New York, NY – Recent findings from a survey of U.S. smartphone and tablet owners1, conducted by Ipsos OTX MediaCT on behalf of PayPal, indicate that tablet ownership increases the frequency of mobile shopping, improves the purchase experience – and makes consumers who own both devices use their smartphone more often.
The study revealed that tablet ownership increases mobile purchase frequency, with owners of tablets (as well as smartphones) buying nearly twice as often as those who only have smartphones (see figure 1). Further, more than 40 percent of these “dual owners” made more than 20 mobile purchases over the past year. Perhaps most strikingly, nearly two-thirds of dual owners indicated higher overall spending due to their mobile purchasing activity.
1. Respondents have engaged in mobile shopping or intend to in the future
Figure 1 – Mobile Purchasing in Past 12 Months
(Click to enlarge image)
“Dual owners have the classic markings of early tech adopters, including skewing high-income and male,” says Todd Board, SVP of Ipsos OTX MediaCT. “That said, our study clearly suggests that owning both a smartphone and tablet can positively reinforce mobile shopping and spending habits.”
“We are starting to see more retailers take advantage of this trend by tailoring their mobile websites and apps for tablets. With more shoppers planning to use tablets to shop this holiday season, and quite often using them from the comfort of their own home, we expect that retailers will see quite a bit of ‘couch commerce’ this year,” says Laura Chambers, Senior Director of Mobile, PayPal. “We are predicting that the first big spike in mobile shopping will be right after Thanksgiving dinner, where consumers will be shopping from their tablets and smartphones right from their couch – a fantastic early opportunity for retailers to engage their customers.”
As shown in Figure 2, dual owners are significantly more likely (63%) to indicate increased overall spending on mobile purchases, versus owners of smartphones only (29%). Tablet owners may be enticed to spend more due to the device’s larger screen and keyboard, and touchscreen capabilities, which tablet owners say improve the shopping experience.
Figure 2 – Self-Reported Impact of Mobile Purchasing on Overall Spend
(Click to enlarge image)
The study also found that the addition of a tablet complements the smartphone shopping experience. In fact, the results show that dual owners still prefer smartphones for a wider range of m-commerce tasks (see Figure 3).
Figure 3 – M-Commerce Activities on One Device but Not the Other
(Click to enlarge image)
Says Board, “Where dual owners have a preference between devices for mobile commerce activities, most preferences are in favor of the smartphone. They’re easier to use for swiping the device for coupons or QR codes, listening to audio with privacy, and buying in some public settings, and also preferred for making a final purchase. Also, while smartphones seem preferred for app-based purchases, tablets seem preferred for website-based purchases, probably tied to the ‘couch commerce’ theme of at-home purchasing we also see in our data.”
Board concludes that, “The profile and habits of these ‘dual owners’ are still fluid, with tablet adoption still early. The bottom line, though, is that owners of both devices are raising their hands to say ‘I want to spend money with these devices,’ and retailers have an opportunity to help them do so as much as they can.”
These findings are based on an Ipsos OTX MediaCT survey conducted on behalf of PayPal in August, 2011. The study was conducted among Americans age 18+ who own smartphones and/or tablet PCs, and who otherwise have completed or attempted a purchase via mobile device, or intend to in the future. The total sample size of N=1,283 respondents included 451 smartphone-only mobile purchasers, 215 dual owner purchasers, and 286 dual owners including those who had not yet purchased via mobile device. Prior to screening for study qualification, the original sample was drawn to represent demographics of the U.S. online population. Identically fielded surveys and a 100% response rate would have an estimated margin of error of +/-2.7 percentage points, 19 times out of 20, compared to these study results.
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Ipsos OTX MediaCT
About Ipsos OTX MediaCT
Ipsos OTX MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today’s digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos OTX MediaCT’s market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos OTX MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment.
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