Leave it to Apple to, once again, fill a need we didn’t even know we had.
Apple's newly introduced iPad Mini and 4th generation iPad are seen during Apple's special event at... [+]
At first, we were skeptical of the iPad Mini. It felt too much like an attempt to catch up with smaller format Kindles, Nooks and other tablets rather than a unique leap into digital futures. But then we completed the 3rd edition of From Buzz to Buy, our study measuring the impact of digital and social media on shopping, and the Mini’s appeal became apparent.
Smaller and lighter than its full-size sibling (weighing in at just 0.68 lb versus the 1.33 lb iPad 2), but with all of the sleekness and functionality of an Apple product, the iPad Mini is easy to throw in a purse or bag without weighing you down – making it truly mobile and a win for both shoppers and retailers alike.
Mobility is now a staple for all – 91% own the ubiquitous smartphone. But this past year also saw the rise of the tablet and e-reader. Shoppers are increasingly using these devices (33% own a tablet, 27% an e-reader), giving them more access to the Internet everywhere and everyway they shop.
In store, shoppers now use their mobile devices to access product information and engage their friends in buying decisions. While smartphones are still the most widely used devices in-store (42%), tablets are on the rise: 16% of shoppers now use web-enabled tablets to compare prices, take pictures of a potential purchase (both 35%) and educate themselves. They scan QR and barcodes, go to a site to read reviews and find or redeem coupons.
Shoppers are turning to their mobile devices for online shopping as well – smartphones, tablets and e-readers accounted for 25% of online purchases made in the past three months (11%, 10% and 4%, respectively).
Apps are further fueling mobile shopping activity – shopping apps are now the 4th most downloaded app category following Games, Social Media and Music. Shoppers are most inclined to download apps from their favorite retailers in various categories, including online (think Amazon), mass merchandisers, electronics stores and drug stores and any place that enables them to find deals quickly.
So consider us converted – the iPad Mini is one smart shopping tool. Right size, right time, right place. Not just another pretty face.
