The Nielsen Company studied online shopping behaviour, comparing the way people research and buy using smartphones and tablets in the United States. The study found that twice as many smartphone owners use the store locator on the smartphone (76 percent) compared to tablet owners, and slightly more tablet owners (65 percent) research items before purchase than smartphone owners (59 percent).
Slightly more tablet owners make a digital purchase on tablets (48 percent) than on smartphones (39 percent) and also to purchase a service online, 27 percent on tablets versus 21 percent on a smartphone. Smartphone users are more likely to use lists while shopping, as well as use mobile coupons and use devices for payment, according to Nielsen.
This data set is among the many trends highlighted in the annual Global Digital Media Trendbook. The 2015 GDMT executive summary is now available for free. The Trendbook itself is packed with 500 data sets, 70,000 words of analysis and 230 pages of digital media usage and revenue trends.
The executive summary captures the essence of the trendbook, with 20 pages of 2015’s hottest digital media trends in mobile, video, social media, Big Data and digital revenue streams. For more information, contact publisher Martha Stone at email@example.com, or go to www.wnmn.org to download the executive summary.