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Why Retailers are Targeting Ads at Tablet Owners

Media tablet owners are more engaged with retail brands, making more purchases and website visits compared with mobile smartphone users, according to the latest market study by eDigitalResearch and IMRG in the UK.

The results show that 30 percent of tablet users have used their device to shop online, while currently only 25 percent of smartphone owners have used their phone to do the same. Similarly, almost half (48 percent) of tablet owners have used their devices to research products in-store, but only 29 percent have done the same via their smartphone.

Derek Eccleston, Research Director at eDigitalResearch comments, “While tablet device ownership remains relatively low compared to the number of consumers with smartphones, it is clear that tablet owners have the willingness and confidence to shop online via their devices."

The savvy consumer now has the power to shop where, when and how they like -- therefore it’s important that brands and retailers have a strong presence across a multitude of channels -- making their products readily available to customers across a range of mobile devices and platforms.

Net-a-Porter, ASOS and eBay are examples of the retailers that have successfully launched shopping related tablet apps in recent months as more and more retailers begin to understand emerging platforms and grasp consumer behavior across various touch points.

The results also reveal the eagerness of consumers to start using their mobile devices more for everyday tasks, including in-store purchases.

Of the 6,000 consumers surveyed, over one quarter (27 percent) said that they will be willing to use contactless mobile payment when available to them. And, almost half (47 percent) of these would be willing to pay for goods up to the value of £20, while an impressive 15 percent would be comfortable to spend £50 or over using contactless mobile payments.

David J Smith, Chief Marketing & Communications Officer, said: "This research reinforces the fact that retailers need to get a mobile strategy in place, especially with so many predictions that tablets will outstrip laptop sales within a few years. When people hear the term ‘mobile’ they tend to think of phones, but retailers need to factor in other portable devices into their solution."

With recent IAB research suggesting that 30 percent of consumers would shop elsewhere if a site is not mobile-friendly, a retailer’s mobile-readiness appears to be gathering weight in terms of brand reputation.

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