Comscore recently published a report which shows nearly half of tablet users are shopping online using them. Tablets will not replace computers, but they provide a much more enjoyable environment for content editors and merchants to catch users’ attention and transform them into couch-buyers.
美国市场研究公司Comscore最近发布的一份报告显示，将近一半的平板电脑用户用平板电脑在线购物。平板电脑不会取代普通电脑，但它们提供了一个更加舒适的环境，让网络编辑和商家能够吸引用户的注意并将他们转化为“沙发消费者”。
In this transformation process, context is key: Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals), while tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). We can describe this context as couch-browsing, and by extension describe the act of browsing a catalogue or shopping through a tablet app as couch commerce.
在这个转化的过程中，内容是最关键的：普通电脑用户坐在电脑屏幕前，全神贯注寻找最划算的商品，而平板电脑用户则舒适地坐在沙发上，欣赏着图片、视频以及小故事等精美素材。我们可以把平板电脑用户的这种体验称为“沙发浏览”，推而广之，坐在沙发上通过平板电脑上的应用程序浏览购物目录或者进行网购就可以称为“沙发商务”。
Couch commerce is different from e-commerce and m-commerce, due to the context: Users are not sitting at a desk, nor on the street nor in a coffee bar. They are comfortably installed in the most welcoming furniture of their home: the couch. Browsing a catalogue from your couch puts you in a very different state of mind than at a desk or in public transportation. You feel relaxed and confident. What better context can a merchant hope for?
因为使用方式的不同，“沙发商务”与电子商务和移动商务是不同的。用户不是坐在桌边，也不是走在街上或者置身咖啡馆内，而是坐在家中最舒适的所在——沙发上。坐在沙发上浏览购物目录时的状态与坐在桌边或者身处公交车上的状态完全不同。你会觉得很放松，而且信心满满。这么好的购物状态，商家上哪儿找去啊？
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