Jumptap, comScore study looks at mobile commerce trends
By Ki Mae Heussner
November 10 2011
Tablets may be good for watching movies or reading books, but it looks like consumers are increasingly using it for something else, too: shopping.
According to a study from mobile ad network Jumptap and comScore, 63 percent of tablet owners have made a purchase with their device, as opposed to just 31 percent of mobile owners. That compares to 83 percent of PC owners who have completed a purchase on their laptop or desk computer.
Among consumers aged 18 to 34, the gap between PC and tablet shopping is even narrower with 79 percent saying that they’ve made tablet purchases and 89 percent indicating that they’ve used their PC for shopping.
Mobile purchasing also skews male. The survey found that 67 percent of men, compared to 55 percent of women, made tablet purchases; 39 percent of men, compared to 23 percent of women, made mobile phone purchases.
Jumptap’s study also found that consumers appear to be more willing to use their mobile devices for banking. While just one in eight consumers were willing to access banking, credit card, or other financial information from their mobile device last year, one in six are willing to bank on the go in 2011.
“Our ‘Understanding Mobile Audience’ series helps to inform our advertisers and the industry about consumers’ mobile use,” said Paran Johar, CMO of Jumptap. He also said that the significant use of tablets for e-commerce is “driven by the devices’ larger form factor, which is more comfortable for consumers to make purchases on.”
Jumptap’s findings come after an October study from research firm OTX MediaCT on behalf of PayPal, which indicates that tablet ownership increases the frequency of mobile shopping and improves purchase experiences.
That’s good news for retailers because Forrester Research projects that U.S. tablet sales will almost double from 26 million this year to more than 50 million in 2012.
Jumptap’s study looked at the most popular mobile purchases. Here’s the top 10:
1. Event tickets; daily deals: 38 percent of mobile device owners have made these purchases (tie)
3. Apparel or accessories: 36 percent
4. Travel; physical copies of books, video games or movies: 33 percent (tie)
6. Consumer electronics (TVs, etc., but excluding mobile phones): 32 percent
7. Flowers and gifts; toys: 30 percent (tie)
9. General services (photo printing, shipping services, etc.): 26 percent
10. Consumer packaged goods; sports and fitness: 25 percent (tie)