Differing Usage of Tablets and Smartphones by Consumers Should Drive Marketing Strategy
NEW YORK, NY — Tablets and smartphones are changing consumer behavior and a new in-depth research report by the Interactive Advertising Bureau (IAB) on Mobile’s Role in the Consumer’s Media Day reveals how receptiveness to advertising and media consumption varies by device, time of day, and location.
According to the report:
- There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week
- One in four (25%) smartphone users also said that they interact with ads at that same frequency
- 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 tablets and smartphones 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. 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.
“Mobile’s Role in the Consumer’s Media Day” was released at IAB Mobile Marketplace, “Make Sense of the New First Screen,” held in New York City. To download the complete report, please go to www.iab.net/mobileusage.
The DOOH Ad Network Locator is designed to help media buyers, planner and strategists identify digital place-based advertising networks by location, venue type, demographics and reach. There are 160 advertising-based networks organized by country. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.