IAB: Younger Shoppers Favor Smartphone

In a study released by the Interactive Advertising Bureau, younger adults, ages 18 to 34, are more likely to favor smartphones for retail activities than any other age group.

According to the IAB Digital Shopping Report, 43% of younger consumers said they prefer purchasing on smartphones compared with 35% on tablets, but consumers overall are more likely to purchase using a tablet, at 35%, than they are using a smartphone, at 28%.

Younger consumers are more likely to read a product review on their smartphones, at 44% versus 32% of the general population, and less likely to do so on tablets, at 32%. They’re also inclined to check prices on a smartphone, at 42% versus 33% for the general population, and are less likely to do so on a tablet, again at 32%.

Consumers from ages 35 to 54 are more prone to use tablets to read product reviews, locate stores, check store hours and check product pricing, and more than twice as likely to make a purchase on a tablet, at 34% versus 15% on a smartphone.

Consumers 65-plus are more than twice as likely to make a purchase on a tablet, at 26%, than on a smartphone, at 11%, and are nearly twice as likely to read a product review on a tablet, at 31%, than on a smartphone, at 17%.

The report noted that half of adults in the United States regularly conduct some form of showrooming, defined in the study as comparing prices on a mobile device while in a retail store prior to purchasing.