Commentary

Digital Shopping: Smartphones or Tablets; Depends...

According to a newly released study by the Interactive Advertising Bureau (IAB), a custom IAB analysis of Prosper Insight data, younger adults, ages 18-34, are more inclined to make purchases using their smartphones (43% vs. 35% on a tablet) than any other age group.

In comparison, those 35-54 are more apt to use a tablet for their shopping needs and are more apt to make purchases on those devices (41% vs. 35% general population). Overall, consumers are more likely to purchase using a tablet (35%) than a smartphone (28%)

Other key differences, says the report, include:

  • 18-34 year olds are more likely to read a product review on their smartphones (44% vs. 32% general population) and less likely to do so on tablets (32%).  They’re also inclined to check prices on a smartphone (42% vs. 33% general population) and are less likely to do so on a tablet (32%)
  • Those who are 35-54 are more prone to use tablets to read product reviews, locate stores, check store hours, and check product pricing (40% vs. 35% general population)
  • Adults ages 55-64 are more than twice as likely to make a purchase on a tablet (34%) than on a smartphone (15%)
  • Consumers 65+ are more than twice as likely to make a purchase on a tablet (26%) than on a smartphone (11%).  They are also nearly twice as likely to read a product review on a tablet (31%) than on a smartphone (17%)

The “IAB Digital Shopping Report” finds that half of U.S. adults regularly conduct some form of showrooming, (defined in this study as comparing prices on a mobile device while in a retail store before purchasing.) The most likely outcome of the typical showroomer after checking prices is to buy in a physical store (57%), whether at the current retailer’s or another retailer’s store.

The next likely scenario is to buy from another store’s website (53%), either on a mobile device in store or a computer after leaving. Those 18-34 are the likeliest group to showroom (67%), and when they do so they are prone to make purchases from another retailer, whether at a physical store, using a mobile device, or using a computer after leaving.

In contrast, 53% of 35-54 year olds showroom, and have an equal likelihood of buying in the store or at a competitor’s store. Showroomers 55+, however, are more apt to simply buy in the same brick-and-mortar retailer where they are engaged in showrooming activities.

Use of comparison shopping apps is also a critical differentiator among the generations, with consumers 55-64 most inclined to use one (44%). The age group just below them, age 35-54, are the least likely to tap into those sorts of apps (39%).

 Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB says that “… use of digital and mobile devices(is) a core component of the shopping experience… (and) occurs slightly differently by age groups… to reach the right audiences at the right time in the purchase cycle… marketers and retailers are going to need to understand these distinctions.”

Anna Bager, Senior Vice President and General Manger, Mobile and Video, IAB, points out that “… consumers are turning to smartphones and tablets throughout the gift-buying process… (the) report spotlights contrasts in how significant different generations shop on digital… that need to be considered in brand marketers’ strategies…”

A Summary of Mobile Devices as a Shopping Assistant Shows That:

  • Mobile: Consumers are increasingly using their mobile phones and tablets for retail related activities. Roughly half of US adults use a smartphone or tablet to browse products and about one-third use either device to comparison shop or read reviews. Tablets are preferred over smartphones for making purchases, except for adults 18-34 who prefer to buy using their smartphones.
  • Smartphones: Checking store logistics like location or hours is the #1 smartphone retail activity. 28% of US adults use a smartphone to make a purchase.
  • Tablets: Browsing for products is the #1 tablet retail activity. 35% of US adults use a tablet to make a purchase.
  • 18-34 year olds are most likely to use a smartphone to do any retail activity. 18-34 year olds are also more likely than any other age group to make a purchase using their smartphone (43% vs. 28% US Adults 18 and over) and more likely to purchase on a smartphone than on a tablet (35%). 18-34 year olds are more likely to read a review on their smartphone (44% vs. 32% A18+) and less likely to do so on a tablet (32%). They’re also more likely to check prices on a smartphone (42% vs. 33% A18+), and less likely to do so on a tablet (32%).
  • 35-54 year olds are most likely to use a tablet to do any retail activity. 35-54 year olds are more likely than any other age group to make a purchase on a tablet (41% vs. 35% Adults 18+) and more likely to purchase on a tablet than on a smartphone (29%).
  • 55-64 year olds are more than twice as likely to make a purchase using a tablet (34%) than using a smartphone (15%). They are also most likely to use a comparison shopping app (44% vs. 41% A18+).
  • US adults 65 and older are more than twice as likely to make a purchase using a Tablet (26%) than using a Smartphone (11%). They’re also nearly twice as likely to read a review a using a Tablet (31%) than using a Smartphone (17%)

To access the complete, and detailed report, please visit here

 

1 comment about "Digital Shopping: Smartphones or Tablets; Depends...".
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  1. Jonathan Hutter from Northern Light Health, December 18, 2015 at 10:23 a.m.

    It's as if the only way to define an audience or a habit is by age. What about by types of products purchased? Cost range of products? Where/how products are used? Reason for purchase?

    The summary of this report immediately sets the tone in its first three words, "Different age groups..." While other predictors or definers may exist in the data (giving them the benefit of the doubt), the analysis focuses only on this aspect. Therefore, it is lacking any other perspective and opportunity for insight. Worthless? No. Severely limited? IMO yes.

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