How often do you find yourself asking, “What did we do before X?” Once you take out things like medicine and electricity, that list is fairly short. Microwaves, indoor plumbing, and air conditioning come to mind. The newest addition to that list are smart phones. The functionality that tablets offer and their portability have tablets as the next item that user just can’t live without. A newly released study looks at how often people use their tablets.
• On average, tablet owners utilize their devices nearly 14 hours per week
• Almost half use them 10+ hours per week and one in six uses them 20+ weekly
• Nearly 60% of tablet owners use their devices between 5pm and 8pm; over half use their devices from 8pm to 11pm
• Tablet owners are multitaskers. 85% of tablet owners second screen with a TV and their tablet or smart phone. Two-thirds will use three devices – TV, smart phone or tablet and a PC
• Tablet owners spend roughly an hour and a half each day multiscreening
What Does This Mean To You?
Nearly 60% of tablet owners said they were very satisfied with their purchase and that number has increased year over year. Consumers are definitely engaged with these devices and that level of engagement can mean added awareness to your business. Because of the mobile web activities tablet owners are engaged in, mobile web, video and SEO become more important. Making sure your message is available, visible and searchable is key. Apps can also play a big role – just make sure that the apps you place your message in deliver relevant content to your target audience.
When consumers use tablets and their multiscreen behavior can mean trouble for broadcast advertisers.
If you are on television, viewers are splitting their attention between what’s on their tablet and what is on TV. Because the tablet is portable and they most likely physically interacting with it – content on the tablet may be getting more attention. For more information on creating a marketing strategy that will deliver your business results, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Center For Media Research; OPA; Frank Magid Associates