• by Jack Loechner , Staff Writer @mp_research, November 3, 2011

Recent findings from a survey of U.S. smartphone and tablet owners, by Ipsos OTX MediaCT, indicate that tablet ownership increases the frequency of mobile shopping, improves the purchase experience, and makes consumers who own both devices use their smartphone more often.

The study revealed that owners of tablets (as well as smartphones) buying nearly twice as often as those who only have smartphones.

Further, says the report, more than 40% of these “dual owners” made more than 20 mobile purchases over the past year, while nearly two-thirds of dual owners indicated higher overall spending due to their mobile purchasing activity.

Todd Board, SVP of Ipsos OTX MediaCT, noted that “Dual owners have the classic markings of early tech adopters, including skewing high-income and male... owning both a smartphone and tablet can positively reinforce mobile

shopping and spending habits.”

The study finds that dual owners are significantly more likely (63%) to indicate increased overall spending on mobile purchases, versus owners of smartphones only (29%). Tablet owners may be enticed to spend more, says the report, due to the device’s larger screen and keyboard, and touchscreen capabilities, which tablet owners say improve the shopping experience.

Laura Chambers, Senior Director of Mobile, PayPal, expects “... retailers will see quite a bit of ‘couch commerce’ this year... the first big spike in mobile shopping will be right after Thanksgiving dinner, where consumers will be shopping from their tablets and smartphones right from their couch... (an) early opportunity for retailers to engage their customers.”

The study also found that the addition of a tablet complements the smartphone shopping experience. In fact, the results show that dual owners still prefer smartphones for a wider range of m-commerce tasks:

Board concludes, “Where dual owners have a preference between devices for mobile commerce activities, most preferences are in favor of the smartphone... easier to use for... coupons or QR codes, listening to audio with privacy, and buying in... public settings. ... tablets preferred for website-based purchases... tied to... at-home purchasing... (though) the profile and habits of these ‘dual owners’ are still fluid, with tablet adoption still early... “

These findings are based on an Ipsos OTX MediaCT survey conducted on behalf of PayPal in August, 2011. Identically fielded surveys and a 100% response rate would have an estimated margin of error of +/-2.7 percentage points, 19 times out of 20, compared to these study results, notes the report.

For additional information about the study from Ipsos, please visit here.