For retail brands, understanding how consumers use tablets to research and make purchases is a critical component in a comprehensive digital strategy, especially as adoption of tablets continues to increase. During the month of September, nearly half of tablet owners made or completed a purchase on their tablet, an important indicator of the growing importance of this media channel to the e-commerce market.
Tablet owners exhibited considerable use of their devices throughout the entire purchasing process. In the past month, more than half of tablet owners looked up product or price information for a specific store (56%) and read customer ratings and reviews while on a tablet (54%). Notably, half of the tablet audience compared product and price information while on their device, with the same percentage searching for a nearby store.
These findings are part of recent comScore report, Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits.
To download a complimentary copy of the report, please visit: Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits.