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Retailers must develop tablet strategies according to new research by the IAB


By The Drum Team, Editorial

February 1, 2012 | 2 min read

Retailers need to develop a tablet strategy as research finds that three quarters of Smartphone owners, who also use a tablet, make at least one purchase each week.

According to The Mobile Online Journey Observation study by the Internet Advertising Bureau (IAB), tablet owners spend an average of 4.4 hours a week browsing retail sites on their tablet.

The research, which interviewed over 800 smartphone owners about their purchase journey, revealed that devices were growing in importance for consumers, and that awareness of the brand purchased was nearly as high through mobile (45%) as it was through display advertising and social networks on a PC (52%).

Most respondents also said that they had researched a product using a PC (78%), while 54% said that they had used a mobile device. 34% also said that they had made the purchase through their mobile as well.

It was also discovered that consumers were looking for convenience, with 44% admitting to reaching for their mobile to follow up after watching a TV advert, and were most often looking for more detailed price and product information.

38% of respondents also use their smartphone in-store, with nearly half (49%) carrying out price comparisons with other retailers.

Alex Kozloff , IAB’s senior mobile manger, said: “This research takes us one step further in understanding the increasing impact digital devices are having throughout the purchase journey. By showing the deep impact digital devices are having from brand awareness, to research, to purchase (both in store and online), we hope advertisers will have a clearer understanding of how to adapt their strategy. In particular, the way the way consumers are turning to their mobile phone in store is a strong call to action for retailers to react to this growing trend.”

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