Owners of tablets, and ‘dual owners’, buy nearly twice as often as those who only have smartphones, finds Ipsos survey
Users of tablet devices shop do more online shopping and spend more than smartphone owners, according to research firm Ipsos.
eMarketer said that the trend could be because of an improved shopping experience on the media-rich devices.
Recent findings from a survey of US smartphone and tablet owners, conducted by Ipsos OTX MediaCT on behalf of PayPal, reveal that tablet ownership increases the frequency of mobile shopping, improves the purchase experience – and makes consumers who own both devices use their smartphone more often.
The study revealed that tablet ownership increases mobile purchase frequency, with owners of tablets (as well as smartphones) buying nearly twice as often as those who only have smartphones, said Ipsos.
Further, over 40% of the "dual owners" made more than 20 mobile purchases over the past year. Nearly two-thirds of dual owners indicated higher overall spending due to their mobile purchasing activity.
Ipsos OTX MediaCT SVP Todd Board said dual owners have the classic markings of early tech adopters, including skewing high-income and male.
Board continued, "That said, our study clearly suggests that owning both a smartphone and tablet can positively reinforce mobile shopping and spending habits."
PayPal senior director of Mobile Laura Chambers said, "We are starting to see more retailers take advantage of this trend by tailoring their mobile websites and apps for tablets. With more shoppers planning to use tablets to shop this holiday season, and quite often using them from the comfort of their own home, we expect that retailers will see quite a bit of ‘couch commerce’ this year.
"We are predicting that the first big spike in mobile shopping will be right after Thanksgiving dinner, where consumers will be shopping from their tablets and smartphones right from their couch – a fantastic early opportunity for retailers to engage their customers."
The study also found that the addition of a tablet complements the smartphone shopping experience. In fact, the results show that dual owners still prefer smartphones for a wider range of m-Commerce tasks.
Board said, "Where dual owners have a preference between devices for mobile commerce activities, most preferences are in favor of the smartphone. They’re easier to use for swiping the device for coupons or QR codes, listening to audio with privacy, and buying in some public settings, and also preferred for making a final purchase. Also, while smartphones seem preferred for app-based purchases, tablets seem preferred for website-based purchases, probably tied to the ‘couch commerce’ theme of at-home purchasing we also see in our data."
Board concluded, "The profile and habits of these ‘dual owners’ are still fluid, with tablet adoption still early. The bottom line, though, is that owners of both devices are raising their hands to say ‘I want to spend money with these devices,’ and retailers have an opportunity to help them do so as much as they can."