Will Tablets Reinvent How We Shop Everywhere?
According to a new study from Adobe Systems, 55 percent of tablet owners reported they are using the device for buying products versus only 28 percent of smartphone users.
Comparing the two devices, 44 percent of tablet users indicated shopping was a typical activity they engaged in with their devices versus only 20 percent on smartphones, according to the 2013 Digital Publishing Report: Retail Apps & Buying Habits.
Regarding functions they used their devices for when shopping for products/services, tablet users were more highly active across categories.
- Browsing (68 percent for tablet users versus 50 percent for smartphone users);
- Comparing prices (64 percent versus 47 percent);
- Comparing products (52 percent compared to 38 percent);
- Reading product reviews (51 percent versus 37 percent);
- Researching or reviewing products (50 percent versus 36 percent);
- Searching for coupons or deals (46 percent compared to 37 percent);
- Browsing catalogs (46 percent versus 18 percent);
- Purchasing music or video content (25 percent versus 19 percent);
- Purchasing tickets to events (24 percent versus 16 percent).
When asked what characteristics are most important for a shopping apps, interactive images and slideshows ranked particularly higher for tablets users at 49 percent. Smartphone users put more value on money saving offers (67 percent versus 52 percent for tablet users) as well as the ability to purchase from an app instead of a browser (58 percent versus 48 percent.)
But many of the findings around purchasing behavior among both devices were similar:
- Fifty-six percent of smartphone shoppers and 60 percent of tablet shoppers are likely to make a purchase using an app in the next year;
- Two-thirds (67 percent) of both tablet and smartphone shoppers only use apps from their favorite stores. The notion that app interactions strengthen connection to the brand was agreed to by 38 percent tablet shoppers and 42 percent smartphone shoppers;
- When asked where the most influence over mobile purchasing decisions comes from, friends ranked first (88 percent for tablet users, 87 percent for smartphone users); followed by e-mails from company (71 percent, tablet; 69 percent, smartphone); online ads (tablet, 68 percent; smartphone, 67 percent); and Facebook (tablet, 52 percent; smartphone, 54 percent).
The study was based on a survey of 1,003 U.S. adults who own a tablet and/or a smartphone.
The study didn’t explore how many tablet users were actually using the device in the store. According to a survey early last year from Viacom, only 36 percent of U.S. tablet owners indicated they used their tablet in a store.
- Shopping and Catalog Apps Provide More Tailored Experiences than Mobile Browsers – Adobe
- 2013 Digital Publishing Report: Retail Apps & Buying Habits – Adobe
- Home Is Where the Tablet Is – eMarketer
How are tablets changing shopping behavior online and in stores? What should retailers be doing to gain an advantage with consumers who use tablets as a shopping device?