Study Finds Consumers Purchase More Using Tablets Compared with Other Mobile Devices

Study Finds Consumers Purchase More Using Tablets Compared with Other Mobile Devices

Tablets Becoming Preferred Mobile Shopping Tool, But Mobile Device Experience Not Keeping Pace with Consumer Activity

SAN FRANCISCO, CA — Consumers spent more than $20.7 billion shopping using mobile devices—especially tablets, according to a new report by Javelin Strategy and Research. Mobile devices are revolutionizing all aspects of shopping, both online and in-store shopping.

Approximately $5 billion of mobile purchases were made through tablets last year. With holiday shopping just around the corner and other driving forces, the number of people owning tablets is expected to more than double within the next three years. This dramatic adoption will lead to an explosion in retail purchasing using tablet devices. The increase in purchasing further solidifies mobile as the channel to watch.

Javelin found striking differences between mobile phone purchases and tablet purchases. Consumers spend an average of $10 more per purchase using a tablet compared to the average purchase made through a mobile device. Even within the tablet world, there are noticeable differences between amount, type, and frequency of purchases made by Kindle Fire and Apple iPad owners.

“With large-screen real estate and mobile capabilities, tablets are the ideal channel to transform PC-based online shoppers into mobile shoppers,” said Mary Monahan, Executive Vice President and Research Director, Mobile at Javelin. “Increasingly mobile devices like tablets are being used as shopping tools but the mobile buying experience is not keeping pace with consumer activity. Apps engage consumers to make purchases. With the upcoming holidays, retailers must prepare for the mobile shopping trend or lose out on the opportunity to convert browsers into buyers.”

Buyers See Smartphones, Tablets, and PCs as a Single Continuum of Connected Devices Separated Primarily By Screen SizeJavelin’s Mobile Payments Hit $20 Billion in 2012 report explores how consumers use mobile devices and channels (browsers, apps, and POS) to make mobile purchases and recommends how merchants and vendors can adjust their mobile commerce strategies, especially for the growing number of tablet users. It is based on three online surveys of mobile phone owners and a survey of mobile device owners.

Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.

DOOH Ad Network Locator and Media Kits

0 Comments

Leave a reply

Your email address will not be published. Required fields are marked *

*