AD-Tablet Study-V7-FINAL

2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
2014: ARE TABLETS TAKING OVER? 1
Study
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
adroitdigital.com

Study
2014:
ARE TABLETS
TAKING OVER?
Contents
Introduction 3
Objectives & Methodology 4
Major Findings 5
Demographics 6
Survey 7
Conclusion 20
About Adroit Digital 21
Contact Us 21
adroitdigital.com
adroitdigital.com 2014: ARE TABLEST TAKING OVER?

Study
2014:
ARE TABLETS
TAKING OVER?
Introduction
In April of 2010, Apple introduced a new product called the iPad. While it wasn’t the first
tablet computer, it was the first of its kind. The market at large hadn’t seen a consumer
friendly, easily portable and highly styled tablet device, until the unveiling of the iPad. Once
the first iPads made their way into early adopters’ hands and homes, there has been no
looking back. Tablets are being adopted at a rate far outpacing any other new technology
device in the last century. It took Alexander Graham Bell’s telephone nearly 40 years to
reach more than 10 percent of people in the US, but it has taken smartphones fewer than
five years to do the same. And tablets are on track to rise in the US market even faster than
smartphones.*
For the first time, a third, 34% of American adults ages 18 and older, own a tablet. † Forrester
research expects this number to grow to 60% of North American online consumers by 2017.
They estimate over one in eight people globally will have a tablet, that’s 905 million devices.††
As tablets continue to fly off the shelves and into consumers’ hands, brands have an
increased opportunity to get in front of their target audiences. It’s been shown an additional
screen doesn’t cannibalize existing media consumption; it increases it.
Tablets are changing the way Americans consume content, and subsequently, changing
the way consumers interact with brands and advertising. To take full advantage of tablets
as a channel, brand advertisers need to refine their messaging to maximize the unique
environment they provide. In addition, they will need to discover how consumers want
to be engaged while using their tablet in the omni-channel, multi-screen universe.
Many traditional advertising channels are migrating to or integrating with tablets. Magazines
and newspapers are turning to digital formats, with exclusive digital content and functionality
for tablets. An increasing amount of broadcast & cable TV content is becoming available
through tablet applications.
As advertisers evaluate campaign tactics, tablets can’t be viewed as shrunken down PCs
or overgrown smartphones. They provide a unique function in everyday consumer life. To
be adroitdigital.effective, some advertising com
tactics will need to change to address this. It will require a
retooling of creative, messaging, and a rethinking of performance indicators, specifically
focused around tablets. These incredible devices are helping to change the face of advertising
and how consumers interact with brands. Are brand advertisers prepared to keep up?
adroitdigital.com 2014: ARE TABLETS TAKING OVER? 3

Study
2014:
ARE TABLETS
TAKING OVER?
Objectives & Methodology
To gain insight into the behavior of tablet
users, Adroit Digital conducted a study to
measure the behaviors and attitudes of
consumers with regard to tablet use and
their interaction with digital advertising on
their tablet. The purpose of the study was to
understand how consumers use tablets, and
to assist brand advertisers in evaluating their
tablet advertising plans for 2014.
The study was fielded from November 20 –
November 22, 2013. The survey targeted a
random sample of US and Canadian
consumers who self-identified as, 18 years
of age or older, who own a tablet and a
laptop/desktop computer. The study
garnered 1,000 completes.
adroitdigital.com
adroitdigital.com 2014: ARE TABLEST TAKING OVER? 4

Study
2014:
ARE TABLETS
TAKING OVER?
Major Findings
• Consumers would replace their laptops and desktops with a tablet. 55% of all respondents
in our survey indicated they would consider purchasing a tablet as a replacement for their
personal laptop/desktop. Men indicated a higher consideration rate for replacing their
personal laptop/desktop with a tablet than women, 60% and 50% respectively.
• Consumer households have become multi-tablet homes. 43% of all respondents indicated
they have two or more tablets in their home. 17% of respondents age 45-54 indicated
having three or more tablets in their household. While only 10% of respondents age 18-24
indicated the same.
• Women are leading the charge for tablet media consumption. 24% of women surveyed
indicated they spend two hours or more with their tablet every day, compared to 15% of
men in our study. 54% of all respondents indicated they use their tablet at least one hour
every day. Some consumers are even more dedicated to their tablet time. 19% of all
respondents indicated they use their tablet more than two hours every day.
• Advertisers running tablet campaigns should consider concentrating on the evening
hours. 39% of all respondents indicated the time of day they use their tablet the most is
7pm-12am. 44% of female respondents indicated this to be the time they use their tablet
the most. 49% of all respondents age 35-44 indicated the same.
• Consumers are shifting tasks formally done on their laptop to their tablet. 52% of all
respondents now use their tablet to watch TV/video, both recorded and live, as opposed
to their laptop/desktop. 50% indicated using their tablet to look up product information
and 49% indicated using their tablet to research products and services, as opposed to
their laptop/desktop.
• Consumers are more apt to respond to a tablet ad than a laptop ad. 56% of all respondents
indicated they were very or somewhat likely to engage with a tablet ad, as opposed to a
laptop/desktop ad.
• Men, adroitdigital.more than women, com
make impulse purchases on their tablet. Men are over one and
a half times more likely to make an impulse purchase on their tablet, as opposed to their
laptop/desktop, compared to women, 53% and 29% respectively.
• Consumers are turning to their tablet to make purchases. 55% of all respondents indicated
they are more likely to use their tablet, as opposed to their laptop/desktop, to make a
purchase or seek additional information about an item they have seen advertised on TV
or in a magazine.

Study
Demographics
2014:
ARE TABLETS
TAKING OVER?
48% 52%
48% 52%
8%
4%
8%
4%
adroitdigital.com
57%
57%
40%
18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
31%
45 - 54 17%
18 - 24 10%
Yes
No
45% 55%
35%
26%
29%
21%
14%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
60%
50%
47%
MEN
WOMEN
45 - 54
40%
18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
31%
45 - 54 17%
18 - 24 10%
Yes
No
45% 55%
35%
26%
29%
21%
14%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
60%
50%
47%
MEN
WOMEN
45 - 54
Gender AGE
Men are more likely
to impulse purchase
on tablets than
women.

Study
ONE TABLET, TWO TABLETS,
THRE TABLETS, FOUR
2014:
ARE TABLETS
TAKING OVER?
How many total tablets do
you have in your household?
43% of all respondents indicated they have
two or more tablets in their home. The
majority of this group, 31%, indicated having
two tablets in their household. 12% indicated
having three of more.
Evaluating household tablet ownership by age
group, there is a marked difference between
the youngest respondents and the oldest
respondents. 17% of respondents age 45-54
indicated having three or more tablets in their
household. While only 10% of respondents age
18-24 indicated having three or more tablets in
their household.
adroitdigital.com
57%
8%
4%
BETAMAX, WALKMAN, 8-TRACK TAPE,
ATARI, LAPTOPS?
Would you consider purchasing a tablet as
a replacement for your personal laptop/
desktop?
Is it possible the computer for home and personal use will go
the way of the Betamax or other once disruptive devices?
55% of all respondents in our survey indicated they would
consider purchasing a tablet as a replacement for their
personal laptop/desktop.
It appears men are more likely than women to move to a
tablet as a replacement for their personal laptop/desktop.
Men indicated a higher consideration rate for replacing their
personal laptop/desktop with a tablet than women, 60% and
50% respectively.
While still close to half, 47% of all respondents age 45-54
indicated the lowest consideration for purchasing a tablet
as a replacement for their personal laptop/desktop.
55+
1
2
3
More than 1 2 3 More than 3
31%
45 - 54 17%
18 - 24 10%
Less than 30 - 59
60 - 120
More than 17%
35%
29%
19%
Less than 25% 50% 75% Don’t take away from MINUTES PER DAY
40%
22%
39%
23%
10%
6%
More than 3
Yes
No
45% 55%
60%
50%
47%
MEN
WOMEN
45 - 54

8%
4%
1 2 3 More than 3
TABLETS ARE ON-THE-GO
2014:
57%
ARE TABLETS
TAKING OVER?
When leaving home every day,
what percentage of the time do
you take your tablet with you?
Today’s consumers are on the move and so
are their tablets.
94% of all respondents indicated they take
their tablet with them when they leave home
every day.
Over one-third of all respondents, 39%,
indicated they take their tablet with them
50% or more of the time when they leave
home. Of this group, 18% take their tablet
with them 75% or more of the time.
IT’S TABLET TIME
3
More than 3
44%
60%
50%
47%
MEN
WOMEN
45 - 54
31%
35%
26%
29%
21%
14%
4%
6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
40%
Less than
10%
10% - 24%
25% - 49%
50% - 74%
21%
28%
15%
32%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WOMEN 44%
35 - 44 49%
10% 11%
20%
15%
39%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tablet
away from home
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%
MEN 15%
45 - 54 64%
55+ 58%
How many minutes a day do you use your
tablet?
In today’s world, people are moving double-time to try to
keep pace with their busy lives. Despite this, consumers
seem to have time to devote to their tablet every day.
Over half, 54% of all respondents, indicated they use their
tablet at least one hour every day. Some consumers are
even more dedicated to their tablet time. 19% of all
respondents indicated they use their tablet more than
two hours every day.
Women spend more time using their tablet than men.
Almost half, 49% of all male respondents, indicated they
use their tablet at least one hour every day. This figure
increases to 61% of all female respondents. 24% of women
indicated they spend two hours or more with their tablet
daily, compared to 15% of men.
Older respondents indicated the highest level of engagement
with every day tablet use. 64% of respondents age 45-54
and 58% of respondents age 55 and over, indicated they use
their tablet more than two hours every day.
1
2
3
More 1 2 3 More than 3
31%
45 - 54 17%
18 - 24 10%
60%
17%
35%
29%
19%
60 - 120 More than 120
WOMEN 35 - 44 49%
39%
Don’t away MINUTES PER DAY
1
2
3
More than 3
1 2 3 More than 3
31%
45 - 54 17%
18 - 24 10%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%
6%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
60 - 120 More than 120
61%
49%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tablet
away from home
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%
MEN 15%
45 - 54 64%
55+ 58%
Study
adroitdigital.com

44%
TABLETS 9
Study
2014:
MORnING, NON OR NIGHT?
ARE TABLETS
TAKING OVER?
What time of day do you use your
tablet the most?
From early risers to night owls, people are using their
tablet all throughout the day. 61% of all respondents
indicated their tablet use is spread throughout the
day, from midnight to 7 p.m., but after 7 p.m. appears
to be the sweet spot for tablet users.
39% of all respondents indicated the time of day they
use their tablet the most is 7 p.m.-12 a.m. For consumers,
this is the time of day to unwind and catch up from
their busy day.
Our survey suggests two prime audiences advertisers
should target tablet ads toward during this time, women
and adults age 35-44. 44% of female respondents
indicated 7 p.m.-12 a.m. to be the time they use their
tablet the most. Even more respondents age 35-44
indicated the same, 49%.
adroitdigital.com
60%
10% 11%
20%
adroitdigital.com
2014: ARE TABLEST TAKING OVER? Less than 30
30 - 59
60 - 120
More than 120
35%
29%
At home common family room/kitchen
At home private At work
Out of house, 49%
10%
34%
7%
Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% or
more
60 - 120 More than 120
WOMEN 35 - 44 49%
5am - 7am
7am - 9am
5pm - 7pm
7pm - 12am
12am - 5am
9am - 5pm
15%
39%
5%
MINUTES PER DAY
65%
35%
55+
18 - 24

Study
10% 11%
44%
2014:
ARE TABLETS
TAKING OVER?
WHO, WHAT, WHERE, WHEN?
10% 11%
20%
Where do you use your tablet the
most?
Our survey has answered many of these questions.
The remaining question to be answered is where do
consumers use their tablets the most.
For 83% of all respondents, the answer is at home.
When asked where they use their tablet the most, close
to half, 49%, indicated a common area in their home,
living room/family room/kitchen, to be the place they
use their tablet the most. An additional 34% indicated
the area they use their tablet the most, is a private area
of their home, i.e., bedroom.
17% off all respondents indicated the place they use
their tablet the most is out of the home: 10% indicated
at work, and the other 7% out of the home, but not at
work.
The oldest respondents, those age 55 and over, are
most likely to spend the majority of their tablet use
time in a common area of the home. Whereas the
youngest respondents, are least likely to use their
tablet in a common area, 65% and 35% respectively.
adroitdigital.com
At home family room/At home At work
Out of house, 49%
- 7am
7am - 9am
5am 10%
34%
20%
7%
70%
and services
a retail purchase or
browse for purchase
10%
10% - 24%
25% - 49%
50% - 74%
75% more
products bills/check statements
videos, live or recorded
travel arrangements
product information
news/books/magazines
5pm - 7pm
7pm - 12am
12am - 5am
9am - 5pm
15%
5%
25 - 34 61%
35 - 44 56%
49%
34%
50%
23%
52%
11%
31%
35 - 44 52%
25 - 34 50%
65%
35%
55+
18 - 24
60%
At home common area, living room/
family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% or
more
21%
28%
15%
4%
32%
70%
Yes
No
58% 42%
WOMEN 35 - 44 49%
5am - 7am
7am - 9am
5pm - 7pm
7pm - 12am
12am - 5am
9am - 5pm
15%
39%
5%
25 - 34 61%
35 - 44 56%
49%
34%
50%
23%
52%
31%
35 - 44 52%
25 - 34 50%
65%
35%
55+
18 - 24
53%
29%
56%
MEN
WOMEN
25 - 34
55+
14%

Tablets are used
most in the common
areAs of the home.
TABLETS 11
2014:
ARE TABLETS
TAKING OVER?
adroitdigital.com
adroitdigital.com
2014: ARE TABLEST TAKING OVER?

Study
4%
2014:
ARE TABLETS
TAKING OVER?
TABLET VS. LAPTOP
When browsing, reading, shopping, or
listening to music, what percentage
of the time do you use your tablet
compared to your laptop/desktop?
With multiple devices to choose from, which device do
consumers see as their go-to device for web browsing,
reading, shopping or listening to music?
19% of all respondents use their tablet as their go-to device
a majority of the time. This group indicated using their
tablet 50% or more of the time when browsing, reading,
shopping or listening to music. Close to one-third of all
respondents, 32%, use their tablet 25% or more of the time,
compared to their laptop/desktop.
adroitdigital.com
6%
Less than 30
30 - 59
60 - 120
More than 120
family room/kitchen
49%
40%
Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% or
more
21%
28%
15%
4%
32%
61%
49%
100%
Don’t take tablet
away from home
WOMEN
MEN
WOMEN 24%
MEN 15%
45 - 54 64%
55+ 58%
2014: ARE TABLEST TAKING OVER? 12
adroitdigital.com

At home family At home At work
Out 34%
70%
25 - 34 61%
49%
34%
products and services
Make a retail purchase or
35 - 44 56%
50%
23%
52%
Pay bills/check statements
Watch tv/videos, live or recorded
Look up product information
browse for purchase
Book travel arrangements
Very Somewhat Not likely
Won’t 19%
TABLETS 13
Study
2014:
ARE TABLETS
TAKING OVER?
OUT WITH THE OLD, IN WITH
THE NEW
Which activities do you use your
tablet for that you used to perform
on a laptop/desktop?
As technology advances and new devices continue to
be introduced, all things being equal, a new device will
displace an older one. This can be seen in our survey.
Consumers are now performing tasks on their tablets,
which they used to depend on their laptop/desktop to
perform.
Our respondents indicated a significant shift in behavior
in association with certain tasks, which they used to
perform on their laptop/desktop. 52% of all respondents
now use their tablet to watch TV/video, both recorded and
live, as opposed to their laptop/desktop. 50% indicated
using their tablet to look up product information and
49% indicated using their tablet to research products
and services.
Advertisers prospecting the 25-44 year old audience
for product discovery and research should be looking to
tablets for advertising. Over half of all respondents in
this age range indicated they now use their tablet more
than their laptop/desktop to look up product information
and to research products and services.
adroitdigital.com
Read news/books/magazines
Research 36%
8%
adroitdigital.com 2014: ARE TABLEST TAKING OVER? 11%
31%
35 - 44 52%
25 - 34 50%
65%
35%
55+
18 - 24
60%
51%
60%
MEN
WOMEN
25 - 34

tv/videos, Book news/Very likely
up Read 15%
4%
2014:
ARE TABLETS
TAKING OVER?
$25
$50 - $99
25%
2014: ARE TABLETS TAKING OVER? 14
Study
53%
MEN
WOMEN
25 - 34
55+
adroitdigital.com
MEN
WOMEN
25 - 34
55+
gaming
Pharmaceutical
MEN
WOMEN
25 - 34
55+
adroitdigital.com
ADS MORE LIKELY ENGAGED ON
TABLETS
Are you more likely to respond to
an advertisement on your tablet,
compared to your laptop/desktop?
When planning a campaign strategy, advertisers should
carefully weigh which medium will garner the greatest
campaign engagement rate against their performance
goals.
When asked if they were more likely to respond to an
ad on their tablet, compared to their desktop, the
majority, 56%, indicated they were very or somewhat
likely to engage with a tablet ad, as opposed to a
laptop/desktop ad. Of this group, 19% indicated they
were very likely to respond to a tablet ad, as opposed to
a laptop/desktop ad.
$50 - $99
Men are more apt to be very likely or somewhat likely
to respond to a tablet ad, as opposed to a laptop/
desktop ad than women, 60% and 51% respectively.
60% of respondents age 25-34, more than any other
age group, indicated the highest response rate to be
very or somewhat likely to respond to a tablet ad, as
opposed to a laptop/desktop ad.
Research Make Pay Watch Look Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
19%
50% - 74%
75% or
more
36%
$25
37%
8%
Under $25 - $49
13% $250 or more
$100 - $249
Entertainment/Education
CPG
Leisure activities/events
44%
Health & beauty
Cable/phone provider
Wine and spirits
Sports/sporting goods
Insurance
Auto/auto related
Apparel/shoes/accs.
Finance
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
44%
Travel
Food/restaurants
13%
60%
51%
60%
MEN
WOMEN
25 - 34
statements
videos, live or recorded
Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
19%
37%
Under $25 - $49
$250 or more
$100 - $249
40%
gaming
Pharmaceutical
Education
CPG
activities/events
Health & beauty
Wine and spirits
Insurance
Auto/auto related
Apparel/shoes/accs.
Finance
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
25%
Travel
Food/restaurants
35 - 44 35%
28%
23%
13% 13%
23%
60%
60%
family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
Yes
No
58% 42%
40%
35 - 44 35%
28%
23%
13% 13%
23%
53%
29%
56%
14%
area, living room/
kitchen
area, bedroom
not work
40%
21%
28%
15%
4%
32%
Yes
No
42%
40%
35%
29%
56%
14%
TO BUY OR NOT TO BUY
Are you more likely to make an impulse or
unplanned purchase from your tablet, as
opposed to your laptop/desktop?
Retailers should take note, tablet shoppers may be easier to drive to an
unplanned or impulse purchase.
42% of all respondents indicated they are more likely to make an impulse or
unplanned purchase when using their tablet, as opposed to their laptop/
desktop.
Men appear to be bigger impulse tablet shoppers than women. Men are over
one and a half times more likely to make an impulse tablet purchase, compared
to a laptop/desktop, than women, 53% and 29% respectively.
Respondents age 25-34, indicated the highest likelihood to make an impulse
tablet purchase, 56%. Those age 55 and over, indicated the least likelihood at
14%.
common area, living room/
kitchen
private area, bedroom
but not work
40%
21%
28%
15%
4%
32%
Yes
No
58% 42%
53%
29%
56%
14%

$50 - $99
TABLETS 15
Study
2014:
HOW MUCH IS TO MUCH?
ARE TABLETS
TAKING OVER?
products and services
Make a retail purchase or
Pay bills/check statements
Watch tv/videos, live or recorded
When making a purchase using your tablet,
what amount are you comfortable spending?
When it comes to making a tablet purchase, are people spending
big or hardly spending? It appears from our survey results, both are
true.
26% of all respondents indicated they are comfortable spending
$100 or more when making a tablet purchase.
An almost equal amount of respondents, 28%, indicated they are
comfortable with a maximum tablet purchase amount of less than
$25.
Those who indicated comfort with the largest tablet purchase
amount, were respondents age 35-44. 35% of this group indicated
comfort with a tablet purchase amount of $100 or more.
adroitdigital.com
$25
adroitdigital.com 2014: ARE TABLEST TAKING OVER? Research browse for purchase
Look up product information
Read news/books/magazines
Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
19%
36%
37%
8%
Yes
No
Under $25 - $49
$250 or more
$100 - $249
40%
50%
41%
23%
17% 17%
23%
14%
13%
20%
13%
32%
15%
25%
44%
34%
23%
11%
31%
35 - 44 52%
25 - 34 50%
35 - 44 35%
28%
23%
13% 13%
23%
60%
51%
60%
MEN
WOMEN
25 - 34
Tablet shoppers
spending big or
hardly spending?

products Make travel Look Study
bills/Watch 2014:
ARE TABLET TABLETS
ADS THAT WORK
TAKING OVER?
What tablet advertiser category are you
most likely to respond to on your tablet?
When asked which advertiser category consumers are mostly likely
to respond to on their tablet, Food, Fashion, and Entertainment
topped the list.
Of all respondents, 44% indicated ads related to Food/Restaurants
are the ads they are most likely to respond to from their tablet.
Entertainment/Gaming also proved a popular category for tablet
advertising engagement, 41%. Apparel/Shoes/Accessories completed
the top three categories for likelihood of tablet ad engagement, 32%.
adroitdigital.com
Base: n=1,000
$25
$50 - $99
gaming
Pharmaceutical
25%
44%
Research a retail browse Pay tv/videos, Book up product Read news/Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
19%
36%
37%
8%
Under $25 - $49
$250 or more
$100 - $249
CPG
Health & beauty
Wine and spirits
Insurance
Auto/auto related
Apparel/shoes/accs.
Finance
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Travel
Food/restaurants
23%
13% 13%
23%
60%
51%
60%
MEN
WOMEN
25 - 34

gaming
Pharmaceutical
gaming
Pharmaceutical
55% 45%
45% 55% 45%
45% Younger adults
are more likely
to interact with
tablet advertising.
Wine and spirits
Sports/sporting Insurance
Health & beauty
CPG
TABLETS 17
Study
TO TABLET OR NOT TO TABLET
2014:
Are you more likely to interact
ARE with advertising on your tablet, as
opposed to your laptop/TABLETS
desktop?
Are tablets the most effective place to advertise for
TAKING consumer engagement? It seems the audience OVER?
is
split.
45% of all respondents indicated they are more
likely A SNAPSHOT to interact with tablet advertising, OF HOW as opposed
CONSUMERS
to laptop/desktop advertising.
Men are more likely than women to interact with
tablet advertising, as opposed to laptop/desktop
advertising. Of our respondents, 51% of male
respondents, compared to 38% of female respondents,
indicated they are more likely to engage with tablet
advertising, than laptop/desktop advertising.
The group most likely to interact with tablet
advertising, as opposed to laptop/desktop advertising,
is young adults 18-24, 55%.
adroitdigital.com
adroitdigital.com 2014: ARE TABLEST TAKING OVER? Wine and spirits
Sports/sporting Insurance
Yes
No
70%
62%
exclusive for 70%
62%
40%
40%
exclusive coupons/promotions
New product information
promotions
product information
coupons/for 51%
38%
55%
MEN
WOMEN
18 - 24
32%
MEN
WOMEN
18 - 24
55+
CPG
Health & beauty
Yes
No
Discounts/Content Offer 51%
38%
55%
MEN
WOMEN
18 - 24
32%
MEN
WOMEN
18 - 24
55+

tablet, but would
on laptop
Study
Evaluating results within the age demographic, there is a
decline in the likelihood to turn to a tablet as opposed to a
laptop/desktop, as age increases. The youngest adults, age
18-24, indicated a 60% likelihood to turn to their tablet,
while 32% of those age 55 and over indicated the same. WHERE DO THEY GO TO PURCHASE?
44%
2014:
44%
ARE TABLETS
TAKING OVER?
After seeing an ad on TV or seeing an
ad in A magazine for an item of interest,
are you more likely to seek additional
information or purchase the item from
your tablet, as opposed to your laptop/
desktop?
25%
The majority of tablet owners in our survey turn to their
tablet to make a purchase or seek additional information,
after seeing an ad on TV or in a magazine for an item of
interest, as opposed to their laptop/desktop.
gaming
Pharmaceutical
55% of all respondents indicated they are more likely to use
their tablet, as opposed to their laptop/desktop, to make a
purchase or seek additional information about an item they
have seen advertised on TV or in a magazine.
Men are more likely than women to turn to their tablet. Of
all male respondents, 61% are more likely to use their tablet
to make a purchase or seek additional information about an
item they’ve seen advertised on TV or in a magazine, as
opposed to their laptop/desktop. This is in contrast to 48%
of female respondents who indicated the same.
adroitdigital.com
25%
37%
Education
CPG
events
Health & beauty
Wine and spirits
Insurance
Auto/auto related
Apparel/shoes/accs.
Finance
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Travel
Food/restaurants
Yes
No
Yes
No
45% 55%
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
CPG
Health & beauty
Wine and spirits
Insurance
Auto/auto related
Apparel/shoes/accs.
Finance
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Travel
Food/restaurants
Yes
No
45%
Yes
No
45% 55%
70%
62%
51%
38%
55%
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+

28%
20%
27%
41%
Interactive video
Content relevant to your interests
70%
62%
40%
Content linked to social media
Offer for exclusive content
Content relevant to your location
TABLETS 19
Study
2014:
ARE TABLETS
TAKING OVER?
DEALS AND DISCOUNTS
What types of tablet advertising
content are you most likely to
respond to?
Consumers respond to deals and discounts.
When asked which types of tablet ads they are most
likely to respond to, the majority of all respondents,
62%, indicated deals/discounts/promotions as the
number one thing that would make them most
likely to respond to a tablet ad.
Our survey respondents also indicated they are
likely to respond to tablet ads related to their
interests, 41%. This may be a strong indicator for the
importance of audience targeting around subject
matter.
Respondents in our survey are likely to respond to
tablet ads when they’re looking for new product
information, 40%. This may be a possible indicator
for the importance of prospecting campaigns for
tablets.
Location based advertisements are least likely to be
responded to by our survey respondents, 16%.
Base: n=1,000
adroitdigital.com
coupons/promotions
New product information
Discounts/adroitdigital.com 2014: ARE TABLEST TAKING OVER? 16%
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
1 in 8 globally
to have a tablet
by 2017††

Study
2014:
ARE TABLETS
TAKING OVER?
Conclusion
As forecasts predict, tablets will only become more prolific in the next five years. What’s not
clear is if brand marketers are prepared to meet the increasing demand for engaging and
relevant ad content: This includes ads that take full advantage of the tablet’s feature set, and
more importantly, the way in which consumers use them.
The shift to tablet media consumption is happening faster than advertiser dollars are
shifting to this medium, and faster than advertising methods are changing to take full
advantage of it. When online took flight in the late 90s, it was truly disruptive to advertising
as we’d known it. Tablets and other mobile media are using that disruption to leap frog to a
new level of media disruption.
Tablets are increasing media consumption from print, with publications and content
exclusive to tablets, from radio, with applications like Pandora and Spotify, from broadcast
and cable TV, with programming apps and online video content, and from online, with
shifting viewing hours, gaming and shopping dollars. Tablets provide consumers with the
ultimate control over when, where, what and how much content they consume. With their
portable ease and the wide availability of Wi-Fi, tablets provide consumers with a means to
connect almost any place, and at any time.
Tablets are being used for entertainment, social networking, communication and business.
The challenge for advertisers is to find the appropriate content mix to satisfy the various
modes of consumer use. The key to success will be the ability to deliver the right message,
at the right time, in the right place, and through the right medium. To do this, advertisers
will need to depend on data to inform their targeting.
Consumers expect more from tablets, as they are highly personal devices, than from other
forms of media. Tablets aren’t simply an addition to the media mix, but a link that can tie all
other forms of media together. The clear winners in tablet advertising will be advertisers and
agencies that fully understand the unique opportunity tablets bring to maximize consumer
engagement, and leverage that to their full advantage.
adroitdigital.com

Who We Are
At Adroit Digital, we believe people move technology,
not the other way around. Our team of programmatic
experts uses human insights, our exclusive data set and
unmatched media access to intelligently drive marketing
performance. We work hard to delight our customers
every day. We have offices in New York, Boston and
San Francisco. For more information, please email
“hello@adroitdigital.com” or visit us online:
www.adroitdigital.com
Sources:
* Tech News Daily, iPads Help Make Tablets Fastest Spreading Technology Ever, May 2012
http://www.technewsdaily.com/4270-ipads-tablets-fastest-spreading-technology.html
† Pew Research Center – Internet & American Life Project, Kickuhr, K., June 2013, Tablet Ownership
http://www.pewinternet.org/Reports/2013/Tablet-Ownership-2013.aspx
†† Forrester Research, Gownder, J., August 2013, Global and Consumer Tablet Forecast Update, 2013-2017
http://blogs.forrester.com/jp_gownder/13-08-02-global_business_and_consumer_tablet_forecast_update_2013_to_2017_0
All registered trademarks and logos contained herein are the sole property of their respective owners.
Contact Us
For press inquiries please contact:
Hollis Guerra, Blast PR
hollis@blastpr.com
For sales inquiries please contact:
hello@adroitdigital.com
(855) 6-ADROIT (623-7648)
adroitdigital.com
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