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According to the IAB’s “Digital Shopping Report,” more consumers overall still prefer tablets over smartphones when it comes to making retail purchases — 35 percent vs. 28 percent — though when it comes to younger consumers, it’s a different story.
For shoppers between the ages of 18-34, the majority prefers smartphones over tablets for making purchases — 43 percent vs. 35 percent — while for adults between the ages of 34-54 it's the opposite, with most in this age group opting for tablets over smartphones — 41% vs. 35%. Those between the ages of 55-64 are more than twice as likely to use a tablet: 34 percent vs. 15 percent, respectively.
The study found this trend continues when identifying what devise consumers use for checking prices and reading product reviews. Consumers between the ages of 18 and 34 were more likely to skim product reviews on smartphones than tablets — 44 percent vs. 32 percent — and members of this age group are also more inclined to check prices on a smartphone than a tablet as well: 42 percent vs. 32 percent. Those between the ages of 35 and 54, however, are more prone to use tablets to read reviews, locate stores, check store hours, and compare prices: 40 percent vs. 35 percent....
Consumers between the ages of 18-34 are more likely to use smartphones for making purchases, while those ages 35-54 typically opt for tablets, according to a report released this week by the Interactive Advertising Bureau.