Tablet owners want content. The main actions taken by tablet users are accessing content and information. But, that doesn’t mean they are ignoring product advertising and marketing messages. In fact, tablet advertising spurs many consumers to not only research products but to also make purchases.
• 37% of tablet users described advertising on tablets as hard to ignore, one-third said they were eye catching and almost three in 10 consider them unique and interesting
• Tablet owners who multi-screen are much more likely to make purchases, research products and click on ads
In the six months after seeing an advertisement on a tablet:
• Nearly 40% made a purchase
• Approximately three in 10 researched a product
• 23% clicked on an ad
• One in five used a special offer or coupon or visited the product’s web site
• 15% visited the product’s Facebook page
What Does This Mean To You?
Advertising and marketing is all about driving traffic. Whether it’s to your physical location or your virtual destination, whether you employ a hard sell or a softer approach, your message should be designed to create awareness and entice consumers to visit. The functionality and engagement tools that tablets offer combine with the “newness” of tablet technology add to the purchase driving behaviors and ad affinity on the devices. As a business, you should capitalize on tablet technology while consumer satisfaction for the devices remains high. In tomorrow’s post, we’ll look at the products that are most researched on tablets and the top purchased categories of business. For more information on tools that can help you sell more products on tablets, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Center For Media Research; OPA; Frank Magid Associates