While people don’t use tablets at retail, they apparently do use them at real estate. In fact, real estate shopping appears to be the exact opposite mobile media experience from either
conventional retailing or soft products like financial services. Offering almost the exact opposite scenario as Coldwell Bankker’s Michael Fischer, Move Inc. Senior Vice President Tracy Mahnken
said people don’t buy houses with their smartphones, but they do use tablets.
“Raise your hand if you’ve bought your house off an app,” she asked OMMA Mobile attendees.
After the brief cricket-chirping pause, she answered herself, “No?”
By contrast, she said she’s been surprised to see people lugging their tablet computers while canvassing
prospective homes they’re looking to buy.
“You particularly see it on the weekends where, our user base is most likely in their car in neighborhoods literally walking around
looking at houses with a tablet,” she said, adding atht on weekends a third of Move Inc.’s Internet user base may be accessing it via tablets.