By Rieva Lesonsky
If your small business still doesn’t have a mobile marketing strategy, the results of a new study by Ipsos OTX MediaCT should spur you to get in gear. People who own both smartphones and tablet computers are twice as likely to make mobile purchases as those who only own smartphones, the study found. More than 40 percent of “dual owners” had made more than 20 mobile purchases in the past year. And nearly two-thirds of dual owners (63 percent) said they spent more due to mobile purchasing.
Among smartphone-only owners, 10.4 percent had made a mobile purchase in the last 12 months, compared to 18.3 percent of those who owned both tablets and smartphones. Todd Board, SVP of Ipsos OTX MediaCT, notes, “Dual owners have the classic markings of early tech adopters, including skewing high-income and male.”
Tablet owners may be enticed to spend more, says the report, due to the device’s larger screen and keyboard, and touchscreen capabilities, which tablet owners say improve the shopping experience. A total of 63 percent of dual owners surveyed said the convenience of mobile shopping either “may have” or “definitely has” caused them to spend more than they would have otherwise.
When tablets first made their appearance, I think a lot of marketers envisioned tablet owners toting their devices around with them just like they do their smartphones. As tablets have become more widely accepted, however, it appears they are used mostly for “couch shopping”—that is, browsing and buying at home—while smartphones are still preferred for true mobile buying on the go. Respondents in the survey preferred smartphones to tablets for several shopping functions, including scanning QR codes, buying in-store, buying in public and buying using an app. However, in situations where visual information was key to the buying decision, and for online buying in general, tablets were slightly preferred.
Of course, as tablets continue to proliferate, those preferences may change. “The profile and habits of these ‘dual owners’ are still fluid, with tablet adoption still early,” says Board. “The bottom line, though, is that owners of both devices are raising their hands to say ‘I want to spend money with these devices,’ and retailers have an opportunity to help them do so as much as they can.”
Image by Flickr user Veronica Belmont (Creative Commons)Google+