Bigger Screens Drive More Transactions

To the extent that larger screens are more conducive to many types of commerce operations and transactions, it is not surprising that actual transactions seem to happen more frequently on tablets than smart phones.

Tablet and smart phone ads seem to lead to later transactions conducted on PCs. There are differences, though.  Tablet and smart phone owners in Germany, Italy and the U.K. are more likely than American device owners to make a purchase online using a PC, after viewing an ad on their tablet or smart phone, according to new research from Nielsen. 

Italian device owners are the most likely to click on an ad to seek out further information on a product advertised on their tablet or smart phone.

Americans are the least likely to make a purchase on their smart phone after viewing an ad. 

But U.S. tablet owners are more likely to click on a mobile ad or search for more information after viewing a mobile ad than U.S. smart phone owners.