The document is a study that surveyed 1,000 tablet owners about their tablet usage habits and interactions with digital advertising. Some of the key findings include: over 40% of respondents have 2 or more tablets in their household, women spend more time using tablets than men, and the majority of respondents use their tablet the most between 7pm-12am. The study provides advertisers with insights on tablet users to help evaluate their tablet advertising strategies.
Yahoo Canada new research: A Screen for Every OccasionNick Drew
Mobile devices such as smartphones and tablets are becoming increasingly integral to Canadians' daily lives. Smartphones are used throughout the day and fulfill a role as a functional toolkit. Tablets offer an immersive experience for activities like browsing, reading, and watching videos. While time spent on mobile devices is rising, each screen still tends to serve particular functions. Research shows that Canadians use different devices for different stages of the shopping process, with tablets for research and PCs preferred for purchases. As screens blend into daily life, media consumption is evolving, but different devices continue to complement each other rather than replace other forms of media.
1. The document analyzes data from a study on smartphone and tablet usage among affluent consumers in several countries. It finds that affluent consumers use their mobile devices extensively and prefer them over desktop computers for many tasks like accessing news, social media, and work-related activities.
2. Affluent consumers, especially those with the latest generation of devices, are highly receptive to mobile advertising. They are willing to see ads if it means accessing free content and services, and feel mobile ads can help brands appear modern, innovative, and in touch with their needs.
3. The data shows affluent consumers spend significant time on their mobile devices each day accessing news apps and content, checking social media
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
1) Mobile shopping, especially via smartphones and tablets, is rising significantly and expected to account for nearly half of European online sales by 2018.
2) People are using mobile devices throughout the day for many activities, including shopping. Valuable customer groups like big spenders and high earners tend to shop in the evenings and on weekends on their mobile devices.
3) Mobile devices are influencing purchases made both online and offline. Having a strong mobile presence is important for retailers to engage customers wherever they are.
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
Tablets are experiencing massive growth and are disrupting other media in key areas like content consumption, commerce, and social media. While Apple still dominates the market, other brands are gaining share. Tablets are being used in both parallel and simultaneous ways with other devices. For marketers, tablets require distinct strategies from smartphones because behaviors differ - they are often used communally and for immersive experiences. Top brands are creating graphic novels, puzzles, and virtual storefronts that leverage tablets' strengths. Marketers should consider all stages of the consumer journey to maximize impact.
The document discusses the top 5 trends in mobile advertising for 2013. It begins with an overview of the current state of the mobile advertising market, noting that while consumer attention on mobile is high, advertising spend still lags behind at just over 1% of total ad spending. However, mobile ad spending is growing rapidly and predicted to increase fivefold by 2017. The time consumers spend on mobile apps now exceeds time spent on desktop websites and is approaching TV viewing levels.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Yahoo Canada new research: A Screen for Every OccasionNick Drew
Mobile devices such as smartphones and tablets are becoming increasingly integral to Canadians' daily lives. Smartphones are used throughout the day and fulfill a role as a functional toolkit. Tablets offer an immersive experience for activities like browsing, reading, and watching videos. While time spent on mobile devices is rising, each screen still tends to serve particular functions. Research shows that Canadians use different devices for different stages of the shopping process, with tablets for research and PCs preferred for purchases. As screens blend into daily life, media consumption is evolving, but different devices continue to complement each other rather than replace other forms of media.
1. The document analyzes data from a study on smartphone and tablet usage among affluent consumers in several countries. It finds that affluent consumers use their mobile devices extensively and prefer them over desktop computers for many tasks like accessing news, social media, and work-related activities.
2. Affluent consumers, especially those with the latest generation of devices, are highly receptive to mobile advertising. They are willing to see ads if it means accessing free content and services, and feel mobile ads can help brands appear modern, innovative, and in touch with their needs.
3. The data shows affluent consumers spend significant time on their mobile devices each day accessing news apps and content, checking social media
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
1) Mobile shopping, especially via smartphones and tablets, is rising significantly and expected to account for nearly half of European online sales by 2018.
2) People are using mobile devices throughout the day for many activities, including shopping. Valuable customer groups like big spenders and high earners tend to shop in the evenings and on weekends on their mobile devices.
3) Mobile devices are influencing purchases made both online and offline. Having a strong mobile presence is important for retailers to engage customers wherever they are.
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
Tablets are experiencing massive growth and are disrupting other media in key areas like content consumption, commerce, and social media. While Apple still dominates the market, other brands are gaining share. Tablets are being used in both parallel and simultaneous ways with other devices. For marketers, tablets require distinct strategies from smartphones because behaviors differ - they are often used communally and for immersive experiences. Top brands are creating graphic novels, puzzles, and virtual storefronts that leverage tablets' strengths. Marketers should consider all stages of the consumer journey to maximize impact.
The document discusses the top 5 trends in mobile advertising for 2013. It begins with an overview of the current state of the mobile advertising market, noting that while consumer attention on mobile is high, advertising spend still lags behind at just over 1% of total ad spending. However, mobile ad spending is growing rapidly and predicted to increase fivefold by 2017. The time consumers spend on mobile apps now exceeds time spent on desktop websites and is approaching TV viewing levels.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
The document provides an overview of advertising strategies for engaging audiences across multiple media platforms simultaneously. It discusses how brands can capitalize on the trend of "dual-screening" by synchronizing content between television programming and social media platforms. It also presents case studies of how Tesco has successfully utilized mobile marketing and loyalty programs, and proposes a new brand campaign for Sure for Men deodorant focused on redefining concepts of masculinity. The document concludes by recommending that brands partner with data and technology experts to develop more immersive experiences across emerging platforms like augmented reality, smart home devices, and voice assistants.
Consumers are in charge, and brands are in charge of ensuring they remain front and center along the consumer journey. To do that, they must understand the touchpoints that matter, enhance the targeting triple play, and ensure that the process is working properly. This requires understanding and quantifying consumer behavior. Thankfully, consumers in charge also means that consumers reveal a great deal—if you know where to look and don’t shy away from big data. This presentation looks across industries to reveal key tenets for how to make marketing remarkable.
Vivaldi: Always-On Consumer Study Jan 2014Brian Crotty
The document discusses research conducted by Vivaldi Partners Group on a new type of consumer called the Always-On Consumer (AOC). It finds that 48% of consumers are AOCs who use 3 or more connected devices daily, access the internet multiple times per day, and do so from 3 or more locations. The research aims to understand how AOCs connect with brands and businesses by identifying 5 distinct segments of AOCs based on their online behaviors and motivations for connecting with companies.
The document discusses social media trends revealed by the Wave studies conducted by UM over 7 years. It finds that inherent human needs drive social behavior, including relationship building, diversion, progression, recognition, and learning. Meeting these needs through social media can benefit brands by building desirability and driving sales. However, simply tracking trends is not enough; brands must understand the motivations behind trends to know when and how consumers are engaging with them. The rapid growth of smartphones is transforming the digital landscape by becoming the dominant internet-connected device.
This survey of 1,000 US consumers found that:
1. Younger generations constantly use multiple devices at once and spend over 11 hours per day on devices, while older generations spend less time and are less likely to multitask.
2. Brand websites are important research sources but younger consumers also rely on social media and video, and are more likely to use mobile in stores.
3. Consumers find irrelevant, poorly designed content most frustrating and would abandon it, though many rate recent brand website experiences positively overall.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
Connected consumers are not created equal a global perspectiveOliver Grave
Connected consumers are motivated to go online by four main factors: interpersonal connection, self-expression, exploration, and convenience. A global study of 10,000 connected consumers found that over half are continuously connected, often every waking hour. However, the level of continuous connectivity varies by country. While most purchases still occur in-store, connectivity enhances the overall shopping experience by providing access, speed, and convenience. Motivations for connectivity also differ in some ways between developed and developing markets.
This report leverages data from TNS Connected Life and advertising expertise from Millward Brown Digital to give actionable insights when considering marketing to dads and households with children. The report also provides recent marketing examples that aim to connect with fathers.
It`s lit - A guide to what teens thinks it`s coolIQads
This document provides a summary of research on what Generation Z (those born between the mid-1990s to early 2000s) considers "cool". Key findings include:
- Technology such as smartphones, iOS, VR/AR are very cool to Gen Z. Social media platforms like Snapchat and Instagram are popular for connecting with friends, while Facebook is less cool.
- Popular cool brands include YouTube, Netflix, Google, Xbox, Oreo, GoPro, Playstation, Doritos, Nike, Chrome.
- Activities like team sports, video games, streaming media and reading are seen as cool ways to connect with friends or escape reality. Music that makes them "feel" something is also cool
This document provides insights into smart device consumers and their purchasing behaviors. It finds that 91% use mobile devices to help with shopping and 42% prefer mobile research over desktop. 77% of smart shoppers showroom by finding better prices or comparing products on their phones. Four out of five think mobile ads could influence electronics purchases, especially those with deals or rich media on new products. Key profiles include millennials preferring mobile research over in-store shopping compared to baby boomers.
The document discusses findings from a global study on how digital technology is impacting shopper behaviors. Some key findings include:
- While 90% of internet users make online purchases, how they use digital channels varies based on factors like where they live and category.
- Most internet users browse or research purchases online, even if they don't complete the purchase digitally.
- Shoppers in fast-growing markets tend to be more "future forward" in their digital behaviors compared to mature markets. Chinese shoppers make twice as many online purchases on average compared to global averages.
- Brand websites remain a popular source of information for shoppers researching products online.
This document discusses the growing trend of global programmatic advertising. Programmatic advertising uses automation and data to target digital ads. The summary is:
1. Programmatic advertising is no longer confined to the US, but is growing internationally as brands look to deliver targeted messages globally.
2. Drivers for adopting programmatic internationally are similar to the US - increasing efficiency to get more out of budgets. However, regional variations require localized approaches.
3. A recent forecast predicts worldwide programmatic ad spending will rise 52% in 2014 and continue growing 27% annually through 2018, totaling $53 billion.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Over the course of 7 years and surveys of nearly 200,000 internet users across 72 countries, the Wave project has tracked the unprecedented growth of social media. However, Wave has shown that the real story is one of social media's evolution, as it has transformed users from passive observers to active content creators and influencers. Wave also revealed that understanding the fundamental human needs and motivations behind people's social behaviors provides more meaningful insights than simply tracking the latest trends.
Velti mobile and digital multi channel landscape 2013 h1 13-03-13Simon Green
The mobile and digital multi-channel landscape is changing so rapidly that I and my department create this review every 6 months. It contains recent and authoritative data from a variety of respected sources to help our clients plan and review their digital initiatives and how they fit into their board level digital and multi-channel strategy.
This document discusses research into how people connect through mobile devices. It finds that globally, people have owned mobile devices for an average of 12 years, making them still in their "teenage years" of mobile use. It identifies five themes regarding mobile connectivity: 1) Teenage Dreaming, where mobile behaviors are inconsistent like a teenager; 2) Figuring Out Relationships, as mobiles take the place of relationships and constant connectivity impacts relationships; 3) Who Are We Really?, as mobile personalities can differ from in-person personalities; 4) Smashing Stereotypes, as stereotypes of mobile users are broken; and 5) Keeping the Magic in Mobile, as brands can help maintain positive aspects of mobility. The
Presentation by Martin Wootton to the MRS in July 2013. Martin explores the rapidly changing developments in consumer buying behaviour in a multi channel digital world
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
This document summarizes the findings of a study about tablet usage and how consumers interact with digital advertising on tablets. Some key findings include:
- Over half (55%) of respondents would consider replacing their laptop or desktop with a tablet. Men were more open to replacing with a tablet than women.
- Many households now have multiple tablets, with 43% having two or more tablets. Younger users were less likely to have multiple tablets than older users.
- Women spend more time using tablets each day than men, with 24% using tablets for two or more hours daily. Most usage occurs in the evenings.
- Consumers are shifting activities like watching video, shopping, and product research from laptops to tablets
This document provides findings from a study that tracked 470 consumers' mobile device usage and conducted surveys about their mobile behaviors and preferences. Key findings include:
- Smartphones are central to consumers' lives and most associate "mobile" with smartphones. Tablets are more often used for passive activities at home.
- Many consumers are open to interactions from brands on mobile but want meaningful content and transparency about how their data will be used.
- There is room for brands to improve their mobile experiences and lead by optimizing content across platforms, providing more information on mobile sites, and engaging users on social media.
Mobile Behavior Report (Exact Target, August 2014)Pub Payments
This document provides findings from a study that tracked 470 consumers' mobile device usage and combined it with survey responses to understand mobile behavior. Some key findings include:
1) Smartphones have become central to everyday life for most people and are seen as the epitome of "mobile" compared to tablets.
2) Tablets are used mostly at home for passive activities like watching videos but are becoming a preferred way to access online content compared to smartphones.
3) Consumers are open to interacting with brands on mobile if there is clear value for them, but messaging preferences need to be respected or they will opt out of communications quickly.
4) Many opportunities remain for brands to improve the mobile experience through
The document provides an overview of advertising strategies for engaging audiences across multiple media platforms simultaneously. It discusses how brands can capitalize on the trend of "dual-screening" by synchronizing content between television programming and social media platforms. It also presents case studies of how Tesco has successfully utilized mobile marketing and loyalty programs, and proposes a new brand campaign for Sure for Men deodorant focused on redefining concepts of masculinity. The document concludes by recommending that brands partner with data and technology experts to develop more immersive experiences across emerging platforms like augmented reality, smart home devices, and voice assistants.
Consumers are in charge, and brands are in charge of ensuring they remain front and center along the consumer journey. To do that, they must understand the touchpoints that matter, enhance the targeting triple play, and ensure that the process is working properly. This requires understanding and quantifying consumer behavior. Thankfully, consumers in charge also means that consumers reveal a great deal—if you know where to look and don’t shy away from big data. This presentation looks across industries to reveal key tenets for how to make marketing remarkable.
Vivaldi: Always-On Consumer Study Jan 2014Brian Crotty
The document discusses research conducted by Vivaldi Partners Group on a new type of consumer called the Always-On Consumer (AOC). It finds that 48% of consumers are AOCs who use 3 or more connected devices daily, access the internet multiple times per day, and do so from 3 or more locations. The research aims to understand how AOCs connect with brands and businesses by identifying 5 distinct segments of AOCs based on their online behaviors and motivations for connecting with companies.
The document discusses social media trends revealed by the Wave studies conducted by UM over 7 years. It finds that inherent human needs drive social behavior, including relationship building, diversion, progression, recognition, and learning. Meeting these needs through social media can benefit brands by building desirability and driving sales. However, simply tracking trends is not enough; brands must understand the motivations behind trends to know when and how consumers are engaging with them. The rapid growth of smartphones is transforming the digital landscape by becoming the dominant internet-connected device.
This survey of 1,000 US consumers found that:
1. Younger generations constantly use multiple devices at once and spend over 11 hours per day on devices, while older generations spend less time and are less likely to multitask.
2. Brand websites are important research sources but younger consumers also rely on social media and video, and are more likely to use mobile in stores.
3. Consumers find irrelevant, poorly designed content most frustrating and would abandon it, though many rate recent brand website experiences positively overall.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
Connected consumers are not created equal a global perspectiveOliver Grave
Connected consumers are motivated to go online by four main factors: interpersonal connection, self-expression, exploration, and convenience. A global study of 10,000 connected consumers found that over half are continuously connected, often every waking hour. However, the level of continuous connectivity varies by country. While most purchases still occur in-store, connectivity enhances the overall shopping experience by providing access, speed, and convenience. Motivations for connectivity also differ in some ways between developed and developing markets.
This report leverages data from TNS Connected Life and advertising expertise from Millward Brown Digital to give actionable insights when considering marketing to dads and households with children. The report also provides recent marketing examples that aim to connect with fathers.
It`s lit - A guide to what teens thinks it`s coolIQads
This document provides a summary of research on what Generation Z (those born between the mid-1990s to early 2000s) considers "cool". Key findings include:
- Technology such as smartphones, iOS, VR/AR are very cool to Gen Z. Social media platforms like Snapchat and Instagram are popular for connecting with friends, while Facebook is less cool.
- Popular cool brands include YouTube, Netflix, Google, Xbox, Oreo, GoPro, Playstation, Doritos, Nike, Chrome.
- Activities like team sports, video games, streaming media and reading are seen as cool ways to connect with friends or escape reality. Music that makes them "feel" something is also cool
This document provides insights into smart device consumers and their purchasing behaviors. It finds that 91% use mobile devices to help with shopping and 42% prefer mobile research over desktop. 77% of smart shoppers showroom by finding better prices or comparing products on their phones. Four out of five think mobile ads could influence electronics purchases, especially those with deals or rich media on new products. Key profiles include millennials preferring mobile research over in-store shopping compared to baby boomers.
The document discusses findings from a global study on how digital technology is impacting shopper behaviors. Some key findings include:
- While 90% of internet users make online purchases, how they use digital channels varies based on factors like where they live and category.
- Most internet users browse or research purchases online, even if they don't complete the purchase digitally.
- Shoppers in fast-growing markets tend to be more "future forward" in their digital behaviors compared to mature markets. Chinese shoppers make twice as many online purchases on average compared to global averages.
- Brand websites remain a popular source of information for shoppers researching products online.
This document discusses the growing trend of global programmatic advertising. Programmatic advertising uses automation and data to target digital ads. The summary is:
1. Programmatic advertising is no longer confined to the US, but is growing internationally as brands look to deliver targeted messages globally.
2. Drivers for adopting programmatic internationally are similar to the US - increasing efficiency to get more out of budgets. However, regional variations require localized approaches.
3. A recent forecast predicts worldwide programmatic ad spending will rise 52% in 2014 and continue growing 27% annually through 2018, totaling $53 billion.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Over the course of 7 years and surveys of nearly 200,000 internet users across 72 countries, the Wave project has tracked the unprecedented growth of social media. However, Wave has shown that the real story is one of social media's evolution, as it has transformed users from passive observers to active content creators and influencers. Wave also revealed that understanding the fundamental human needs and motivations behind people's social behaviors provides more meaningful insights than simply tracking the latest trends.
Velti mobile and digital multi channel landscape 2013 h1 13-03-13Simon Green
The mobile and digital multi-channel landscape is changing so rapidly that I and my department create this review every 6 months. It contains recent and authoritative data from a variety of respected sources to help our clients plan and review their digital initiatives and how they fit into their board level digital and multi-channel strategy.
This document discusses research into how people connect through mobile devices. It finds that globally, people have owned mobile devices for an average of 12 years, making them still in their "teenage years" of mobile use. It identifies five themes regarding mobile connectivity: 1) Teenage Dreaming, where mobile behaviors are inconsistent like a teenager; 2) Figuring Out Relationships, as mobiles take the place of relationships and constant connectivity impacts relationships; 3) Who Are We Really?, as mobile personalities can differ from in-person personalities; 4) Smashing Stereotypes, as stereotypes of mobile users are broken; and 5) Keeping the Magic in Mobile, as brands can help maintain positive aspects of mobility. The
Presentation by Martin Wootton to the MRS in July 2013. Martin explores the rapidly changing developments in consumer buying behaviour in a multi channel digital world
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
This document summarizes the findings of a study about tablet usage and how consumers interact with digital advertising on tablets. Some key findings include:
- Over half (55%) of respondents would consider replacing their laptop or desktop with a tablet. Men were more open to replacing with a tablet than women.
- Many households now have multiple tablets, with 43% having two or more tablets. Younger users were less likely to have multiple tablets than older users.
- Women spend more time using tablets each day than men, with 24% using tablets for two or more hours daily. Most usage occurs in the evenings.
- Consumers are shifting activities like watching video, shopping, and product research from laptops to tablets
This document provides findings from a study that tracked 470 consumers' mobile device usage and conducted surveys about their mobile behaviors and preferences. Key findings include:
- Smartphones are central to consumers' lives and most associate "mobile" with smartphones. Tablets are more often used for passive activities at home.
- Many consumers are open to interactions from brands on mobile but want meaningful content and transparency about how their data will be used.
- There is room for brands to improve their mobile experiences and lead by optimizing content across platforms, providing more information on mobile sites, and engaging users on social media.
Mobile Behavior Report (Exact Target, August 2014)Pub Payments
This document provides findings from a study that tracked 470 consumers' mobile device usage and combined it with survey responses to understand mobile behavior. Some key findings include:
1) Smartphones have become central to everyday life for most people and are seen as the epitome of "mobile" compared to tablets.
2) Tablets are used mostly at home for passive activities like watching videos but are becoming a preferred way to access online content compared to smartphones.
3) Consumers are open to interacting with brands on mobile if there is clear value for them, but messaging preferences need to be respected or they will opt out of communications quickly.
4) Many opportunities remain for brands to improve the mobile experience through
2014 Mobile Behavior Report- White PaperSam Capra ☁️
This document provides findings from a study that tracked 470 consumers' mobile device usage and conducted surveys to gain insights. Key findings include:
- Smartphones are central to everyday life for 85% of respondents and seen as the epitome of "mobile" by most. Tablets are more of a home/companion device.
- There is abundant opportunity for brands to improve their mobile experiences and content delivery across devices to better meet consumers' needs for seamless, easy access to information.
- Usage varies between age groups and income levels, such as those aged 18-24 spending more time on smartphones and lower-income users spending more overall time on mobile.
Sociomantic : étude power to the screensThierry Pires
This document summarizes research on mobile shopping behaviors based on a survey of over 1,000 people. It finds that while smartphones are used widely for initial searches, tablets are preferred for more in-depth research and making purchases across all age groups and product categories. Younger consumers ages 18-24 use multiple devices and are most active on smartphones, while older consumers ages 55-64 prefer tablets. The key takeaway is that marketers should tailor their mobile strategies and target different devices depending on where consumers are in the purchase funnel to maximize opportunities for influence.
1) Mobile shopping is rising significantly, with nearly half of European online sales expected to come from mobile devices by 2018.
2) Consumers use mobile devices throughout the day for many activities, including shopping online. Big spenders and high earners tend to shop most in the evenings and on Saturdays using their smartphones and tablets.
3) Marketers must have a strong mobile presence to engage customers wherever they are - during commutes, at work, in stores, and at home - to influence purchases and build loyalty.
Insights from google for vietnam 03/2016Thai Nguyen
This document discusses insights from a report on digital marketing in Vietnam. It summarizes several sections of the report, including on the online and multiscreen world, smart shoppers, local shoppers, international shoppers, smart viewers, and digital moms. The digital moms section finds that moms extensively research purchases online using various devices and share products and reviews online, making them influential brand ambassadors. It provides recommendations for brands to engage digital moms through online videos, search engines, and easy to use websites.
Insights from Google for Vietnam mar2016Vinh Nguyen
This document discusses insights from a report on digital marketing in Vietnam. It summarizes several sections of the report, including on the online and multiscreen world, smart shoppers, local shoppers, international shoppers, smart viewers, and digital moms. The digital moms section focuses on mothers who are well-informed, connected, and actively use the internet to research purchases, share content and brand opinions online, and influence other mothers.
Insight from Google: Vietnam Digital landscape 2016Phuong Bi
This document discusses insights from a report on digital marketing in Vietnam. It summarizes several sections of the report, including on the online and multiscreen world, smart shoppers, local shoppers, international shoppers, smart viewers, and digital moms. The digital moms section focuses on mothers who are well-informed, connected, and active online. It finds that these "digital moms" intensively research purchases online, enjoy online shopping for its convenience, are interested in trends, and actively engage with brands by sharing information online.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Blis insights: the influence of location on cross-screen advertisingBlis
Understanding the role of location in how consumers interact and respond to advertising is becoming a critical component for every brand looking to execute successful mobile-aware campaigns.
Technology has played its part in this evolution, with devices and connectivity combining to provide consumers with access to content and information anytime, anyplace. Consumers are using multiple devices to interact with brands in different ways depending on the kind of content being consumed, the services they are using, and the context of their location.
The data in this deck comes from a Blis White Paper based on consumer research from a nationally represented sample of UK consumers, designed to explore the following topics:
Device ownership and usage across demographics
How consumers engage with mobile advertising on different devices
The importance of context in mobile advertising
The influence of location on mobile advertising engagement
This document outlines the agenda and sponsors for the MRMW Chicago conference from May 27-30, 2014 at the Congress Plaza Hotel & Convention Center. The keynote speaker was Tony Marlow from Twitter who discussed the rise of mobile devices and how digital life has integrated into everyday life. The document also covered topics like how consumers spend their time across media, the growth of mobile internet usage, video consumption trends, multi-tasking behaviors, and the importance of personalization for both consumers and advertisers.
Similar to The media evolution:From Computers to PCs to Tablets (20)
The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can calm the mind and help prevent worrying thoughts. Studies have shown that meditating for just 10 minutes per day can lower stress levels and improve overall mental well-being.
Catching up with shivakeshavan cii mumbai : Our Sumit Roy
Mallcom India Director Mr. Giriraj Mall on why Mallcom choose to sponsor Shiva Keshavan for 3 years apart from making a coffee table book on his life. Shiva Keshavan is the only Luge sportsperson from India to have participated in the Olympics 6 times. He holds the record for being the fastest Asian Luger (134.3km/hour and is accurately nicknamed the “Fastest Asian on Ice” At 16 he became the youngest Luger to participate in the winter Olympics.
research report on online food ordering market in IndiaSumit Roy
The online food delivery market in India is growing rapidly, increasing 150% in 2016 to reach $300 million. While the overall restaurant industry is growing at 11%, the delivery market is outpacing it with 30% growth. Five major cities - Bangalore, Delhi, Mumbai, Hyderabad and Pune - account for over 85% of online food delivery orders currently. For partner restaurants, online platforms provide a new business stream contributing around 30-35% of their total business on average. However, high delivery costs remain a key challenge for the industry's profitability as the average order value is only $5. The market is expected to reach $750 million in 2017 with increasing penetration of online delivery and expansion to new cities.
how iOT is set to herald the Renaissance of 2nd industrial revolution Sumit Roy
The document discusses the Internet of Things (IoT), which refers to a network of internet-connected devices that can collect and exchange data. The IoT ecosystem allows entities to connect to and control IoT devices using remote devices like smartphones over a network. It is estimated that there will be 24 billion IoT devices installed by 2020, with $6 trillion invested in IoT solutions over the next five years, generating $13 trillion in return by 2025. The IoT is expected to transform industries like manufacturing, transportation, defense, retail, healthcare and more through the use of connected devices and sensors.
patents received by the top 5 technology companies Sumit Roy
THE ‘BIG 5’ PATENTS REPORT
Patent activity and trends across Amazon, Apple, Facebook, Google,and Microsoft
OVERALL PATENT ACTIVITY FROM BIG 5 COHORT ON
THE RISE
Applications trend upwards: Collectively, these IP powerhouses
have applied for more than 52,000 patents since 2009. Total
applications have steadily risen as each company diversifies its
research activities, with annual combined applications nearing
10,000 in 2013.
Microsoft leads, Facebook lags: Microsoft has filed for the most
patents, applying for over 16,800 since 2009, with second-place
Google applying for more than 14,500. Apple was in 3rd and
Amazon 4th, with Facebook lagging significantly behind.
Grants also rising: Although somewhat dependent on the USPTO
approval process, annual grant publications for this cohort have
also consistently grown. Google is now surpassing Microsoft for
the top spot here in part thanks to the reversal of its anti-patent
stance early in the decade.
INDIVIDUAL PATENTS REVEAL BROAD INTERESTS IN AI,
AR/VR, AND VEHICLES
AI activity skyrockets: 2014 applications with AI-related keywords
have already set an annual record, with more applications likely to be published. Microsoft leads with Google quickly rising in second,
while Apple lags all of its peers thus far.
Facebook picking up: Although behind the other four in overall
filings, its activity is on the rise and recently published applications reveal its efforts to automate the removal of objectionable contentusing machine learning.
Apple targets vehicles, wearables: Apple came in second behind Google in our keyword analysis of vehicle-related tech. Individual filings point to research in autonomous vehicles and AR/VR.
Amazon broadens activities: The e-commerce company has
moved from consumer devices like e-book readers and tablets to drones, cybersecurity, and potentially tech to support its Go stores.
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
State of mobile mobile developers:ecosystem and marketing mixSumit Roy
InMobi undertook a survey of mobile developers across the world in an attempt to understand the ever growing
ecosystem better. The Mobile app developer survey from InMobi drawn from over 1000+ respondents across 155
countries showcases some insightful data on the latest trends in the mobile app ecosystem, including developer
mindshare, platform of choice , revenue models, challenges and motivations and mobile ad network preferences.
top 5 indicators on pharma brands and marketing spendsSumit Roy
pharma brands and how they plan to spend on marketing . This research data shows " pharma companies and which media channels they intend to spend online . Suprisisngly mobile channel remains the most " powerful and valuable channel" which pharma brands plans to spend on this year,followed by social and online.
2016 BrandZ™ Top 100 Most Valuable Global Brands increased 3 percent, to $3.4...Sumit Roy
In a year marked by disruption, the value of the 2016 BrandZ™ Top 100 Most Valuable Global Brands increased 3 percent, to $3.4 trillion.
Six of the 14 categories included in the 2016 ranking declined in value compared with only two last year. One category remained flat. Of the seven categories that increased in value, only two grew by more than 10 percent.
global Venture funding and start up data : top 10 chartsSumit Roy
- Global VC funding hit a record high of $128.5B in 2015 but pulled back significantly in Q4/15, dropping from $38.7B in Q3 to $27.2B. Deal volume also declined from 2008 deals in Q3 to 1742 in Q4.
- The number of mega-rounds (>$100M) declined sharply from over 72 in Q3 to 38 in Q4 as investors became more cautious due to economic uncertainty and concerns about recent IPOs falling short of private valuations.
- Both North America and Asia saw large decreases in mega-rounds and funding compared to previous quarters while Europe experienced a more modest decline.
US SOLOMO ( SOCIAL LOCAL MOBILE SPENDS 2016 ONWARDS)Sumit Roy
This document summarizes key findings from BIA/Kelsey's U.S. Local Advertising Forecast for 2016. It finds that total local advertising revenues in the U.S. will reach $146.6 billion in 2016, with digital revenues growing to $42.6 billion or 29.1% of the total. Mobile, social, and video are fueling growth in local online/digital advertising. While traditional media remains important, the media landscape is changing rapidly with growth in areas like mobile, social, and online video outpacing older formats.
State of mobile app downloads and cost per installs in Latin AmericaSumit Roy
Brazil continues to be the leading app destination in Latin America, accounting for 81% of mobile app installs. Gaming is the dominant app category, representing over half of all installs. Chile has the highest premium for iOS installs compared to Android. Cost per install (CPI) rates vary significantly across countries and categories in Latin America, as users explore different types of apps.
state mobile app downloads in asia pacificSumit Roy
China is the leading destination for app downloads in Asia Pacific, accounting for nearly half of all downloads. The top app categories by growth in Asia in the third quarter of 2015 were mobile commerce and travel, both growing over 100% compared to the second quarter. Indonesia had the highest premium for iOS app installs over Android installs this season. As competition increases across app categories, the difference between installation costs on iOS versus Android is declining.
top 100 start up companies with valuations of 1$ billion and aboveSumit Roy
This document lists startups from around the world with their valuations and investors. The highest valued startups are Uber at $51B from the US, backed by Lowercase Capital, Benchmark Capital and Google Ventures. Second is Xiaomi from China at $46B backed by Digital Sky Technologies and QiMing Venture Partners. Third is Airbnb from the US at $25.5B backed by General Catalyst Partners and Andreessen Horowitz. The startups span various industries and countries with the US and China having the most represented startups.
global biggest start up companies with valuations of 1$ billion and aboveSumit Roy
CBI insights lists the top 100 the biggest Unicorns with $1billion and more in valuation. Investment of individual start ups, total valuation and the business verticals are also mapped .
Three quarters of smartphone owners regularly watch streamed video and more people will watch streamed on-demand video weekly than broadcast TV by 2015. Around half of smartphone owners would prefer to use their phone to pay for goods and services and believe the smartphone will replace their entire purse by 2020. Children will expect all objects to be connected when they are older according to 46% of smartphone owners.
This document provides information about Brand Finance, a brand valuation consultancy, and their annual Indonesia 100 report which ranks the top 100 brands in Indonesia. Some key details:
- Brand Finance was established in 1996 to bridge marketing and finance by valuing brands and helping companies connect brands to financial performance.
- Their brand valuation methodology is independent, technically credible, and transparent.
- The 2015 Indonesia 100 report ranks Telkom Indonesia as the most valuable brand in Indonesia worth $2.8 billion, followed by Gudang Garam and Bank Mandiri.
- The report provides brand value, rating, parent company and other financial details for each of the top 100 brands.
The media evolution:From Computers to PCs to Tablets
1. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
1
2. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Contents
USE THEIR TABLETS AND INTERACT
Introduction
WITH Methodology ADVERTISING
DIGITAL 43
Objectives &
Major Findings
5
Demographics
6
Survey
7
Conclusion
20
About Adroit Digital
21
Contact Us
21
adroitdigital.com
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
3. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
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.*
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
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 effective, some advertising tactics will need to change to address this. It will require a
adroitdigital.com
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
4. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
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.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
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 TABLETS TAKING OVER?
4
5. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
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.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
• 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, more than women, make impulse purchases on their tablet. Men are over one and
adroitdigital.com
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.
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
5
6. Study
Demographics
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Gender
18 - 24 - 24
18
MaleMale
Female
Female
22%22%
40%
52%52%
40%
48%
48%
AGE
39%39%
25 - 34 - 34
25
23%23%
35 - 44 - 44
35
10%
USE THEIR TABLETS AND INTERACT 10%
55+
WITH DIGITAL ADVERTISING55+ 6% 6%
45 - 54 - 54
45
Base: n=1,000 Sums may not equal 100 due to rounding
45%
45%
55%55%
4% 4%
Yes Yes
No No
8% 8%
57%57%
45 - 54 17%54 17%
45 -
1
1
2
2
3
3
MoreMore than 3
than 3
18 - 24 10% 10%
18 - 24
31%31%
MEN
MEN
WOMEN
WOMEN
45 - 54 45 - 54
60% 60%
50% 50%
47% 47%
Men are more likely
to impulse purchase
on tablets than
women.
adroitdigital.com
1
1
2
2
3
3
MoreMore than 3
than 3
2014: ARE TABLETS TAKING OVER?
6
35%
50% - 74%- 74%
50%
21%
21%
adroitdigital.com
35% 29%
25% -25% - 49%
49%
26% 29%
26%
Less than than 25%
Less 25%
14
14
7. 55+
Study
ONE TABLET, TWO TABLETS,
THREE TABLETS, FOUR
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
8%
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
22%
respondents. 17% of respondents age 45-54
indicated having three or more tablets in their
household. While only 10%39%
of respondents age
18-24 indicated having three or more tablets in
23%
their household.
4%
57%
45 - 54 17%
1
2
3
More than
18 - 24 10%
31%
40%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
1
2
3
More than 3
10%
6%
BETAMAX, WALKMAN, 8-TRACK TAPE,
ATARI, LAPTOPS?
45%
55%
Yes
No
Would you consider purchasing a tablet as
a replacement for your personal laptop/
desktop?
WOMEN
45 - 54
50%
47%
re than 3
50%
75%
Don’t take
away from
It appears men are more likely than women to move to a
19%
17%
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
MINUTES PER DAY
as a replacement for their personal laptop/desktop.
Less than
30 - 59
60 - 120
More than
35%
Base: n=1,000 Sums may not equal 100 due to rounding
29%
adroitdigital.com
25%
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.
adroitdigital.com
MEN
60%
Less tha
2014: ARE TABLETS TAKING OVER?
7
8. 3
More than 3
31%
45 - 54 17%
Study
8%
1
4%
2
55%
Yes
No
31%
3
1
2
3
M
18 - 24 10%
45%
More than 3
TABLETS ARE ON-THE-GO
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
57%
100%
6%
Don’t take tablet
USE THEIR TABLETS AND INTERACT
away from home
WITH DIGITAL ADVERTISING
19%
D
a
17%
19%
17%
29%
Less than 30
30 - 59
15%
adroitdigital.com than 120
60 - 120
More
11%
10% - 24%
25% - 49%
Less than 30
60 - 120
30 - 59
More than 120
61%
MEN
49%
60%
WOMEN 24%
MEN 15%
45 - 54
64%
21%
55+
58%
WOMEN
35 - 44 49%
35 - 44 49%
WOMEN 44%
20%
29%
40%
Base: n=1,000 Sums may not equal 100 due to rounding
10%
14%
29%
MEN
6%
30 - 59
Older respondents indicated the highest level of engagement
60 with every day tablet use. 64% of respondents age 45-54 120
39% and over, indicated they use
More than 120
and 58% of respondents age 55
their tablet more than two hours every day.
Less than
61%
49%
WOMEN 24%
MINUTES PER DAY
MEN 15%
45 - 54
64%
55+
58%
WOMEN
4%
35%
30 - 59 - 99%
75%
In today’s world, people are moving double-time to try to
60
keep pace with their busy lives. Despite this, consumers- 120 100%
More than 120
seem to have time to devote to their tablet every day.
Don’t take tablet
away from home35%
Over half, 54% of all respondents, indicated they use their
29%
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
Less than every 30
19% hours30 day. - 59 17%
two
60 - 120
More than 120
Women spend more time using their tablet than men.
adroitdigital.com
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
60%
indicated they spend two hours or more with their tablet
daily,MINUTES to 15% of men.
compared PER DAY
Less than 30
21%
How many minutes a day do you use your
50% - 74%
MINUTES PER DAY
tablet?
Less than 30
WOMEN 44%
25% - 49%
35%
26%
Less than 25%
IT’S TABLET TIME
35%
35%
45 - 54
60%
50%
47%
4%
Over one-third of all respondents, 39%,
indicated they take their tablet with them
1 50% or more of the time when theythan 3
2
3
More leave
home. Of this group, 18% take their tablet
with them 75% or more of the time.
WOMEN
More than 3
21%
94% of all respondents indicated they take
their tablet with them when they leave home
every day.
MEN
1
25% - 49%
2
3
50% - 74%
More than 3
75% - 99%
3
14%
31%
Less than 25%
2
29%
Today’s consumers are on the move and so
18 - 24 10%
are their tablets.
1
26%
When leaving home every day,
what percentage of the time do
you take your tablet with you?
45 - 54 17%
28%
39%
32%
2014: ARE TABLETS TAKING OVER?
8
9. MINUTES PER DAY
Less than 30
30 - 59
60 - 120
More than 120
35%
Study
29%
MORnING, NOON OR NIGHT?
Less than 30
60 - 120
What time of day do you use your
tablet the most?
30 - 59
More than 120
WOMEN 44%
60%
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.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
39% of all respondents indicated the time of day they
35 - 44 49%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
39%
Less than
10%
10% - 24%
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.
20%
25% - 49%
15%
11%
10%
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%.
50% - 74%
5am
75% or
more
12a
m-
am
m
- 12
- 7p
7pm
m
5pm
- 5p
m
9am
- 9a
7am
5am
- 7a
m
5%
7%
10%
49%
adroitdigital.com
65%
55+
18 - 24
At home com
family room/k
At home priva
At work
Out of house,
35%
34%
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
9
10. 1
10% - 2
35 - 44 49%
WOMEN 44%
60%
Study
20%
25% - 4
15%
11%
10%
50% - 7
5%
75%
mo
Where do you10% your tablet the
use 11%
5%
most?
am
1 2a
m5am
- 12
- 7p
7pm
5pm
5pm
4%
5am
10%
49%
12a
7pm
5pm
15%
m-
- 12
am
m
- 7p
m
- 5p
- 9a
m
32%
75% or
7%
more
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
When asked where they use their tablet the most, close
9am
28%
50% - 74%
Our survey has answered many of these questions.
The remaining question to be answered is where do
consumers use their tablets the most.
7am
21%
25% - 49%
15%
- 7a
m
9am
10% - 24%
20%
5am
9am
-
5am
7am
-
- 7a
m
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
WHO, WHAT, WHERE, WHEN?
Less than
10%
m
39%
For 83% of all respondents, the answer is at home.
At home
family ro
At home
At work
Out of h
35%
34%
49%
At home common area, living room/
family room/kitchen
At home private area, bedroom
At work
70%
Out of house, but not work
35 - 44 56%
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.
55+
65%
The oldest respondents, those age 55 and over, are
18 - 24
35%
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
34%
tablet in a common area, 65% and 35% respectively.
18 - 24
35 - 44 52%
adroitdigital.com
52%
50%
49%
34%
25 - 34 50%
10%
65%
55+
25 - 34 61%
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
7%
the area they use their tablet the most, is a private area
of their home, i.e., bedroom.
25 - 34 61%
35 - 44 56%
58%
56%
25 - 34
55+
14%
42%
31%
oks
bo
23%
/m
a
Base: n=1,000 Sums may not equal 100 due to rounding
s an
gaz
ine
s
ds
ret
er
ail
ow pur vices
se ch
for ase
pur or
od
uct
cha
inf
orm se
che
atio
ck
n
sta
tem
s, l
ent
ive
s
or
rec
ord
vel
ed
arr
ang
em
ent
s
52%
duc
t
35 - 44 52%
34%
29%
11%
50%
49%
adroitdigital.com
WOMEN
23%
25 - 34 50%
70%
53%
MEN
31%
2014: ARE TABLETS TAKING OVER? 10
Yes
No
11. 2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
Tablets are used
most in the common
areAs of the home.
adroitdigital.com
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
11
12. %
6%
Don’t take tablet
away from home
Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
TABLET VS. LAPTOP
Less than 30
WOMEN
61%
30 - 59
MEN
49%
60 - 120 browsing, reading, shopping, or
When
WOMEN 24%
More than 120 to music, what percentage
listening
MEN 15%
of the time do you use your tablet
45 - 54
64%
compared to your laptop/desktop?
55+
58%
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?
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
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.
21%
28%
10% - 24%
32%
25% - 49%
15%
50% - 74%
75% or
more
40%
Less than
10%
4%
adroitdigital.com
49%
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
At home common area, living room/
2014: ARE TABLETS TAKING OVER?
12
13. 65%
55+
Study
18 - 24
At h
fam
At h
At w
Out
35%
34%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
35 - 44 56%
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.
52%
50%
49%
34%
25 - 34 50%
70%
35 - 44 52%
Which activities do you use your
tablet for that you used to perform
on a laptop/desktop?
25 - 34 61%
OUT WITH THE OLD, IN WITH
THE NEW
31%
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.
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Rea
d
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.
23%
adroitdigital.com
8%
19%
MEN
36%
adroitdigital.com
WOMEN
25 - 34
60%
51%
60%
2014: ARE TABLETS TAKING OVER?
13
Very
Some
Not li
14. B
tv
40%
MEN
28%
35 - 44 35%
51%
WOMEN
32%
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When 13% 13%a campaign strategy, advertisers should
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carefully weigh which medium will garner the greatest
campaign engagement rate against their performance
goals. likely
Very
60%
Somewhat they
When asked iflikelywere more likely to respond to an
Not likely
ad on their tablet, compared to their desktop, the
majority, respond on they were very or somewhat
Won’t 56%, indicated
likely to engage with a tablet ad, as opposed to a
tablet, but would
laptop/desktop ad. Of this group, 19% indicated they
on laptop
were very likely to respond to a tablet ad, as opposed to
a laptop/desktop ad.
- $9
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At home common area, living room/
19%
15%
family room/kitchen
At
4%home private area, bedroom
At work
Out of house, but not work
- $4
9
60%
25 - 34
Un
USE THEIR TABLETS37% INTERACT
AND
WITH DIGITAL ADVERTISING
t work
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.
Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would 50%
MEN
on laptop
37%
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.
53%
41% 29%
WOMEN
25 - 34
56%
TO BUY OR NOT TO BUY
58%
42%
32%
Are you more likely to make an impulse or
23%
23%
unplanned purchase from your tablet, as
20%
opposed to your laptop/desktop?
17% 17%
Yes
53%
MEN
44%
14%
55+
on area, living room/
WOMEN 29%
%
chen
25 - 34
56%
e area, bedroom 55+ 14%
14%
25%
15%
13%
13%
No
44%
Retailers should take note, tablet shoppers may be easier to drive to an
9%
unplanned or impulse purchase.
%
6%
ut not work
gg
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35 - 44 35%
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ure
rta
Ent
e
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%.
ty
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ant
s
23% 23%
G
6%
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
15%
to a laptop/desktop, than women, 53% and 29% respectively.
13%
20%
Pha
inm
14% 40% 13%
53%
WOMEN 29%
9%
25 - 34
56%
55+ 14%
28%
MEN
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Yes
23%
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23%
ty
42% of all respondents indicated they are more likely to make an impulse or
32%
unplanned purchase when using their tablet, as opposed to their laptop/
desktop.
25%
42% adroitdigital.com
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42%
40%
ho
ne
adroitdigital.com
Yes
alth
har
m
an advertisement on your tablet,
compared to your laptop/desktop?
$2 5
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36%
- $9
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2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
23% 23% you more likely to respond to
Are
19%
21%
13%
ADS MORE LIKELY ENGAGED ON
TABLETS
28%
8%
ea, living room/
%
n
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4%
%
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Res
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d
50% - 74%
2014: ARE TABLETS TAKING OVER?
14
15. 34%
25 - 34 50%
35 - 44 52%
31%
Yes
No
Study
23%
11%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
HOW MUCH IS TOO MUCH?
%
28%
When it comes to making a tablet purchase, are people spending
big or hardly spending? It appears from our survey results, both are
true.
23% 23%
26% of all respondents indicated they are comfortable spending
$100 or more when making a tablet purchase.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
An almost equal amount of respondents, 28%, indicated they are
13%
13%
$24
9
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ore
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der
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8%
Those who indicated comfort with the largest tablet purchase
amount, were respondents age 35-44. 35% of this group indicated
19%
comfort with a tablet purchase amount of $100 or more.
- $4
9
comfortable with a maximum tablet purchase amount of less than
$25.
Un
Res
e
dn
When making a purchase using your tablet,
what amount are you comfortable spending?
35 - 44 35%
ew
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Base: n=1,000 Sums may not equal 100 due to rounding
60%
MEN
WOMEN
Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
51%
Tablet shoppers
spending big or
hardly spending?
25 - 34
60%
37%
adroitdigital.com
50%
44%
41%
32%
23%
25%
23%
20%
adroitdigital.com
17% 17%
14%
13%
13%
2014: ARE TABLETS TAKING OVER?
15%
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13%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
13%
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What tablet advertiser category are you
60%
most likely to respond to on your tablet?
MEN
Very likely
51%
When asked which advertiser category consumers are mostly likely
WOMEN
Somewhat likely
to respond to on their tablet, Food, Fashion, and Entertainment
60% the list.
Not likely
topped
Won’t respond on
Of all respondents, 44% indicated ads related to Food/Restaurants
tablet, but would
are the ads they are most likely onrespond to from their tablet.
to laptop
37%
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%.
25 - 34
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
50%
44%
41%
32%
23%
25%
23%
20%
17% 17%
14%
13%
13%
15%
9%
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/ga
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g
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sur
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ea
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itie
s/e
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ts
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c at
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adroitdigital.com
Ent
e
36%
Un
19%
TABLET ADS THAT WORK
$2 5
8%
Base: n=1,000
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
16
17. TO TABLET OR NOT TO TABLET
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
CP
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Are you more likely to interact
with advertising on your tablet, as
opposed to your laptop/desktop?
45% of all respondents indicated they are more
likely to interact with tablet advertising, as opposed
to laptop/desktop advertising.
55%
55%
45%
45%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
MEN
WOMEN
MEN
18 - 24
WOMEN
18 - 24
Yes
No
Yes
No
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%.
45%
45%
51%
38%
51%
55%
38%
55%
MEN
WOMEN
MEN
18 - 24
WOMEN
55+
18 - 24
Base: n=1,000 Sums may not equal 100 due to rounding
55+
4
40
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
32%
70%
62%
70%
62%
Younger adults
are more likely
to interact with
tablet advertising.
adroitdigital.com
32
17
/co
onupo
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/
w p romprom
r
duc od otio ot
ns ion
t inuct
s
in
r fo form for
at m
x r
Are tablets the most effective place to advertise for
consumer engagement? It seems the audience is
split.
18. on laptop
7%
50%
Study
44%
41%
WHERE DO THEY GO TO PURCHASE?
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
32%
After seeing an ad on TV or seeing an 44%
23%
23%
ad in A magazine for an item of interest,
20%
are you more likely to seek additional
17% 17%
information or purchase32% item from
14% the 13%
13%
your tablet, as opposed to your laptop/
9%
desktop?
25%
6%
3%
25%
15%
23%
20%
The majority of tablet owners in our survey turn to their
tablet14%make a purchase or seek additional information,
to
15%
after seeing an ad 13%TV or in a13%
on
magazine for an item of
interest, as opposed to their laptop/desktop.
9%
ent
/ga
CP
min
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arm
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s. Win
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s rel/
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s
17% 17%
nts
Edu En
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m
USE THEIR TABLETS AND INTERACT
55% of all respondents indicated they are more likely to use
WITH opposed to their ADVERTISING
their tablet, asDIGITAL laptop/desktop, to make a
He
purchase or seek additional information about an item they
have seen advertised on TV or in a magazine.
45%
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.
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
45%
55%
18-24, indicated a 60% likelihood to turn to their tablet,
while 32% of those age 55 and over indicated the same.
Yes
No
45%
Yes
No
Yes
No
55%
adroitdigital.com
51%
38%
55%
Yes
No
61%
48%
60%
MEN
WOMEN
18 - 24
32%
55+
61%
WOMEN
48%
Base: n=1,000 18 - 24may not equal 100 due to rounding
Sums
60%
55+
32%
MEN
adroitdigital.com
70%
62%
2014: ARE TABLETS TAKING OVER?
18
19. MEN
Study
WOMEN
18 - 24
51%
38%
55%
61%
48%
60%
MEN
WOMEN
18 - 24
32%
55+
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
DEALS AND DISCOUNTS
70%
62%
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.
28%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
20%
on
ten
to
t
soc
Co
ial
nte
me
Int
nt
era
dia
rel
ctiv
eva
Co
nt
ev
nte
to
ide
nt
you
o
rel
eva
r in
ter
nt
to
est
you
s
r lo
cat
ion
Co
nte
nt
or
link
ed
exc
lu
inf
orm
atio
n
16%
er f
Off
27%
siv
ec
tio
mo
uct
rod
ns/
pro
wp
po
Ne
/co
u
nts
Dis
cou
Location based advertisements are least likely to be
responded to by our survey respondents, 16%.
ns
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.
41%
40%
Base: n=1,000
1 in 8 globally
to have a tablet
by 2017
adroitdigital.com
††
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
19
20. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
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.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
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
adroitdigital.com
2014: ARE TABLETS TAKING OVER? 20
21. 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
21