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Tablet users more likely to shop online than smartphone owners

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By: NMK Created on: October 12th, 2011
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Tablet owners are more engaged with retail brands, making more purchases and website visits compared with smartphone users, according to the latest eCustomerServiceIndex (eCSI) results from eDigitalResearch and IMRG. By Derek Eccleston.

By Derek Eccleston

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

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.

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, over one quarter (27%) said that they will be willing to use contactless mobile payment when available to them, and almost half (47%) of these would be willing to pay for goods up to the value of £20, whilst an impressive 15% would be comfortable to spend £50 or over using contactless mobile payments.

David J Smith, Chief Marketing & Communications Officer, said, “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. When people hear the term ‘mobile’ they tend to think of phones, but retailers need to factor in other portable devices into their solution. With recent IAB research suggesting that 30% of consumers would shop elsewhere if a site is not mobile-friendly, a retailer’s mobile-readiness appears to be gathering weight in terms of brand reputation.”

About the author and eDigitalResearch

Derek Eccleston is Research Director at eDigitalResearch, a company which has research specialists with expertise in online business. The company provides multichannel insights, combining surveys, panels and communities to provide holistic perspectives to support decision making. For more information please visit www.edigitalresearch.com or email info@edigitalresearch.com.

About IMRG

IMRG (Interactive Media in Retail Group) is the UK’s industry association for e-retail. Formed in 1990, IMRG is setting and maintaining pragmatic and robust e-retail standards to enable fast-track industry growth, and facilitates its community of members with practical help, information, tools, guidance and networking. For more information please visit http://www.imrg.org/ or email membership@imrg.org.

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