Illuminating the different ways that smartphones and tablets are changing consumer behavior, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence released “Mobile’s Role in the Consumer’s Media Day,” an in-depth research report that 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 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:
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