May 31, 2011, 4:55 PM

Consumers buy more on tablets than smartphones, study says

When mobile shoppers go shopping, they prefer to shop on tablets instead of phones, The E-Tailing Group says.

Kevin Woodward

Senior Editor

When it comes to shopping on mobile devices, tablets like the iPad have an edge over smartphones, a new report from The E-tailing Group Inc. finds.

Consumers may shop more on tablets than on smartphones because the experience is "more visually engaging with unparalleled convenience," says Lauren Freedman, E-tailing Group president.

Of the 996 consumers her firm surveyed, 68% of tablet owners say they used the devices to make a purchase compared with 48% of smartphone owners. Of those tablet owners, 25% made at least six purchases in the six months prior to the February survey versus 16% of smartphone owners.

More tablet owners also made at least one purchase in the survey period. Of tablet owners, only 22% say they did not make a purchase, compared with 36% of smartphone owners.

The top three smartphone purchases were books and magazines, made by 37% of the respondents; followed by tickets, 31%; and clothing and accessories, 26%.

While books and magazines also were the most popular items purchased by tablet owners, made by 45%, clothing and accessories ranked second, at 37%, followed by digital books at 30%.

kevin@verticalwebmedia.com

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