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The media evolution:From Computers to PCs to Tablets

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.

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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
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?
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
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
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
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
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
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
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
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
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
% 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
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. Res e new s/b oo arc ks/ hp ma rod gaz uct Ma ine s an ke s ds a re erv tail br ice Loo s k u owse purch pp for ase rod pur or uct cha Pay inf bill Wa orm se s/c tch atio hec tv/ n ks vid tat eos em , liv ent Bo eo s ok r re tra cor vel ded arr ang em ent s 11% 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
B tv 40% MEN 28% 35 - 44 35% 51% WOMEN 32% 9 $10 0$24 $2 5 9 0o rm ore - $4 9 $2 5 $5 0 der Un When 13% 13%a campaign strategy, advertisers should planning 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 9 $10 0$24 $2 5 9 0o rm ore $50 $2 5 der 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 Au oo to/ ds aut or Ap ela par ted el/ sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s rits spi r nce ura rov ide eau G rts /sp o rtin and ne Ins Wi le/ pho ne p &b alth He Cab Spo 35 - 44 35% Lei s 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 pro vid er Ins ura nce ine and spi rits po rtin gg oo ds o/a uto rel ate el/ d sho es/ acc s. Fin anc e Tra vel d/r est aur 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 CP rm ace uti act cal ivit ies /ev ent s Edu cat ion ing ent 17% 17% /ga m Yes 23% No 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 g ace uti c al tivi tie s/e ven ts Edu c at ion e au &b CP Base: n=1,000 Sums may not equal 100 due to rounding 42% 40% ho ne adroitdigital.com Yes alth har m an advertisement on your tablet, compared to your laptop/desktop? $2 5 Bo 36% - $9 Pa 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 a, bedroom 8% 13% $2 5 k Loo ar 32% live o o s, 40% 28% 15% ok Wa tch tem e nt s r re tra cor vel de d arr ang em e nt s 21% 4% Study 4% % 15% 40% 75% or more Res e Rea d 50% - 74% 2014: ARE TABLETS TAKING OVER? 14
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 rm ore $2 5 0o 9 $10 0- - $9 $50 $2 5 der $2 5 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 s/b oo arc ks/ hp ma rod gaz uct Ma ine s an ke s ds a re er v tail br ice Loo s k u owse purch pp for ase rod pur or uct cha Pay inf bill Wa orm se s/c tch atio hec tv/ n ks vid tat e os em , liv ent Bo eo s ok r re tra cor vel de d arr ang em ent s 40% 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% 15
ne w s arc hp ro Ma ke a br Loo ku pp r Pay bill Wa s tch tv/ vid e Bo ok tr Res e Rea d 23% 23% Study 13% 2014: ARE TABLETS TAKING OVER? A SNAPSHOT OF HOW CONSUMERS 13% - $9 9 $10 0$24 $2 5 9 0o rm ore $5 0 - $4 9 $2 5 der 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% C ab &b le/ e au pho ty ne pro vid er Ins ura Wi nce ne Spo and rts spi /sp rits ort ing go Au od to/ s aut or Ap ela par ted el/ sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s CP G alth He ent inm rta 6% /ga min Pha g Lei rm sur ace ea uti ctiv c al itie s/e ven ts Edu c at ion 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
TO TABLET OR NOT TO TABLET 2014: ARE TABLETS TAKING OVER? A SNAPSHOT OF HOW CONSUMERS CP He H G a Cab C lth ealth &b & le/abl e pho /p eautbea ne ho n y pro e p vidrov er i Ins I uransu W ncera Spo S ine Wnne a id a rtspor spnd s /s ts i E nt E ert nte ain rta me inm nt / e n ga t/g a Pha P ming m Lei L ha sur eis rmac rm e ace e a ure ctiv ac utica ut tivi l itie s/eties ven/ev ts e Edu E catduc ionat Study 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 s/p ns / 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.
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 G Ph alth g arm Cab & b Leisu ace le/ eau re a uti pho ty cti cal ne viti pro es/ eve vid er nts Ins Edu ura cat Wi nce ion ne Spo and rts spi /sp rit CP He ort G alth ing C s &b go abl Au od e/p eau to/ s aut ho ty ne or Ap pro ela par ted vid el/ er sho es/ Ins ura acc nce s. Win ea Fin Spor nd anc ts/ spi e spo rits rtin gg Tra Foo oo vel Auto d/r ds /au est to aur Ap rel ant pa ate s rel/ d sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s 17% 17% nts Edu En cat tert ion ain 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
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
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
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

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The media evolution:From Computers to PCs to Tablets

  • 1.
    Study 2014: ARE TABLETS TAKING OVER? ASNAPSHOT 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? ASNAPSHOT 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? ASNAPSHOT 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? ASNAPSHOT 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? ASNAPSHOT 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? ASNAPSHOT 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, TWOTABLETS, 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
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    MINUTES PER DAY Lessthan 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? ASNAPSHOT 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 awayfrom 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 Ath 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. Res e new s/b oo arc ks/ hp ma rod gaz uct Ma ine s an ke s ds a re erv tail br ice Loo s k u owse purch pp for ase rod pur or uct cha Pay inf bill Wa orm se s/c tch atio hec tv/ n ks vid tat eos em , liv ent Bo eo s ok r re tra cor vel ded arr ang em ent s 11% 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 - 4435% 51% WOMEN 32% 9 $10 0$24 $2 5 9 0o rm ore - $4 9 $2 5 $5 0 der Un When 13% 13%a campaign strategy, advertisers should planning 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 9 $10 0$24 $2 5 9 0o rm ore $50 $2 5 der 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 Au oo to/ ds aut or Ap ela par ted el/ sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s rits spi r nce ura rov ide eau G rts /sp o rtin and ne Ins Wi le/ pho ne p &b alth He Cab Spo 35 - 44 35% Lei s 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 pro vid er Ins ura nce ine and spi rits po rtin gg oo ds o/a uto rel ate el/ d sho es/ acc s. Fin anc e Tra vel d/r est aur 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 CP rm ace uti act cal ivit ies /ev ent s Edu cat ion ing ent 17% 17% /ga m Yes 23% No 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 g ace uti c al tivi tie s/e ven ts Edu c at ion e au &b CP Base: n=1,000 Sums may not equal 100 due to rounding 42% 40% ho ne adroitdigital.com Yes alth har m an advertisement on your tablet, compared to your laptop/desktop? $2 5 Bo 36% - $9 Pa 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 a, bedroom 8% 13% $2 5 k Loo ar 32% live o o s, 40% 28% 15% ok Wa tch tem e nt s r re tra cor vel de d arr ang em e nt s 21% 4% Study 4% % 15% 40% 75% or more Res e Rea d 50% - 74% 2014: ARE TABLETS TAKING OVER? 14
  • 15.
    34% 25 - 3450% 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 rm ore $2 5 0o 9 $10 0- - $9 $50 $2 5 der $2 5 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 s/b oo arc ks/ hp ma rod gaz uct Ma ine s an ke s ds a re er v tail br ice Loo s k u owse purch pp for ase rod pur or uct cha Pay inf bill Wa orm se s/c tch atio hec tv/ n ks vid tat e os em , liv ent Bo eo s ok r re tra cor vel de d arr ang em ent s 40% 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% 15
  • 16.
    ne w s arc hp ro Ma ke a br Loo ku pp r Pay bill Wa s tch tv/ vid e Bo ok tr Res e Rea d 23% 23% Study 13% 2014: ARETABLETS TAKING OVER? A SNAPSHOT OF HOW CONSUMERS 13% - $9 9 $10 0$24 $2 5 9 0o rm ore $5 0 - $4 9 $2 5 der 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% C ab &b le/ e au pho ty ne pro vid er Ins ura Wi nce ne Spo and rts spi /sp rits ort ing go Au od to/ s aut or Ap ela par ted el/ sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s CP G alth He ent inm rta 6% /ga min Pha g Lei rm sur ace ea uti ctiv c al itie s/e ven ts Edu c at ion 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 ORNOT TO TABLET 2014: ARE TABLETS TAKING OVER? A SNAPSHOT OF HOW CONSUMERS CP He H G a Cab C lth ealth &b & le/abl e pho /p eautbea ne ho n y pro e p vidrov er i Ins I uransu W ncera Spo S ine Wnne a id a rtspor spnd s /s ts i E nt E ert nte ain rta me inm nt / e n ga t/g a Pha P ming m Lei L ha sur eis rmac rm e ace e a ure ctiv ac utica ut tivi l itie s/eties ven/ev ts e Edu E catduc ionat Study 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 s/p ns / 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 DOTHEY 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 G Ph alth g arm Cab & b Leisu ace le/ eau re a uti pho ty cti cal ne viti pro es/ eve vid er nts Ins Edu ura cat Wi nce ion ne Spo and rts spi /sp rit CP He ort G alth ing C s &b go abl Au od e/p eau to/ s aut ho ty ne or Ap pro ela par ted vid el/ er sho es/ Ins ura acc nce s. Win ea Fin Spor nd anc ts/ spi e spo rits rtin gg Tra Foo oo vel Auto d/r ds /au est to aur Ap rel ant pa ate s rel/ d sho es/ acc s. Fin anc e Tra Foo vel d/r est aur ant s 17% 17% nts Edu En cat tert ion ain 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? ASNAPSHOT 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
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    Who We Are AtAdroit 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