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