News

Tablets used for shopping more than any other device

More than two thirds (69%) of tablet users have shopped via their device in the last 30 days according to research from Mobext, the mobile marketing network of Havas Digital, and InMobi.

The global consumer study, The Role of Tablets in the Consumer Sales Journey, shows that tablet users shop more on their devices than PC and smartphone users. More than 20% of tablet users also report shopping less in physical stores since adopting their devices.

In the UK, 63% of tablet users agreed it is easier to access media content on a tablet than a mobile, laptop or desktop.

“The arrival of game-changing touchscreen technology has given rise to rapid changes in media consumption patterns, and left digital advertisers in a Liminal-Media-Space; this new phenomena is characterised by acute advertiser anxiety when trying to configure their digital marketing plans,” says Mobext managing director Chris Bourke.

Tablet devices also appear to drive TV viewership with a fifth of consumers saying they watched more TV following a tablet purchase. A further 72% of users report second-screening activity with them using their tablets while watching TV.

“Media consumption habits are indeed evolving, with digital consumers supplementing or even replacing time spent with traditional forms of media,” says InMobi sales director John Stoneman. “Considering the path to purchase point, tablets are being used to research and browse products which is then followed by a decision to buy the product.”

The study was built out of 8,400 responses to a survey run across mobile and tablet devices in seven different markets.

David Hing, London