Both Online and In-store, Tablet Shoppers Rely Heavily on Mobile Web throughout Purchase Journey

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Chadwick Martin Bailey Releases a New Study: The Tablet Path to Purchase: The Mobile, Social, and Online Journey

Chadwick Martin Bailey, CMB, Consumer Pulse
We’re seeing that smartphones, in particular, are indeed playing an increasingly important role in the consumer purchase journey for tablets—including when people are inside a physical retail store

A new study of 2,000 consumers from market research and consulting firm Chadwick Martin Bailey (CMB) found that mobile, social, and online factors influence tablet purchasers very differently at separate stages in the purchase journey. Additional findings include:

  •     Mobile devices play a large role in the research and evaluation phase, but are rarely used to actually buy tablets. Mobile devices are used by two-thirds of tablet shoppers during their purchase journey, but only 8% of tablet purchasers complete their purchase on a mobile device.
  •     In-store mobile activities play an important role. During the research and evaluation phase, 25% of tablet purchasers speak with a retail sales associate. Just as many use mobile devices while in the retail store to compare prices, check online reviews, text a friend for advice, or pay with a mobile wallet.
  •     Mobile applications are used infrequently throughout the purchase journey. Although the mobile web is used extensively, only 13% of tablet shoppers use a mobile application during the entire purchase journey.
  •     Social media is not used much during the tablet purchase journey. While the consumer purchase journey is very “social” in nature (fellow consumer reviews are hugely influential, as is word of mouth directly from friends and family), few of these interactions actually happen on social media platforms. Only 12% of buyers use social media during the tablet purchase journey.
  •     Reviews from consumers matter more than expert reviews. Reviews, collectively, are the most influential resource during the research/evaluation and final purchase phases. Consumer reviews are used much more commonly than “expert” reviews in each phase of the purchase journey and are more influential.

“We’re seeing that smartphones, in particular, are indeed playing an increasingly important role in the consumer purchase journey for tablets—including when people are inside a physical retail store,” according to Chris Neal, VP of the Technology and Telecom Practice at Chadwick Martin Bailey. “Most of this activity is still happening on the mobile web, rather than within any specific mobile application, which has implications for media spending optimization, digital creative, and retail channel management.”

About this Research
This study was done as part of CMB’s self-funded Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 2,000 consumers, ages 18+, who had purchased a tablet in the last 90 days, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in spring of 2014. You can find all of CMB’s Consumer Pulse’s reports on subjects like online banking, mobile wallet, and the hotel booking Path to Purchase here.

Upcoming Consumer Pulse Research on Emotion Measurement
In December, CMB will publish the results of their latest Consumer Pulse research on emotional measurement. The company will also unveil their new emotional measurement tool to help brands uncover the emotional impact they have on their target audience—letting brands tackle a broad range of business challenges—from marketing to customer loyalty and new product development.

About Chadwick Martin Bailey (CMB)
CMB is an AMA Gold Top 50 market research and consulting firm partnering with a select group of the world’s leading brands. Founded in 1984, CMB collaborates on game-changing initiatives including segmentation, invigorating brand health, rejuvenating tired trackers, driving loyalty, and product and service development. For more information, visit

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Stephanie Kimball
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