I've mentioned in a few previous posts that studies are starting to show that mobile device users are starting to differentiate their use and consumption patterns based on the characteristics of the particular mobile devices being used. A newly released industry analysis b y Adobe Digital Index is providing more insight and support for mobile differentiation.
Online video use is rapidly going mobile, although the bulk of online video viewing occurs on PCs, or through devices connected to TV sets. Still, mobile video consumption tripled over the last year, and now accounts for over 10% of all online video viewing. Here again, despite the much higher penetration rates for smartphones, tablets account for most of the mobile digital video consumption.
On the retail side, the study found that tablet users are a lot like PC users - they use their devices to compare products and make online purchases. In contrast, smartphones are used more for quick reference - for price checks, locating stores, restaurants, etc.
Sources - Smartphones and Tablets, Though Mobile, Require Separate Ad Approaches, Research Brief
State of Mobile Benchmark, Adobe Digital Index research report