Research finds those that use tablet devices are more likely to shop online than smartphone owners

Research finds those that use tablet devices are more likely to shop online than smartphone owners

Tablet owners are more engaged with retail brands, making more purchases and website visits compared with smartphone users, according to the latest eCustomer Service Index (eCSI) results.

Compiled by online market researcher eDigitalResearch and e-commerce trade body IMRG by surveying 5,994 consumers in July 2011, the results show that 30% of tablet users used their device to shop online, while currently only 25% of smartphone owners did the same using their phone.

Similarly, almost half (48%) of tablet owners have used their devices to research products in-store, while only 29% have done the same via their smartphone.

Maintaining multichannel presence

Derek Eccleston, research director at eDigitalResearch, commented: “While 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 m-commerce [mobile e-commerce] 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.”

Receptive to contactless payment

The results also revealed 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, while 15% would be comfortable to spend £50 or over using contactless mobile payments.

David J Smith, IMRG chief marketing and 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.”