2012
04.27

An interesting report crossed my desk this week that explores consumers’ attitudes toward online shopping. And it got me thinking about how—and where—we shop.

Like most of America, I have done a bit of online shopping using my computer, but I began wondering how many have made purchases from a connected device. With this in mind, I dug through the WorldPay report to find the answer.

‘Heavy’ shoppers are more likely to be ‘device-enabled,’ with 36% purchasing on a smartphone and 23% on a tablet. Compare this to ‘medium’ shoppers: 17% use smartphones and 9% rely on tablets. Or ‘light’ shoppers: 7% shop with smartphones and only 3% with tablets. Interestingly, 5% of global shoppers purchased online using a connected television set.

What is holding us back from using connected devices to shop? According to the report, 40% of Americans say it is because there is either no need or they have security concerns.

Frankly, I would fall into the first of those two buckets. The fact of the matter is I very rarely hit a store at all, which explains why I haven’t turned to my tablet to surf through online catalogs of goods.

That being said, there is one device that is getting me to shop a little bit more—my ereader. When my husband gave it to me more than two years ago, I told him it would be the gift that keeps on giving. While I haven’t shopped through the Web on connected devices, I have used my ereader and tablet to buy electronic books, magazines, and apps—as have most Americans.

Purchasing this type of content on connected devices intrigues me. While I loved to read prior to my ereader, I rarely went to the store to buy a book—or even to the library to borrow one—because that required too much effort. Worse, when I heard about a book that interested me, a few days later I would forget the title and it would fall off my radar.

Now, from the comfort of my own home, I can search the best-seller lists and earmark books I am interested in reading. This has kept me fully stocked since the day I received my ereader.

I am convinced connected devices are going to change the way we shop. My ereader has transformed me from a ‘light’ shopper into an avid bookworm.

Interested in learning more about how other devices are impacting our shopping habits today? Join us at this year’s Connected World Conference for sessions on next-generation retail and POS (point-of-sale) solutions. Check out the agenda or register today.

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