IAB Digital Shopping ReportMajor distinctions exist among age groups when it comes to digital purchasing habits, according to a report released this week by ad organization the Interactive Advertising Bureau, and understanding these digital differences could prove crucial for marketers attempting to target consumers of a particular generation.

According to the IAB’s “Digital Shopping Report,” more consumers overall still prefer tablets over smartphones when it comes to making retail purchases — 35 percent vs. 28 percent — though when it comes to younger consumers, it’s a different story.

For shoppers between the ages of 18-34, the majority prefers smartphones over tablets for making purchases — 43 percent vs. 35 percent — while for adults between the ages of 34-54 it's the opposite, with most in this age group opting for tablets over smartphones — 41% vs. 35%. Those between the ages of 55-64 are more than twice as likely to use a tablet: 34 percent vs. 15 percent, respectively.

The study found this trend continues when identifying what devise consumers use for checking prices and reading product reviews. Consumers between the ages of 18 and 34 were more likely to skim product reviews on smartphones than tablets — 44 percent vs. 32 percent — and members of this age group are also more inclined to check prices on a smartphone than a tablet as well: 42 percent vs. 32 percent. Those between the ages of 35 and 54, however, are more prone to use tablets to read reviews, locate stores, check store hours, and compare prices: 40 percent vs. 35 percent.

Finally, the report found half of U.S. adults now regularly engage in some form of “showrooming,” or the practice of comparison shopping by reviewing competing prices on a mobile device before making retail store purchases. An age disparity exists here too, however, as those between the ages of 18-34 are far more likely —67 percent — to participate in this activity than other age groups.

“The use of digital and mobile devices as a core component of the shopping experience occurs slightly differently by age groups,” said IAB senior VP of research, analytics, and measurement Sherrill Mane in a press release. “If marketers and retailers want to reach the right audiences at the right time in the purchase cycle, they are going to need to understand these distinctions.”

The IAB report was conducted in October and was derived using a Prosper Insights & Analytics Monthly Consumer study of 7,276 respondents who were surveyed online.

The complete IAB report can be downloaded here.