Consumers who own tablets are adopting new communications habits, but are also making fewer visits to stores, according to multimarket research.
InMobi (@inmobi), the mobile advertising network, and Mobext (@mobext), the agency run by Havas, polled 8,400 people in India, France, South Korea, the UK, and US, finding 69% of tablet owners shopped via the devices in the 30 days before the survey.
· Over 20% of tablet early adopters claim to have made less trips to brick-and-mortar stores after obtaining the device. A third of people yet to own such an appliance hope to buy one in the next 6 months.
· 61% of the existing tablet community says this channel plays a key role in building brand awareness when used at home, as do 58% for "active evaluation," and 63% for completing transactions.
· 58% of people with an iPad or similar offering access content - and especially rich media - in short bursts throughout the day, as do 56% of their smartphone counterparts.
· 72% watch TV and use their slate simultaneously; 20% spend more time in front of the television having bought a tablet.
· 51% of tablet owners say using it fills "dead time;" 49% share it with family members.
· 44% "would not want to be separated" from their tablet.
· 42% say tablets have "revolutionized" the way they communicate with friends and colleagues.
· Tablet users shop more on their device than PC and smartphone users.
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