Stop Thinking Mobile, Start Thinking Smartphone vs. Tablet

Smartphones and tablets are typically lumped into the same category—mobile. While, at surface level, these two types of devices may seem very similar, the way they are used could not be more different.

Smartphone v. Tablet Usage

xAd Mobile Path to Purchase Retail 2013

Smartphones are an out-of-home, location-based technology. In fact, 60% of smartphone usage takes place outside the home. In contrast, 83% of tablet usage happens in-home. Meaning, tablet usage has more in common with your home computer than your smartphone.

This drastic difference in usage also affects the consumer’s path to purchase. 55% of tablet users convert online compared to just 20% of smartphone users, of which 77% convert in-store.

Regardless of device, more than half of all smartphone and tablet activities lead to conversion. So the question is no longer should I market to “mobile” devices, but what device type should I market to? If you’re looking to drive in-store conversions, targeting smartphones may be the better option. But, if driving on-line conversions is your goal, target tablets.

Data and chart from xAd – Mobile Path to Purchase 2013

2 thoughts on “Stop Thinking Mobile, Start Thinking Smartphone vs. Tablet

  1. great topic. The smartphone is connected to everyone’s hip, and over time will replace the wallet with mPayments becoming a huge investments for the financial industry (See Square). As for tablets, this device has totally replaced the home computer for my family.

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