Smartphones are an out-of-home, location-based technology. In fact, 60% of smartphone usage takes place outside the home. In contrast, 83% of tablet usage happens in-home. Meaning, tablet usage has more in common with your home computer than your smartphone.
This drastic difference in usage also affects the consumer’s path to purchase. 55% of tablet users convert online compared to just 20% of smartphone users, of which 77% convert in-store.
Regardless of device, more than half of all smartphone and tablet activities lead to conversion. So the question is no longer should I market to “mobile” devices, but what device type should I market to? If you’re looking to drive in-store conversions, targeting smartphones may be the better option. But, if driving on-line conversions is your goal, target tablets.
Data from xAd – Mobile Path to Purchase 2013