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Forrester: Why Tablet Commerce May Beat Out Mobile

Published on July 29, 2011

Tags: Consumer Electronics, Customer Behavior, Forecasts, Research Summaries

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

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