Online shopping a favourite for tablet users

Online shopping is more popular amongst tablet users than smartphone users, according to research from eDigitalResearch and IMRG. Author: Deborah Bates

Online shopping is more popular amongst tablet users than smartphone users, according to research from eDigitalResearch and IMRG.

Its most recent eCustomerServiceIndex (eCSI) confirmed that where only 25 per cent of smartphone users do online shopping, 30 per cent of those who own a tablet device do the same.

Furthermore, 48 per cent of them research products online using their device; whilst only 29 per cent of smartphone users can say the same. David J Smith, eDigitalResearch’s chief marketing & communications officer, spoke to Internetretailing.net about the results.

He said they should encourage retailers to ensure their online payment processing works well on tablet devices and mobiles, adding: “With recent IAB research suggesting that 30 per cent 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.”

His colleague, Derek Eccleston, also spoke out. He welcomed the news that those with a tablet device feel confident in shopping online, adding on MSPnews.com that it also demonstrates the importance of brands having a “strong presence” on a range of “channels.”

Eccleston concluded by confirming that “more retailers” are getting to grips with online payments and shopping; as well as understanding how their customers’ behaviour is changing.

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