Meet this Holiday's Tablet Shopper

WHO'S ON THE COUCH? Meet this Holiday's Tablet Shopper Based on a November 2011 survey of 1500 consumers planning to shop on tablets, smartphones or PCs this holiday season conducted by Equation Research on behalf of Zmags (www.zmags.com). 87 PERCENT OF TABLET OWNERS TO HOLIDAY SHOP ON THEIR TABLETS Tablet commerce engages and excites shoppers; 44 percent to spend $300+ on holiday gifts via tablets. Twenty-four percent of tablet owners also like how the tablet experience facilitates easy browsing and helps them discover products via retailers' sites, digital catalogs and apps. 24% OTHER SURVEY FINDINGS INCLUDE: What is the tablet owner shopping for this holiday? 50% 20% Buying Browsing Fifty percent of tablet owners say the couch is their favored location for shopping but they can also be found shopping in bed (20 percent), at the kitchen counter, in the mall and at coffee shops as well as on public transportation. EIectronics 53% 60% More than half of tablet owners say shopping makes them feel happy and more excited, indulgent and generous than other forms of online, mobile or in-store shopping. Clothes 39% 52% Toys "TABLET SHOPPING 39% 43% MAKES ME HAPPY" Tablet shoppers see themselves as: 52% SAVVY SPENDERS Clothing, toys and luxury categories are quickly joining electronics for strong tablet commerce action this holiday season. SPONTANEOUS 14% SPLURGERS 9% LUXURY BUYERS Men are bigger spenders on their tablets than women this holiday season. TABLET OWNERS PLAN TO ENGAGE IN COUCH COMMERCE FOR THE LONG TERM. 49% 19% Next year, 49 percent of today's tablet owners plan to shop even more using their tablets, whereas only 19 percent of smartphone owners say they will shop more from their smartphones. 52% will spend between 37% will spend between $201-500 $201-500 Tablet shoppers plan on spending an average of $325 on holiday gifts using their tablets this year. 44% will be spending between $201-500 on their tablet. 44% III. -19% will be spending over $501 19% Afternoon, after dinner or eve- ning are tablet shopping prime-times - accounting for 83% of usage. 35% 27% of tablet of tablet 83% owners are owners are aged aged between 35-49. over 50 CONFESSIONS OF A TABLET SHOPPER: MOST EXPENSIVE TABLET SPLURGES: Designer clothes including a hand-embroidered silk-chiffon dress that cost $28,215 CARS JEWELRY ELECTRONICS WASHING GOLF CLUBS MACHINE TRAVEL GUITAR FURNITURE MOST UNUSUAL TABLET PURCHASES: HOME DELIVERY ICE CREAM AUTOMATIC CAT LITTER PAN BIRDS Women tablet owners 57% GENDER AND AGE TABLET feel happier about shopping than men. 51% SHOPPING DIFFERENCES THIS HOLIDAY "HAPPY!" Women tablet owners Male tablet owners feel a little more creative 21% 46% are quite more excited about shopping than men. about shopping than 23% 36% women. "EXCITED!" "CREATIVE!" But women tablet 17% Women tablet owners also feel more generous than men. shoppers feel guiltier about shopping than 23% 12% 17% men. "GUILTY!" "GENEROUS!" zmags %24