Shoppers Still Searching for Better Tablet Shopping Experience, According to Survey from TheFind

Mountain View, California (EastBayDaily) — TheFind (, the only comprehensive shopping search experience, today released the results of a survey, conducted online on their behalf by Harris Interactive in March among over 2,060 U.S. adults, among which 572 are tablet device owners, that illustrates how consumers are integrating tablets and apps into their shopping experience. Paired with usage data from, as well as from TheFind’s mobile, tablet and Facebook apps (TheFind Mobile, Catalogue, and Glimpse), the data showcases the growth of tablet shopping, as well as consumer pain points around the current tablet shopping experience.

As users continue to adopt tablets into their daily life, 37% of tablet owners who have ever shopped online with their tablets say they are using them more to shop now than they were 12 months ago according to the survey. While tablet shopping is steadily on the rise, shoppers are frustrated with the experiences currently available on their tablets. In fact, nearly half (49%) of tablet shoppers say their biggest pet peeve is that retailers’ websites and apps aren’t optimized for tablets.

With this data in mind, along with projections from Gartner that tablets will outsell PCs by 2017, TheFind is among a growing cadre of eCommerce players that believe the dynamics of online shopping are in for a fundamental restart. According to TheFind, this means an emphasis on ‘touch-first’ design and a shift away from browser-based search, which is where the majority of shopping experiences begin today. To address this growing consumer need and market opportunity, TheFind is creating a compelling shopping experience that will provide users with an app-based shopping search experience that is built with the touch screen in mind, to deliver an easy and effective way to search and browse for any product in every store from their iPad. Available in June, TheFind iPad app is poised to become the preferred shopping app for consumers.

An analysis of consumer traffic to TheFind shows an even stronger surge in tablet adoption.

“Traffic from tablets is growing fast, and our iPad traffic on alone has increased by nearly 250 percent in the first quarter of 2013, compared to the same time last year. We’ve also seen a large increase in the short term, with our iPad traffic increasing by more than 30 percent between Q4 2012 and Q1 2013, and we wouldn’t be surprised to see the iPad become the dominant shopping device this holiday season” said Siva Kumar, CEO, TheFind. “With the information gleaned from Harris Interactive, we are poised to release the only complete shopping experience for iPads, one that is designed as ‘touch-first’ with the rich features and personalization that makes the app a daily habit for online shoppers.”

Several additional surprises about consumer use of tablets for shopping were uncovered through the Harris Interactive-conducted poll, including: Currently, nearly nine in 10 tablet owners (87%) use their tablets to browse for products online (i.e., searching or comparing prices).

-Seven in 10 tablet owners (71%) purchase products on their tablets, with 41% buying an item on their tablets at least once a month and 12% more often than once a week.

Tablet shoppers also revealed the criteria they feel are most important when deciding whether or not to make a purchase on their tablets – and it’s not about keeping their payment information safe:

-The most popular reason (40%) those who say their tablet is not their preferred device for shopping online cite is that retailers’ tablet apps/sites don’t always offer the same experience as their standard websites – a bigger concern than worrying about entering payment information (only 28% cite this reason).

-Also of more concern than entering payment information:         35% of those who say their tablet is not their preferred device for shopping online say the checkout process is not always optimized on tablet devices, while 29% believe that product pictures are too small.

-Tablet shoppers are four times more likely to first go to a retailer’s website (48%) than to a retailer’s shopping app (12%).

-And, more than 2/3 (68%) of tablet owners would be interested in using a shopping app on their tablets.

Survey Methodology This survey was conducted online within the United States by Harris Interactive on behalf of TheFind from March 26-28, 2013 among 2,060 adults ages 18 and older, among which 572 are tablet owners. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact thefind(at)kaplowpr(dot)com.

About TheFind TheFind’s patented search, browse and discovery technology is expanding the eCommerce landscape through social, mobile and tablet commerce innovations. With an index of more than 500,000 stores and 500 million products, TheFind is the largest shopping search engine in North America and the only comprehensive shopping experience. TheFind was founded in 2005, venture funded by Bain Capital Ventures, Lightspeed Venture Partners and Redpoint Ventures and is a San Francisco and Silicon Valley-based company.


Usher Lieberman

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