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Tablet users make more purchases, study shows

14/02/2012 - By Frank LoSchiavo

A study shows that consumers are more likely to make purchases when using tablets than other mobile devices.

A new study by the Nielsen Reporting company reveals that tablets might a more effective mobile device than smartphones when it comes to driving retail sales online.

One in 10 users made a purchase as the result of content they saw while using the device, according to a Total Telecom study, while the same was true for only 7 percent of smartphone users. Merchants can use this data to adjust ecommerce efforts accordingly. By optimizing their websites and online payment services for tablet interfaces, retailers can offer consumers the best possible internet shopping experience.

Additionally, merchants might have better ROI for marketing efforts tailored for tablet platforms than smartphones. Half of tablet users and only 37 percent of smartphone users were able to recall ads they have seen while on the devices, the study reports.

The success is attributed in part to the size of the mobile devices. Tablets, with larger screens, can display high-quality pictures of products and larger ads than their mobile counterparts. Additionally, smartphone users are more likely to browse items on the go, unlike most tablet users who engage in online shopping from home.

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