12/29/2011 11:51 am ET

Survey Says: Tablet Shoppers Ring Up Big Tabs

Buying a tablet computer may be a splurge for most people, but once Americans actually buy a tablet, the spending doesn't stop there. A recent survey commissioned by Zmags found that 87 percent of tablet owners used their tablets to browse and buy holiday gifts this year, spending an average of $325.

What's most interesting, though, is that shoppers using tablets enjoyed shopping far more than the average consumer. While respondents who didn't own tablets described holiday shopping as stressful or overwhelming, tablet users said they felt "happy," "excited," "generous" and "indulgent" when buying via tablet. Tablet shoppers also showed a strong propensity to buy on impulse, and purchase luxury items. (One woman in the survey bought a $28,000 dress!)

Why it matters to your business: If you've got a mobile retail strategy in place, you'll be sitting pretty in 2012. Zmags found that 55 percent of tablet users say they will shop even more often with their devices next year. By comparison, just 19 percent of smartphone users plan to shop more with their phones. While your mobile retail strategy does need to include both types of devices, you may want to focus a bit more on tablets, since that's likely where the dollars will be going.