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Forrester: Why Tablet Commerce May Beat Out Mobile

July 29, 2011

With the number of Americans owning tablet devices forecast to increase at a compound annual growth rate (CAGR) of 51% between 2010 and 2015, tablet commerce is expected to grow rapidly over the same period, offering consumers a portable yet highly engaging shopping experience, according to a new report by Forrester Research in partnership with Bizrate Insights.

Below, additional findings from the report titled "Why Tablet Commerce May Soon Trump Mobile Commerce," based on a 2Q11 survey of online shoppers. 

Some 9% of surveyed online shoppers say they own a tablet device; among them, roughly 78% own a smartphone as well (i.e., 7% of online shoppers own both a tablet and smartphone), while 22% of tablet owners (2% of online shoppers) own a tablet only.

Shopping Online

Shopping online is a popular activity among tablet owners: 47% say they've purchased something via their tablet and an additional 13% have shopped via tablet without buying.

Tablets Preferred  

Among online shoppers who own tablets, most prefer tablets to smartphones when buying online and most find their tablet as easy to use as their computer when doing so:

  • 72% of Gen X*, 67% of Boomers, and 65% of Gen Y say they use their tablet more than their smartphone to shop online.
  • 62% of Gen X, 60% of Gen Y, and 57% of Boomers say it's just as easy to visit and buy from retail sites via tablet as it is via PC.

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