Tablets have become the mobile device choice for consumers shopping online. Those using tablets treat them like a PC, comparing products and making purchases. In fact, online shoppers are three times more likely to make a purchase on a tablet compared with a smartphone, according to "The State of Mobile Benchmark-Q2 2013."
While consumers might use smartphones to quickly check a reference, such as price checks or finding store locations, the conversion more often occurs on a tablet. But the preferences for tablets versus smartphones vary depending on the type of site they are visiting, either from a search engine or app.
Retail Web sites get the most tablet traffic, followed by auto and travel and hospitality sites. While users on tablets prefer shopping on retail and e‑commerce sites, consumers on smartphones tend to frequent telecom and media sites more often.
Still, iOS remains the operating system used most frequently. It accounts for 49% of smartphone searches or browsing in the U.S., followed by Android at 45%. During the past 12 months, Research in Motion (RIM) declined from 5% to 1% share of visits in the U.S., while Windows maintained its 1% share.[Source: "The State of Mobile Benchmark-Q2 3013." Adobe Systems Inc. 23 Apr. 2013. Web. 3 May 2013.]