Tuesday, 25 July 2017

Tablet users twice as likely to shop online as smartphone users

Flash Networks
Thursday 30 May 13

An analysis by Flash Networks of identifiable mobile data traffic from their installed customer base has shown that tablet users are more likely to shop online and browse news sites than smartphone users. The findings were based on mobile Internet traffic data retrieved from operators in Western Europe and Asia during March of 2013…

An analysis by Flash Networks of identifiable mobile data traffic from their installed customer base has shown that tablet users are more likely to shop online and browse news sites than smartphone users. The findings were based on mobile Internet traffic data retrieved from operators in Western Europe and Asia during March of 2013.

Based on Harmony Analytics, Flash Networks - the leading provider of mobile Internet optimization and monetization solutions - discovered that people who browse on tablets are twice as likely to go to shopping sites, and three times more likely to browse news sites than people who browse on smartphones. Conversely, those who browse on smartphones are more than twice as likely as tablet users to engage in social networking activity, such as Facebook and LinkedIn.

This research suggests that although tablets are also a mobile device, consumers tend to behave more like PC users than smartphone users when they browse and engage with shopping and news sites. Yet, when it comes to checking in and updating social networks, subscribers are more likely to do so on the move, using a smaller device.

Flash Networks collected this data using Harmony Analytics which provides the ability to drill down and analyze traffic based on devices, domain, bearer (e.g. 3G, 4G), data plan (e.g. prepaid, postpaid), application, or any combination of these factors. This analysis is helpful for identifying browsing behaviour for advertisers to monetize the mobile Internet.

"We are continuously evolving our analytics to help operators have a greater understanding of application level trends and subscriber behavior,” said Merav Bahat, Vice President of Marketing and Business Development at Flash Networks. “Mobile operators are currently in a position to share valuable information about subscriber preferences that can unlock the key to realizing the potential of mobile advertising.”


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