Study: 1 in 5 Tablet Users Shopping Less In Stores

by , Jun 28, 2012, 10:05 AM
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Mobile ad network InMobi and Mobext, the mobile marketing arm of Havas Digital, today released findings from a joint study examining the habits of 9,600 U.S. consumers across PCs, smartphones and tablets. (Those in the sample owned each of the three devices.) The study suggests the spread of connected devices has altered how people consume media and make purchases. Among the highlights:

-Tablet use has risen quickly to 29.5 million U.S. users, 11% of the total U.S. population.

-Over 60% of U.S. tablet owners spend at least 30 minutes each day accessing media content on their tablets and 52% use a tablet to fill what previously would have been “dead time.”

-After buying a tablet, 29% of tablet owners claimed they stopped surfing the Internet via their PC and/or laptop. Nearly half of tablet owners—48%—agree that tablets’ appealing design and accessibility make it is easier to access media content than on a PC or laptop.

-When it comes to shopping, 22% of tablet users claim they've shopped less in physical stores since purchasing a tablet and more than half (55%) make purchases on their device in an average month.

-Tablet use peaks at home in the evening between 6 p.m. and midnight for most owners.

-In relation to considered purchases, 55% of tablet owners said they first learn about the product on their tablet, 53% actively evaluate the product, and 58% follow through with purchasing those goods on their tablet.

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