The increasing spread of devices like Smartphones and tablet is nothing new that you find today. Google wanted, however, begin to develop some of understanding aimed at understanding how users make use of this device especially when it comes to buying online. For this it collaborated with the analyst firm Ipsos during Christmas season 2011 for a well defined user profile in an attempt to learn if and how smartphones and tablets are used to make purchases online.
It was found that 41% of respondents consulted not only the object of interest from smartphones, but it has also purchased directly by itself. 46% of the latter has instead gone directly into the store after being convinced to purchase, while 37% did it from a normal desktop PC. According to the findings, 19% sought the object of smartphones, has seen him in a regular physical store and finally bought it online. 18% have followed the same path, however, by purchasing directly from the smartphone. A fringe minor, 8%, has “discovered” the item in the shop and then bought it from the mobile device.
Smartphones and tablet, because of their mobile nature, they also reveal suitable for tasks such as reading articles and reviews, which resulted in higher percentage than that of PC desktop. The tablet in particular dominates with 77% of cases. Common and complex tasks, such as comparing prices and consultation instead of promotions and discounts were made on a PC, perhaps out of habit. And speaking of habits, statistics show a further matter of particular importance: smartphones and tablets are radically changing the way we make purchases by consumers.
Furthermore, the data is a necessary point of reference just for online retailers, since they understand that making a mobile version is highly optimized for all major platforms of ecommerce websites can also be crucial property for the satisfaction of the customer.