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The results of a 2013 Adobe Systems study on retail apps and buying habits reveal insights on perceptions and attitudes toward mobile shopping using retail apps and browsers, providing new direction for retailers to develop their digital publishing strategies. Increased consumer interest in using shopping applications means retailers must adapt to meet the rising expectations for specialized mobile shopping experiences. The results indicate that tablet users (55percent) are almost twice as likely as smartphone users (28 percent) to use their device to purchase products and services. The findings also reveal that retail and catalog apps are rapidly catching up to mobile browsers as a viable shopping channel: nearly half of all mobile shoppers are interested in using apps instead of a mobile browser (45 percent of tablet shoppers and 49 percent of smartphone shoppers). The research is based on an online survey with a sample of 1,003 consumers. Identify potential concerns with coverage, nonresponse, sampling, and measurement errors.
Solution
VerifiedThe results are based on an online survey.
The sample size is consumers.
As stated in the example, more tablet users use their devices for online shopping, therefore, coverage error could occur because the selection of individuals could include more tablet users than smartphone users in the favor of results.
Online surveys usually result in a lower response rate, therefore, there is a nonresponse error.
We don't have information about the size of the frame and how the sample was collected. Therefore, sampling error cannot be established because we don't know whether the sample is random.
And measurement error could occur if an online survey contained biased questions which could guide the subjects in a certain (desirable) direction.
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