July research from Nielsen indicated that 22% of US smartphone users had made an online purchase via PC after seeing a mobile ad, more than quadruple the percentage who had purchased on their phone. Notably, tablet users were even more likely to buy something on a PC after seeing an ad on their device. Given that tablets have a large-enough screen size and are more commonly used at home than out and about, users’ reasons for switching to the desktop to make a purchase suggest discomfort with mobile purchases, even when the individual isn’t on the go, or the possibility that retail sites are not well-optimized for tablet viewing or utilization. Read the rest at eMarketer.
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