Though consumers clearly use their tablets to shop — a survey released Jan. 16 by rich media marketing company Zmags found that 87% of tablet owners did their holiday shopping using their tablets this year — only 4% of those surveyed said they prefer using mobile branded apps for shopping.

The data, based on a survey of 1,500 consumers who own either a computer, smartphone and/or tablet, also revealed that 87% of connected consumers would rather browse and buy from websites on PCs or laptops, while 14% prefer to shop via mobile sites on their smartphones. Nine percent said they favor their tablets.

W. Sean Ford, Zmags’ COO and CMO, said he sees these findings as demonstrative of the fact that despite the “amount of time and attention being invested in the industry,” there is a “surprisingly low preference of the use of apps as a way to engage and purchase through various mobile commerce channels.”

 

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