The correlation between mobile device ownership and mobile shopping


Owning a smartphone or tablet, among many other things, means having the ability to shop from the comfort of home or on the go, without having to carry around a cumbersome laptop. But ability doesn't always translate into tendencies, and many people with smartphones don't use them frequently for purchases. Interestingly, owning a tablet in conjunction with a smartphone increases mobile spending, also known as M-Commerce. Recent data shows that owning both a smartphone and a tablet - being a "dual owner" - may increase mobile shopping tendencies.

One of the key results of the study, conducted by Ipsos OTX MediaCT in the US, shows that 63% of people who own both a smartphone and a tablet are likely to make frequent mobile purchases. This is more than double the 29% of smartphone owners who indicated the same thing.

There are a few factors that might lead dual owners to spend so much more than smartphone owners. Tablets are obviously a more convenient medium for online shopping. Tablets have larger screens, which translates to bigger text and more visible detail in pictures. The large screens and keyboards of tablets also makes them ideal for heavy web surfing where use of a number of different sites or apps may be necessary.

Create smartphone-friendly and tablet-friendly mobile shopping avenues for M-Commerce

Another reason that dual ownership leads to more mobile spending might just be attributable to a skew in the data. Those who own both smartphones and tablets are likely to have more of a tendency to spend more to begin with - hence the fact that they own a tablet, which is a relatively new technology. This propensity to spend may just be carrying over for dual owners in the mobile shopping space.

Regardless of the forces driving the spike in mobile purchasing, it's clear from the data that dual ownership causes a noticeable increase in mobile spending. Even in a self-reported segment of the research, dual owners indicated at more than twice the rate of smartphone owners that they spent more money because of mobile purchasing than they otherwise would have.

It's been evident for some time that users spend more money with mobile shopping. The study by Ipsos OTX MediaC just confirms that the tendency to spend more in mobile purchasing can be increased by having multiple outlets available. For businesses, that means an emphasis on smartphone-friendly and tablet-friendly purchasing avenues can entice consumers to spend a significant amount more than they otherwise may have.

The research also shows how M-Commerce behavior differs between tablets and smartphones. Interesting data if you want to know which devices to target for various types of mobile shopping.


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