And 20 per cent say they shop less in bricks and mortar stores, since buying a tablet.
Ad network InMobi and Mobext, the mobile marketing unit of Havas Digital, revealed the findings in their report ‘The Role of Tablets in the Consumer Sales Journey’.
The study looked at the media consumption habits of over 8,400 respondents across seven different markets.
Overall, it found that smartphones and tablets are transforming media consumption and shopping habits in the UK.
Thus, seven out of ten users regularly use their tablet and watch TV at the same time, while 63 per cent agree it's easier to access media content on a tablet than on a mobile or laptop/desktop.
In terms of shopping, the research also found that tablet users seem more comfortable about buying expensive items that phone users.
Indeed, almost one in ten happy to make a ‘big ticket’ purchase, in contrast with 2.9 per cent for smartphone users.
Further research findings include:
* 51 per cent use a tablet to fill what would previously have been ‘dead time’
* 49 per cent of respondents share their tablet with family members
* 44 per cent said they would not want to be separated from their tablet
* 42 per cent said that their tablet device has revolutionised the way they communicate with friends/colleagues
* Almost a third of current non-tablet owners said they were likely to purchase one in the next six months
John Stoneman, sales director EMEA at InMobi, said: “Media consumption habits are indeed evolving, with digital consumers supplementing or even replacing time spent with traditional forms of media, such as print readership and much purchasing now happens in the home via a mobile device.
"The research shows there is a strong correlation between the use of tablet devices and TV viewing, with the UK showing the highest levels of ‘dual-screening’ across the globe. Considering the path to purchase point; tablets are being used to research and browse products; which is then followed by a decision to buy the product.
"Notably we discovered that when consumers shop on tablets, they spend more than on any other device.”
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