• Research
  • Advertising

InMobi and Mobext reveal tablet users shop more on their device than PC and smartphone users

Published on May 10, 2012
InMobi and Mobext reveal tablet users shop more on their device than PC and smartphone users

Global consumer research: “The Role of Tablets in the Consumer Sales Journey”

  • 69% of tablet users have shopped via their device in the last 30 days
  • 7 out of 10 users regularly use their tablet and watch TV at the same time
  • Launch of first Connected Device planning tool for mobile advertisers

LONDON, UK – 10th May 2012:

InMobi, the largest independent mobile advertising network, and Mobext, the mobile marketing network of Havas Digital, today released the results of their global consumer research,entitled ‘The Role of Tablets in the  Consumer Sales Journey’. The survey, uniquely run across mobile and tablet devices, examined the media consumption habits of over 8,400 respondents across seven different markets and demonstrated that consumers are spending increasing amounts of time on mobile connected devices, with time spent on tablets playing a significant role in purchasing decisions as consumers find new ways to research and interact with brands. Media consumption in the UK is clearly changing, with comScore reporting 72% growth in tablet ownership in the second half of 2011 alone*. According to InMobi and Mobext’s global consumer research, 63% of tablet users in the UK agreed that it is easier to access media content on a tablet than on a mobile or laptop/desktop. When asked about activities carried out on mobile devices, tablet users carry out an average of 3.9 activities given a list of six broad options in the last 30 days.  This was higher than both laptop (3.6) and smartphone (2.7) users When considering browsing and purchasing patterns, the research found that tablet users purchased more regularly than on any other device.  Additionally over 20% of tablet users claim to shop less in bricks and mortar stores, since purchasing their device.  Over two thirds (69%) of tablet users had shopped via their device in the last 30 days, with almost 1 in 10 of these consumers happy to use their tablet for a ‘big ticket’ purchase, in contrast with smartphone users who typically use their device for functional purchases (2.9%).

Chris Bourke, Managing Director at Mobext, comments; "The arrival of game-changing touchscreen technology has given rise to rapid changes in media consumption patterns and left digital advertisers in a Liminal-Media-Space; this new phenomena is characterised by acute advertiser anxiety when trying to configure their digital marketing plans. Mobext and InMobi’s unique research aims to assuage this angst by helping brands understand the role that Tablets and other connected devices play in the consumer sales journey and we go on to recommend a framework that advertisers can use to plan across this new fragmented device ecosystem." The research also revealed that 72% of respondents watch TV while using their tablet and a fifth of consumers stated that they watched more TV following a tablet purchase. Almost a third of current non-tablet owners said they were likely to purchase one in the next six months, further fuelling on-device purchasing.

John Stoneman, Sales Director EME at InMobi concludes:“Media consumption habits are indeed evolving, with digital consumers supplementing or even replacing time spent with traditional forms of media, such as print readership and much purchasing now happens in the home via a mobile device. The research shows there is a strong correlation between the use of tablet devices and TV viewing, with the UK showing the highest levels of ‘dual-screening’ across the globe. Considering the path to purchase point; tablets are being used to research and browse products; which is then followed by a decision to buy the product. Notably we discovered that when consumers shop on tablets, they spend more than on any other device.” The global research indicated that tablet and smartphone users access media content on any device most frequently in several ‘snack’ sessions throughout the day,(58% tablets, 56% smartphones) with a continued appetite for enhanced or rich media. The research findings has enabled InMobi and Mobext to produce for the first time, a Connected Device planning tool that allows advertisers to determine, by context, which devices should be up weighted when planning digital campaigns that target consumers using multiple devices.  Mobext and InMobi have published a unique infographic, ‘Role of Connected Devices in the Consumer Sales Journey’ that serves as an at-a-glance guide to planning across connected devices. Advertisers looking for more detail can, on request, access the Mobext and InMobi Online Global Connected Device Metrics Dashboard. The tool allows brands to cut and dice all of the data collected in the global survey to help them make intelligent decisions when planning connected digital consumer campaigns.

Further research findings:

  • 51% use a tablet to fill what would previously have been ‘dead time’
  • 49% of respondents share their tablet with family members
  • 44% said they would not want to be separated from their tablet
  • 42% said that their tablet device has revolutionised the way they communicate with friends/colleagues

For more information about ‘The Role of Tablets in the Online Sales Journey’ research, InMobi and Mobext will be unveiling the results between 9.30am and 12pm on Thursday 10th May at the MPG Media Contacts office in London (60 St. Martin’s Lane, WC2N 4JS).

About Mobext (UK)

Mobext (UK) is one of thirteen worldwide mobile marketing agencies supporting MPG Media Contacts, Media Contacts and Havas Digital with mobile strategy, planning and production. Mobext (UK) was launched in 2007, making Mobext the largest mobile marketing agency network in the world, offering international strategic mobile consulting & services. Mobext (UK) clients include the BBC, Magners, Camelot and Nationwide.

About InMobi

InMobi is the largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 578 million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit www.inmobi.com/research, follow us Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

About the research

The study examined the use cases for three different devices: tablets, smartphones, and personal computers, to gain insight on how they complement each other and when, where, and why they are each used. The survey was conducted on-device and includes over 8,400 respondents in seven markets, recruited through InMobi’s global mobile ad network and including a full range of smartphones and tablets across all major mobile OS platforms. In the UK there was a sample of 664 respondents, including over 230 tablet users, over 300 smartphone users, and over 120 personal computer users.

For further information please contact:

Mital Goel PR Manager, Europe and the Middle East at InMobi T: +44 (0) 207 492 7000 E: Mital.Goel@InMobi.com Sushil Mitchell PR & Marketing Manager at Mobext T: 44 (0) 207 393 2478 E: sushil.mitchell@uk.mpg.com