Shoppers most often use tablets for product research, though buying via the device is on the rise.
Tablets’ touchscreens create opportunities for hands-on experiences for consumers, and a platform for brands to showcase products. The content that beauty consumers devour in magazines—such as tutorials, product reviews and diagnostic quizzes—are ripe for the interactive opportunities that tablets can provide, according to a new eMarketer report, “Beauty and the Tablet: Creating New Ways for Beauty Consumers to Try and Buy.”
In 2011, there were 23.2 million US mobile shoppers using tablets. By the end of this year, that number will jump to 94.2 million, eMarketer estimates. And as tablet adoption continues to rise, mobile shoppers using tablets will total 146 million by 2017, representing nearly seven out of 10 digital shoppers.