January 16, 2012, 3:31 PM

Who is the tablet shopper?

She spends about $325 on average and likely uses Facebook, a survey finds.

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A majority, 52%, of tablet owners are women.

Retailers wondering just who is visiting their web sites via tablets have a little more insight into that shopper with the release of survey results from Zmags, whose technology enables retailers to sell through digital catalogs. More consumers who own tablets tend to like to shop, and make more spontaneous purchases than consumers who do not own tablets, the survey finds. Tablet owners also tend to be more intent on making purchases.

The survey of 1,500 U.S. consumers, conducted by Equation Research in November, found that 14% of consumers who own tablet computers, such as an iPad or Android device, classified themselves as spontaneous shoppers compared with 9% of those who do not own a tablet. 9% of tablet owners said they were addicted to shopping, compared with 3% of those not owning a tablet. More tablet owners—9%--said they tend to buy luxury items than non-tablet owners, 3%, the survey found.

Tablet owners are more likely to shop for certain products than others. Electronics, at 53% of all respondents, topped the list of most-preferred products to buy using a tablet, followed by books, 41%, toys, 39%, clothing, 27%, and music, 33%.

“We’re seeing a rise in the importance of the tablet as true vehicle to drive commerce,” says Sean Ford, Zmags chief operating officer and chief marketing officer. For example, tablets stand out as better than smartphones for shopping for clothing and electronics products. More consumers—37%—said they were more likely to buy clothing while using a tablet than on a smartphone, 30%. Similarly, 53% would prefer to shop for electronics using a tablet, while 35% preferred a smartphone.

The survey also found that the typical tablet owner is 40 years old with an average annual household income of $63,000. 52% of tablet owners are women and 81% of all tablet owners use Facebook. On average, a tablet owner spent $325 during the survey period.

The survey also asked tablet owners about why they shop with their tablets. 29% says convenience drives their shopping because they spend a lot of time using the device. 24% tend to browse sites, hoping to be inspired to make a purchase. 14% like the ease of making a transaction; 13% have a specific product or offer in mind; 11% shopped because of an advertisement for a product; 9% choose a tablet because of the ease of sharing products or deals via social networks.

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