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Why Adobe says tablets continue to trump smartphones when it comes to shopping

by David Needle

January 17 2013

Whether you call it ecommerce or T-commerce (for tablets), when it comes to mobile shopping, tablets are proving to be the most popular mobile device.

A new study by Adobe Systems found that 55% of tablet owners reported using the device for buying products, compared to 28% of smartphone users. Tablet users also appear to make shopping more of a regular activity; 44% of tablet users said shopping was a typical activity on their devices versus only 20% on smartphones.

Adobe’s report was based on a survey of 1,003 American adults conducted from Nov. 28-Dec. 3 who owned a tablet and/or a smartphone.

As MediaPost notes in its report on Adobe’s study, tablets' larger screens make them inherently more suited to browse products, compare prices, read reviews and ratings than smartphones with their more limited screen size. People are also more apt to use tablets to shop from the comfort of their couch.

Another frustation for smartphone users is the slow speed of mobile browsers.

“What we’re seeing is that apps are catching up to browsers, and I think that’s what’s interesting for retailers,” said Lynly Schambers-Lenox, group product marketing manager for digital publishing at Adobe.

Such a deal

Adobe’s report also found that getting money-saving offers is the most important feature of an app among both tablet (52%) and smartphone (67%) shoppers. Almost half (49%) of tablet users want to have interactive images and slide shows, while a majority of smartphone users (60%) put a priority on geolocation services for finding nearby stores.

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