Advertisers are realizing that they have to respond to customers who use both smartphones and tablets, as many customers use them for different purposes.  According to an eMarketer report, tablets are used for “lean-back” activities like media consumption, shopping, and experiences.  In 2013, 102 million U.S. customers shopped on their smartphone, while only 94 million shopped on a tablet.  This could potentially be due to more consumers owning smartphones instead of tablets

When it comes to purchasing habits, the differences between smartphones and tablets are significant.  eMarketer predicts nearly 71 million tablet owners will make purchases via their device this year, while only 53 million buyers use smartphones.  For retailers, this means that smartphones are helpful for driving customers into stores or connecting with them while they are already in the store.  Tablets, on the other hand, are reducing the amount of time customers spend watching TV and should be used to help build brand awareness.  Tablet owners are more likely to click on an ad and research an ad than users who view an ad via their smartphone.  Tablet owners are also more likely to use their tablet to research a product.

Marketers have to reach customers everywhere, via website, brick-and-mortar, tablet and smartphone and make meaningful connections with customers.  In today’s world, e-commerce doesn’t mean “electronic” any more, it means “everywhere” commerce.

Discussion Question:

How are consumers using smartphones and tablets differently to purchase merchandise?

 

SOURCE: eMarketer, July 8, 2013