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Direct Response Marketing

Men and Women Love Their Tablets

31 Oct, 2012 By: Doug McPherson


SAN FRANCISCO – Men and women can at least agree on something: they both like their tablets, according to advertising and analytics company Flurry.

Its new study on the differences between smartphone and tablet usage found that while smartphone use tends to be slightly more male (56 percent vs. 44 percent), it splits about evenly (51 percent vs. 49 percent) between men and women on tablets. So marketers have a better shot at reaching a more balanced audience, gender-wise, on tablets versus smartphones.

Also, tablet users tend to be older than smartphone users. Tablets, it seems, have a far greater appeal among 35 and up than smartphones. The average age is 30 for smartphone users and 34 for tablet owners. Almost three quarters of smartphone users are 34 or younger, while more than two-thirds of tablet users are 25 or older.

The types of apps people use on the two devices also reflect tablets are more likely to be used for lean-back media consumption. Games are the largest category on both devices, accounting for 67 percent of time spent on tablets, and 39 percent on smartphones. But entertainment apps make up 9 percent of time spent on tablets compared to only 3 percent on smartphones.

The study also found new data on the two-screen viewing phenomenon: tablet use spikes during TV’s prime-time hours while smartphone use is more evenly distributed throughout the day. “This would indicate that tablets are more often used alongside, or instead of, television viewing than smartphones,” states a Flurry blog post.

For the report, Flurry tallied six billion app sessions over 500 million devices. A panel of some 30 million consumers that have opted to share their age and gender were used to tally the statistics.
 


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