Tablet users are more active on their devices than laptop and smartphone users, according to the results of a study conducted by mobile ad network InMobi, and mobile marketing firm, Mobext. The study, The Role of Tablets in the Consumer Sales Journey, which ran across mobile and Tablet devices, examined the media consumption habits of over 8,400 respondents across seven markets, and revealed that consumers are spending increasing amounts of time on mobile connected devices, with time spent on Tablets playing a significant role in purchasing decisions.
63 per cent of Tablet users in the UK agreed that it is easier to access media content on a Tablet than on a mobile or laptop/desktop PC. When asked about activities carried out on mobile devices, Tablet users carry out an average of 3.9 activities, given a list of six broad options in the last 30 days. This was higher than both laptop (3.6) and smartphone (2.7) users.
When considering browsing and purchasing patterns, the research found that Tablet users bought more frequently than on any other device. Additionally, over 20 per cent of Tablet users claim that they shop less in bricks and mortar stores, since purchasing their device. 69 per cent of Tablet users had shopped via their device in the last 30 days, with almost one in 10 of these consumers happy to use their Tablet for a big ticket purchase, in contrast with smartphone users who typically use their device for functional purchases. Only 2.9 per cent of smartphone users had bought a big ticket item via their phone.
The research also revealed that 72 per cent of respondents watch TV while using their Tablet, and a fifth of consumers stated that they watched more TV following a Tablet purchase. Almost a third of current non-Tablet owners said they were likely to purchase one in the next six months. Other findings: 51 per cent of Tablet owners use the device to fill what would previously have been dead time. 49 per cent of respondents share their Tablet with family members. 44 per cent said they would not want to be separated from their Tablet. And 42 per cent said that their Tablet device has revolutionised the way they communicate with friends and colleagues. 
“Media consumption habits are evolving, with digital consumers supplementing or even replacing time spent with traditional forms of media, such as print readership and much purchasing now happens in the home via a mobile device,” notes John Stoneman, sales director for Europe and the Middle East at InMobi. “The research shows there is a strong correlation between the use of Tablet devices and TV viewing, with the UK showing the highest levels of ‘dual-screening’ across the globe. 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. Notably we discovered that when consumers shop on Tablets, they spend more than on any other device.”
Off the back of the research, InMobi and Mobext have created a Connected Device planning tool that allows advertisers to determine, by context, which devices should be up-weighted when planning digital campaigns that target consumers using multiple devices. Advertisers looking for more detail can, on request, access the Mobext and InMobi Online Global Connected Device Metrics Dashboard. The tool allows brands to cut and dice the data collected in the study to help them make intelligent decisions when planning connected digital consumer campaigns.
