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Direct Response Marketing

Tablets, Smartphones Drive Engagement, Ad Response

25 Jul, 2012 By: Doug McPherson


NEW YORK – A new study from the Interactive Advertising Bureau (IAB) says consumers respond more to ads on tablets than smartphones, but that both devices are successful at engaging consumers. Nearly half of tablet owners and a quarter of smartphone users interact with ads on their devices at least once a week.

Most of those who clicked on ads were likely to do something such as get a coupon (51 percent), research a product (49 percent) or buy (46 percent).

About a third of mobile device owners said they were likely to respond to ads related to their current location. Nearly half of smartphone users and 59 percent of tablet users regularly conduct local searches at home in front of the TV. (Incidentally, the study also found that the most common place for tablet and smartphone activity was in the home. Tablets are viewed mainly as media consumption devices and smartphones are considered “mission-critical” tools that 70 percent won’t leave home without.)

Also, most interact with social media earlier in the morning, 28 percent going on Facebook, Twitter and other social sites on soon after waking up.

As for mobile platforms, the study found iOS users responded more than Android device owners. And iPhone and iPad users were more likely to buy versus Android users.

Mobile content consumption continues to beat traditional media, especially on tablets. Nearly a quarter of tablet owners said they’re watching less TV, and a third said they’re reading less print news or magazines.

Other findings:

  • 70 percent of smartphone and 80 percent of tablet users buy via their devices. Tablet users spend more, with 22 percent spending $50 or more per month compared to 14 percent of smartphone users. Almost half of tablet owners spend $20 or more per month through the devices.
  • Men are more likely to respond to ads on tablets and more frequently, and they’re more willing to pay for high-end products (37 percent vs. 22 percent for women).
  • On both smartphones and tablets, women demonstrated a stronger bias toward social media. They also showed more interest in getting bargains (69 percent vs. 53 percent of men) and are likely to be multitaskers.

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