Second Study Reveals Dramatic Rise of Tablets as eCommerce Device of Choice; Rivals PC
CAMBRIDGE, MA. November 10, 2011 – Today, Jumptap, the leader in targeted mobile advertising, released its Wave Two in an ongoing proprietary research series Understanding Mobile Audience.
This Wave, in partnership with comScore, shows that tablet owners are almost as likely as PC and laptop owners to use their tablet device to make purchases. Sixty three percent of tablet owners make purchases using their tablet device as opposed to the 83 percent of PC owners who do the same. This report follows Jumptap’s Wave One in its Understanding Mobile Audience series, which focused on automotive audience data.
The research also shows that consumers under the age of 35 are most likely to use tablets for purchases. Seventy nine percent of young (18-34) tablet owners are making purchases with their device, compared to 50 percent of middle-aged (35-54) tablet owners and 43 percent of older (55+) tablet owners. Younger smartphone owners are also more likely to make purchases on mobile devices than their older counterparts.
The study reveals the top three products and services that are bought using mobile devices are event tickets, daily deals from sites like Groupon and Living Social, and apparel. Security is cited as a prominent reason some shoppers prefer to make in-store purchases or shop on a PC rather than a mobile device. However, the security concerns drop significantly when consumers consider making purchases with a tablet as opposed to a smartphone. The preferred location for making mobile purchases is at home.
“As we continue to invest to understand how consumers use mobile, our Wave Two research is a clear indication of the quick tablet adoption rates and the device’s ease of use,” said Paran Johar, Chief Marketing Officer for Jumptap. “The drastic growth in tablets as a choice device for eCommerce is due to its larger form factor, which is more conducive to the keystroke-intensive behaviors of Internet purchasing and banking.”
The study also looked at how people access financial information using their mobile devices and how overall mobile financial traffic has grown. Mobile financial site traffic has increased by 139 percent year over year; eight times the rate of online. Similarly, the number of consumers accessing financial information on their mobile phones has grown by 36 percent in the past year; the majority accessing mobile banking. Frequency has also increased, as 14 percent of device owners in the U.S. access bank information on their mobile device at least once a month. These data points suggest mobile banking will continue to grow with the increase in smartphone and tablet adoption.
For the full infographic on the study, click here.
Data for this research study was sourced from more than 3,000 mobile subscribers aged 18+ with browser, application and media usage. Additional data was sourced from comScore MobiLens U.S. Survey and Mobile Metrix.
About Jumptap Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit www.jumptap.com or follow us on twitter.com/jumptap.