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BizReport : Mobile Marketing : June 04, 2013

Aesthetics, not security, puts tablet users off mobile shopping

The tablet is often lauded as being 'the' mobile shopping device, offering a better mobile shopping experience than their smaller, smartphone cousins. However, not all is rosy in the land of tablet owners.

by Helen Leggatt

thefind-new-red.pngFailing to provide tablet users with a rich shopping experience can cost retailers significantly. Shopping search engine's latest research reveals that 87% of tablet owners responding to the survey use their tablets regularly to look for products online. Furthermore, 71% purchase products via their tablet, 41% of which do so at least once a month.

"Traffic from tablets is growing fast, and our iPad traffic on alone has increased by nearly 250% in the first quarter of 2013, compared to the same time last year. We've also seen a large increase in the short term, with our iPad traffic increasing by more than 30% between Q4 2012 and Q1 2013, and we wouldn't be surprised to see the iPad become the dominant shopping device this holiday season" said Siva Kumar, CEO, TheFind.

Yet the research, conducted by Harris Interactive among over 2,000 U.S. consumers, reveals that of tablet owners who say their device is not their preferred way to shop online 40% say it's because retailers' mobile offerings aren't giving the same experience as websites. A third (35%) felt the tablet checkout process was not always optimized for tablets and 29% felt product imagery was too small.

Both these concerns of usage and aesthetics feature above that of security. While many have concerned themselves with speculation that tablet security could impede tablet commerce, just 28% of survey respondents cited this factor as a major influence in their shopping habits.

An infographic of's research findings is available online.

Tags: mcommerce, mobile marketing, mobile shopping, online shopping, optimization, retail, tablet trends

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