People with tablets shop more on their devices than PC and smartphone users, according to new research from mobile advertising network InMobi and mobile marketing agency Mobext.

The new report, entitled ‘The Role of Tablets in the Consumer Sales Journey’, contacted more than 8,400 people worldwide. It found that 69% of tablet users had shopped via their device in the last 30 days.

The majority of tablet users in the UK said it was easier to access media content on a tablet than on a mobile or laptop/desktop computer. In addition, the research found that tablet users used their device for online purchases more regularly than any other connected device.

Tablet use is even affecting high-street purchasing, with over 20% of tablet users saying they now shopped less in ‘bricks and mortar’ stores since purchasing their device.

John Stoneman, InMobi’s Sales Director for the EME region, 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.”

Almost a third of non-tablet owners said they were likely to purchase one in the next six months.

InMobi and Mobext have now produced a Connected Device planning tool that allows advertisers to determine which devices should be up considered when planning digital campaigns to target consumers using multiple devices.