In September 2011, a whopping 48% of tablet owners made a purchase on their tablet while 52% did not, according to a recent comScore whitepaper report called Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. This is part of a growing trend in tablet usage, ignited by the launch of Apple’s iPad in January 2010.
Of those who did use their tablet to make a purchase, it’s notable that they fully used their tablets to do everything, from product and store research and price comparisons to the final transaction.
From this chart, it appears as if the devoted tablet users are using their devices for all their shopping activities, whereas the less-frequent tablet users will casually use their devices for shopping.
The same held true for tablet users who perused coupons and daily deals on their devices.
This data isn’t very surprising considering Forrester’s prediction earlier this year that one-third of U.S. consumers will be tablet users by 2015. With Amazon’s release of the Kindle Fire tablet at the end of September, we can only predict tablet popularity continuing to grow.
