Tablets may trump other devices in mobile ecommerce market, study says

With the proliferation of tablet computers in recent years, more consumers are using the devices to make purchases. Although tablet owners only account for 9 percent of all shoppers, according to a recent study by Forrester Research and Bizrate Insights, 20 percent of mobile ecommerce transactions occur through the devices. The study also indicates that tablets may overtake smartphones and computers for mcommerce dominance.

"Everyone thinks that mobile phones and mobile commerce are the next big things, and I think what this data shows is it’s probably actually tablets," said Sucharita Mulpuru, an e-commerce analyst for Forrester and co-author of the study.

Mulpuru also revealed tablets are increasing the amount of time owners spend browsing the internet, and, according to the study, more consumers prefer the devices for their mcommerce needs. The larger screens provide an easier browser experience compared to smartphones, as well as the ability to enter personal information and click on website links.

Although many tablet owners prefer to use their products in the living room, restaurants and airports are also popular locations to use the devices. Another benefit of using tablets, especially for mcommerce transactions, is the application marketplace.

"The apps built for tablet devices are engaging, innovative and unique," said Mulpuru. "The page flipping, horizontal scroll, gyroscope, and audio recognition that tablets have gave us the unique experiences of TheFind’s Catalogue, Oakley’s OakleyView and TV commercials that push coupons and offers directly to our devices."

Mulpuru also said that although tablets are changing the way people access web content, it does not necessarily mean retailers must adjust their information for the devices.

In any case, the number of mcommerce transactions is on the rise. According to a global study by MEF, 38 percent of North American shoppers use their mobile devices to either make purchases or research products.

"This global research clearly demonstrates that consumers across the world are embracing mobile as a key access point for their content and commerce needs," said Andrew Bud, global chairman of MEF.

Despite a 28 percent decline to 7.2 million tablets for worldwide first quarter sales this year, due to a post-holiday letdown, IDC recently increased its projection for tablets from 50.4 to 53.5 million units for 2011. According to the research firm, the revision of the market is due to new devices and more competitive prices.