87% Of Connected Consumers Prefer Websites & Mobile Sites Over Apps

Welcome to the connected consumer. This person most likely has a tablet and smartphone, and is constantly connected to their friends via Facebook. Today, more than 60% of 25-34 year-olds (Gen-Y) own a smartphone. One in three online consumers will buy a tablet by 2014. That's a lot to digest at once, right? A new survey from Zmags investigates the connected consumer and their digital habits.

Only 4% of these consumers use branded apps. Eighty-seven percent prefer to use websites and mobile sites. This is good news for the so-called tablet commerce revolution (can a consumer movement be rightly called a "revolution"? I shudder), which suggests that tablet owners are using tablet-optimized websites like Amazon.com. But this connected consumer is not a Gen-Y. She is...wait for it...a 40-something-year-old woman.

The survey also cites Facebook as an untapped opportunity: More than 75% of connected consumers are also active Facebook users. We have written before about how Facebook is not and will not become a mall. Even though 50% of consumers are logged into Facebook while shopping on an e-commerce site and 40% are engaged with brands' fan pages, this doesn't mean they'll start shopping on Facebook. Meanwhile, social commerce sites like Fab.com growing quickly, attracting a design-focused audience.

The survey found that 87% of consumers relied on their PCs and laptops for browsing, researching and purchasing. Most consumers shopped on their tablet from the couch or from their smartphone.

Posted on January 17, 2012 and filed under Best Practices.