How do Shopping Activities differ for Tablet and Smartphone Shoppers ?


Tablet and Smartphone shoppers differ in their purchase behaviors and use of devices. Here are some of the key findings from “A Mobile Shopper’s Journey: From The couch To the Store” looking at Mobile Shopping activities.

Mobile Shopping Activities differ for Mobile and Tablet users and here are some key findings from the report that Brand Marketers could use for attracting the Mobile Shopper.

1. Tablet Shopping experience and search ranking are critical for attracting  the Tablet Shopper.

According to the report  at-home usage for Mobile Devices is high with 59 percent Tablet Owners using it for research and 38 percent likely to make purchase compared to 24 percent Smartphone shoppers. U.S. mobile shoppers use their devices most frequently in the home, according to Nielsen, as more than two-thirds of smartphone shoppers and four-out-of-five tablet shoppers do—sometimes while watching TV.

2. Target the at-home shopper  with social media sites and create promotions and advertising based on purchase behavior. 95 percent of Tablet shoppers and 72 percent of mobile shoppers who make a purchase, do so at home.

Smartphone shoppers are more active outside the home, but they are more likely to do certain mobile shopping activities from home, such as reading reviews and using social media to make a comment on a purchase. Even though smartphones and tablets are made to be mobile, some mobile shoppers never leave the couch while they’re shopping, as 95 percent of tablet shoppers and 72 percent of smartphone shoppers who make a purchase with their device do so at home, although tablet users are more likely to make a purchase overall.

3. For Smartphone shoppers features that are important are store locators, price-comparison and savings app, mobile coupons and payments.                                                                       70 percent of smartphone shoppers use a store locator to plan their shopping trip. Once they arrive at the store, 37 percent stay organized using lists while shopping on their phones. Savvy mobile shoppers use their devices to check prices, and the majority of smartphone 63 percent and tablet 53 percent owners search and scan their way to savings, though more smartphone owners do this while in a retail store. And the savings continue at the checkout lane, where smartphone shoppers are more likely to use their devices for mobile coupons 34 percent and for payment 23 percent.

4. Post-purchase tablets are used for writing reviews and sharing comments on social-media sites as well as following up on purchases.
Mobile shoppers use their smartphones and Tablets post purchase for tracking their orders and writing comments and reviews on social media sites. Twenty percent write comments on social media and 16 percent use their tablets to write reviews of their purchases.
Among tablet shoppers, 17 percent said they follow up on their purchase by looking up information on a complementary product.

5. Majority of Smartphone and Tablet shoppers use their devices to track the orders.
The majority of smartphone 55 percent and tablet 52 percent shoppers who shop at-home said they use their devices to track the progress of their online orders.


Source: Nielsen