Online shoppers are now using eCommerce technology through their tablet, rather than their smartphone, according to research from Forrester.
It revealed that 47 per cent of people have bought something online using their touchscreen devices, with 44 per cent adding that they were not frustrated by their e-shopping experience.
The popularity of the tablet is going to bring new challenges to retailers, said Forrester, who will need to react to how people use them.
It stated that tablets bring a notion of "flippability", where shoppers feel like they are turning the pages of a catalogue.
This was backed up by the fact that 80 per cent of tablet owners predominantly use the device while they are at home in their living room, shopping from the comfort of their couch.
Recently, research from Informa predicted that Android tablets would start outselling the iPad by 2016, with eCommerce technology experts having to cater for both operating systems.
Posted by Richard Jones