Tablet Owners Outshopping Smartphone Owners

Tablet owners are more engaged with retail brands, making more website visits and buying more, compared with smartphone users, according to the latest eCustomerServiceIndex (eCSI) research from eDigitalResearch and IMRG.

The results of the study show that 30 per cent of tablet users have used their device to shop online, whilst only 25 per cent of smartphone owners have used their phone to do the same. Similarly, almost half (48 per cent) of tablet owners have used their devices to research products in-store, compared to 29 per cent of smartphone users.

“Whilst tablet device ownership remains relatively low compared to the number of consumers with smartphones, it is clear that tablet owners have the willingness and confidence to shop online via their devices,” says Derek Eccleston, research Didirector at eDigitalResearch. “As we continue to be gripped by the MEcommerce revolution – where the consumer now has the power to shop where, when and how they like – it’s important that brands and retailers have a strong presence across a multitude of channels, making their products readily available to customers across a range of devices and platforms. Net-a-Porter, ASOS and eBay are just a handful of retailers that have successfully launched shopping-related tablet apps in recent months, as more and more retailers begin to understand emerging platforms and grasp consumer behaviour across various touch points.”

The results also reveal the eagerness of consumers to start using their mobile devices more for everyday tasks, including in-store purchases. Of the 6,000 consumers surveyed, 27 per cent said they will be willing to use contactless mobile payment when available to them, and 47 per cent of these said they would be willing to pay for goods up to the value of £20. 15 per cent sais would be comfortable spending £50 or more using contactless mobile payments.

“This research reinforces the fact that retailers need to get a mobile strategy in place, especially with so many predictions that tablets will outstrip laptop sales within a few years,” says David J Smith, chief marketing & communications officer at IMRG. “When people hear the term ‘mobile’ they tend to think of phones, but retailers need to factor in other portable devices into their solution.”