Half of Tablet Owners Shift Product Research From Their Computers to Their Devices

by MarketingCharts staff
Even so, far fewer (34%) are making retail purchases or browsing for purchases on their tablets instead of their computers, suggesting that tablets haven’t overtaken computers yet as the device of choice for e-commerce purchases.

Turning to entertainment activities, a slight majority – 52% – of respondents said they’re now watching TV and video (whether live or recorded) on their tablets rather than their computers. But when it comes to reading news, books and magazines, only 31% have shifted those activities their tablets.

Fewer still are paying bills and checking statements (23%) and booking travel arrangements (11%) on their tablets rather than their computers.

Although a majority of respondents would consider a tablet as a replacement for their computer, the study does not delve into use of tablets for content creation. Earlier this year, the NPD Group argued that “computers will remain the fundamental content creation device in consumer’s took box for many years to come,” while for Deloitte, now is a “PC Plus” era, not a “post-PC era.”

Other Findings:

  • Asked whether they’re more likely to respond to an ad on their tablet or their laptop/desktop, 56% of survey respondents said they’re more likely to respond on their tablet. But, only 45% said they’d be more likely to interact with an ad on their tablet rather than their computer.
  • After seeing an ad on TV or in a magazine for an item of interest, 55% of respondents said they would be more likely to turn to their tablet – rather than their computer – to make a purchase or seek additional information.
  • The type of tablet ad content that respondents are most likely to respond to? Discounts, coupons and promotions (62%), not surprisingly.

About the Data: The study was fielded from November 20 – November 22, 2013. The survey targeted a random sample of US and Canadian consumers who self-identified as, 18 years of age or older, who own a tablet and a laptop/desktop computer. The study garnered 1,000 completes.