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BizReport : Mobile Marketing : May 17, 2011

Mobile shopping better on tablets, say users

A survey of mobile shoppers reveals a higher level of satisfaction with the shopping process among tablet owners while smartphone users continue to struggle with usability issues.

by Helen Leggatt

etailing group logo.gifUsers of tablets see them as an ideal tool for researching products and browsing, as well as making purchases, according to an online survey commissioned by Coffee Table, iPad's ecommerce enabled catalog marketplace, more so than smartphone users.

Titled "The Shopping Mindset of a Mobile Consumer" the survey, conducted by the e-tailing group, found a higher concentration of buyers among tablet owners (68%) than among smartphone owners (48%).

In addition, tablet owners use their devices to browse and buy online more frequently than smartphone owners - 29% vs. 22% on a daily to weekly basis.

The key to the higher levels of shopping interaction from tablet users probably lies in their greater satisfaction with the experience than smartphone users. While 88% of tablet owners said their most recent shopping experiences using their device were "very" to "somewhat" satisfactory, less than three quarters (73%) of smartphone users claimed the same levels of satisfaction.

This point is further rammed home by owners of both tablets and smartphones. Sixty-nine percent of these respondents reported that their most recent shopping experiences via their tablet were significantly (39%) to somewhat (30%) better than shopping via their smartphone.

"Overall the tablet's ability to better showcase product and conveniently deliver a more compelling experience reinforces the continued ability to foster revenue generation for retailers," said Lauren Freedman, President of the e-tailing group.

"This bodes well for extending shopping interests via ecommerce-enabled catalog marketplaces like Coffee Table."

Meanwhile, almost half (49%) of smartphone users in the survey indicated that usability is still awkward, often hampered by small screen size and apps and websites that aren't optimized for mobile use.

Credit card security (36%) and connection speeds (31%) were also cited as challenges.

Tags: m-commerce, mobile commerce, mobile device, mobile marketing, smartphone, tablet, user experience

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