When it comes to mobile shopping, most people actually prefer the comfort of their own sofa. According to new Nielsen research, two-thirds of smartphone shoppers and four in five tablet shoppers make their purchases at home — even in front of the television.
However, the similarity between the two mobile devices ends there. The Nielsen research showed that users behave differently when shopping on a smartphone or tablet. Tablet users are inclined to purchase a physical item (38 percent versus 24 percent for smartphone shoppers) and are more likely to make a general purchase than smartphone users. Tablet owners are also more active with product research, with 59 percent of users delving into products before buying versus 54 percent of smartphone users. Almost all tablet buyers (95 percent) make purchases on their devices while at home.
Smartphone Users Active Outside of Home
Alternatively, smartphone users take advantage of the portability of their devices and bring them into stores to read reviews, check prices and redeem coupons. Sixty-three percent of users search and scan for coupons while in a brick-and-mortar store (compared with 53 percent of tablet owners), and 34 percent redeem coupons. Smartphone users also plan ahead — 70 percent use a store locator to plan their shopping expeditions and 37 percent use shopping lists created on their phones, compared with 41 percent and 13 percent, respectively, of tablet users.
Mobile Usage Continues at Home
The Nielsen study shows that the shopping experience doesn’t end at the store. In fact, 20 percent of both smartphone and tablet owners return home to post comments about their purchases on social media sites. Sixteen percent of tablet shoppers write reviews of their purchases (compared with 9 percent of smartphone users), and 17 percent review information about a complementary product after having made their purchase. For those who shop from the couch, just over half of smartphone and tablet users track the progress of their online shipments on their devices.
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