According to the Interactive Advertising Bureau (IAB) U.K.’s most recent report, tablet owners spend a lot of their time every week, shopping and browsing items on their mobile devices.
The report was based on a survey conducted by the IAB, which examined the way that online and mobile are used throughout the process of making a purchase. What it determined was that almost three quarters (72 percent) of tablet owners will use their devices on a weekly basis to make purchases, and that they spend an average of 4.4 hours shopping on their mobile devices, which is twice the 2.2 average hours spent by smartphone users on shopping every week, and the 2.9 hours spent shopping online by PC users.
According to the senior mobile manager at IAB U.K., Alex Cozloff, it’s surprising to observe the length of time that people spend on their tablets to browse and shop every week. He said that “At the moment, this is a niche audience but it will be interesting to see how it progresses as there are more tablet owners”
He went on to say that people are clearly enjoying the time that they spend on their tablets, and that these devices are providing them a richer experience, which encourages them to continue using them for longer. He deduced that the better the experience a company can provide a tablet user, the better it should do.
Though there are a number of retailers that have already designed rich experiences specifically for tablet users, such as eBay and ASOS, for the most part, merchants have yet to take advantage of the potential in the tablet channel.