72 percent of tablet owners make purchases on weekly basis: IAB

Posted: 02/02/2012 in Marketing, Strategy

Tablet owners are spending a significant amount of time browsing and shopping on their devices every week, according to a new report from the Interactive Advertising Bureau UK.

The survey took a look at how mobile and online are used in the purchase journey, from awareness and research to purchase. IAB found that 72 percent of tablet owners use their device weekly to make purchases and the average amount of time spent shopping via the device per week is 4.4 hours compared to 2.2 hours for smartphones and 2.9 hours spent on PC users.

“It is quite astonishing to see how much time people are spending browsing and shopping on their tablets,” said Alex Cozloff, senior mobile manager at the IAB UK, London. “At the moment, this is a niche audience but it will be interesting to see how it progresses as there are more tablet owners.

“Obviously, people really like spending a lot of time with their tablets so the richer the experience you can provide on a tablet to hold that time, the better it should do,” she said.

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