Both tablet and smartphone users show “an impresssive interest in mobile advertising,” according to the Interactive Advertising Bureau’s report, “Mobile’s Role in the Consumer’s Media Day.” But tablet nearly half of tablet users (47%) say they interact with ads more than once a week.
This further confirms a growing body of evidence showing that tablet users are more engaged with content, more likely to interact with ads, and more likely to buy than other mobile users.
- One in four (25%) smartphone users also said that they interact with ads more than once a week.
- Once these mobile device users engage with an ad, they are extremely likely to take action (80% smartphone users, 89% tablet users).
“Both tablet and smartphone users show an impressive interest in mobile advertising,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB.
“The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly.”
In regard to behaviors, smartphone users consider that device to be mission-critical for their day-to-day lives, with 70 percent saying that they “never leave home without it.”
In comparison, 70 percent of those surveyed said that their tablets served as entertainment and media hubs.
Those that have both devices echo this sentiment, with 60 percent preferring a smartphone to “look up info on-the-go,” in contrast to 22 percent who would choose a tablet for that activity. However, when asked how they preferred to consume traditional media like print and video on mobile devices, consumers overwhelming choose tablets (69% print, 68% video) over a smartphone (9% print, 8% video).
Time of day also has a direct impact on how consumers use their mobile devices.
For smartphone users, the three most impactful media moments of the day are:
- Early Morning – When they first wake up, nearly 20 percent access social media
- Midday – Almost a third (28%) cite “free time” windows during this time period that allow them to access media
- Primetime Evening – Both general media and social media consumption spike during primetime TV viewing hours
It is harder to generalize with tablet users, but waking up stands out as a key social media time, with 28 percent engaging social media on their tablets first thing in the morning.
Current location for tablet users is often “home”
Nearly one-third of mobile device owners (30% smartphone users, 32% tablet users) said that they were likely to respond to ads that related to their current location.
It is important to note, however, that “current location” often refers to home rather than somewhere on the go.
In fact, 48 percent of smartphone users and 59 percent of tablet users say that they regularly conduct local searches on their mobile devices while at home in front of the television set.
How about you? Do you own a tablet? We find ourselves doing more media consumption of all types, but especially print, via our tablet. And we play games on almost exclusively on it now. We’ve purchased several apps and other items via the device as well.
Are these findings consistent with the way you use your mobile devices?
To download the complete report, please go to www.iab.net/mobileusage
- Smartphones, tablets, replacing older devices from alarm clocks to radios and cameras
- People are doing half their mobile video viewing at home
- Mobile video consumption a rapidly developing market, In-Stat says
- U.S. consumers making a radical, steady shift to mobile
- Tablets hit critical mass, especially with older, upper income users
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