Nielsen: Tablet users are more likely to make online purchases
Consumers are more likely to order an item for UK couriers to send out to their home when browsing on tablet computers than they are when surfing the net on their smartphones, the latest report from research firm Nielsen has found.
Nielsen surveyed 1,762 users of tablets, smartphones and other mobile internet devices in the UK. The majority of those surveyed - around 1,000 - were tablet users and just over 400 were smartphone users.
People using tablet devices such as iPads are considerably more relaxed about the prospect of advertising appearing on their device, indicating more of a propensity to engage in the ecommerce system.
The research firm found that 40 per cent of tablet owners and 30 per cent of smartphone users agreed to the statement that "advertising is acceptable" on their mobile devices.
Furthermore, iPad users appeared to be more likely to purchase an item after seeing it advertised on their tablet. This is indicated by the fact that 36 per cent of iPad users have made a purchase over the internet after seeing an ad, while eight per cent have ordered an item for UK delivery straight away using their device.
Talking to Total Telecoms, David Gosen, European managing director of telecoms practice at Nielsen, claimed the connected device market is shifting towards tablets as people begin to realise the potential range of activities they offer.
"You will see the trend from these early adopters will absolutely continue," he explained.
"This is a screen that makes them more engaged than a smartphone."
Recently a report from AT Kearney and Vodafone claimed the UK's internet economy is worth as much as £82 billion and urged the government to support broadband infrastructure around the country in a bid to boost the economy and increase e-commerce sales.
"Spending on fixed and mobile networks has serious public policy implications as the government considers investing in the country's infrastructure to promote economic growth," said Guy Laurence, Vodafone chief executive officer.