Tablets reshape habits in France

16 October 2012

PARIS: Tablet owners in France are making a rising number of purchases using these devices, and have registered a faster uptake of this activity than smartphone users.

According to a study by Médiamétrie, the research firm, 31.7m people had completed ecommerce transactions via a PC, a figure that had grown by 2% year on year.

Elsewhere, 4.5m shoppers did so utilising a smartphone, equivalent to a 32% lift compared with 12 months ago. This also constituted 21% of all individuals possessing this type of gadget.

Turning to tablets, a total of 960k consumers, or 29% of the current user base, had acquired goods and services through this channel, an expansion of 71% on an annual basis.

Exactly 90% of the web population conducted product research on the internet. A 40% share of tablet owners had engaged in this activity on their slate before buying in stores, the equivalent for mobile web users standing at 22%.

To date, 13% of the tablet audience had obtained apparel directly from this gadget, as had 11% upon discussing electronics. This can be measured against scores of 6% on both counts for mobile phones. 

Amazon and eBay were among the most popular sites with tablet owners, ahead of Fnac and Cdiscount, the analysis revealed.

Thus far, 49% of shoppers who had acquired items from a tablet did so after being sent an email promotion, as had 39% upon receiving an invitation for a "private sale", and 21% viewing a TV ad.

More broadly, some 3.2m people have already bought devices such as the iPad and Kindle Fire, representing 10% of households in the country.

Data sourced from Médiamétrie; additional content by Warc staff