TV Spurs Product Searches on Tablets

November 29, 2012

This article is included in these additional categories:

Boomers & Older | Men | Mobile Phone | Retail & E-Commerce | Social Media | Television | Women | Youth & Gen X

As TV becomes increasingly one part of a multi-screen experience, new research shows that the marriage of TV and tablets can be a boon for advertisers. 7 in 10 tablet owners say that when they see a product they’re interested in on TV, they use their tablet to get more information, found [download page] Harris Interactive in a report conducted on behalf of The Search Agency. This tendency is highest among the 35-44 (81%) and 18-34 (71%) age groups, and drops to a slight majority among older tablet owners.

Millennial men aged 18-34 are more likely than women the same age to turn to their tablets for more information (74% vs. 68%), whereas between the ages of 35 and 44 the numbers even out (81% vs. 82%). Interestingly, men aged 45-54 are far less likely to seek information on their tablets than women (45% vs. 63%), but the majority reverses after age 55 (61% vs. 54%).

Smartphones For Singles, Tablets For Marrieds

Results from the “2012 Online User Behavior and Engagement Study” indicate that single respondents are more likely to own a smartphone than married respondents (49% vs. 43%), but, the opposite is true when it comes to tablets (36% vs. 45%). Despite married respondents being more likely to own a tablet, single tablet owners of any age are far more likely than those who are married to cross the screen from TV to the tablet to seek information (76% vs. 63%).

Millennials Prefer Shopping Online During the Day

The survey also finds that 51% of total respondents report being more likely to make an online purchase during the day than at night, a result at odds with a recent survey from Yesmail, in which just 30% of consumers surveyed said they prefer shopping online during the day.

Nevertheless, the results of the The Search Agency survey detail an interesting trend: Millennials (18-34) are the most likely age group to say they prefer making an online purchase during the day. (They’re also most likely to prefer browsing social networks during the day.)

About The Data: The survey was conducted online within the US by Harris Interactive on behalf of The Search Agency from August 14th-16th, 2012 among 2006 adults aged 18 and older.


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