Nielsen has recently released a report showing that UK consumers find advertising on tablets more acceptable and more memorable than on smartphones. Such findings could lead brands to consider in the future which platforms will result in more effective campaigns.
The study found that 40% of users agreed that advertising was more acceptable on their tablet, compared to 30% of smartphone users. Campaigns tend to be more memorable on tablet devices too with 48% recalling an advert once or more a day, whilst this stood at only 37% for smartphones.
Conversions tend to be slightly higher for tablet users, with 10% making a direct purchase compared to 7% of smartphone users.
Although smartphones still outnumber tablets at 6 to 1, tablets are gaining popularity with an increasing range of products available. The tablet provides brands with a range of opportunities including the trend for dual-screen consumption, using a device whilst watching television. The report found that 64% of users watching television whilst also using a tablet device. You can read more about consumer-device behaviour on Mashable.
Brands need to ensure that they understand consumer behaviour around tablet device use, to ensure that they can get the best out of campaigns; with fully integrated , cross media campaigns seemingly to be the best way to create the strongest impact.
The infographic below (via econsultancy) details global smartphone ad impressions in Q4. How do you use your smartphone and tablet devices? Have you seen any brands using tablet advertising effectively? Let us know by leaving a comment below.
