Category Archives: Tablets

Tablet Vs. PC

During the 4th quarter of 2012, PCs saw their first major decline in sales.  In fact, sales dropped by nearly 5% and nearly 12 million units annually.  While tablet sales are growing, tablets alone are not the main reason PC sales are on the decline. Several new research studies are out that point out that tablet devices may not be the main PC cannibal.

shutterstock_115365787● Three-quarters of iPad buyers were not choosing between a tablet and a PC

● Under 15% of iPad owners abandoned their PCs for a tablet

● Just over three in 10 current PC owners said they would trade their PC for a tablet

● Among 18-34 year olds, nearly 40% would make the switch as would a third of 35 to 44 year olds

● Tablet sales are projected to increase by 64%

What Does This Mean To You?

Yes, tablets are affecting PC sales, especially with younger consumers. But the same thing that is mainly plaguing the PC market could also hurt your business – the lack of innovation.
While there may be changes in the features of PCs, their value proposition hasn’t really advanced.
On the other hand, tablets have redefined computing.  While they may not offer the enterprise or development functions that a PC does, the value of having an always on device available to them wherever they are has made them more valuable.
When was the last time your business looked at its value proposition?
When was the last time you talked to your loyal customers about why they do business with you?
Your company’s brand is extremely valuable and the time invested into making sure it still connects with consumers is an investment in your future. For more information on keeping your brand and ans products top of mind and valuable to consumers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: NPD; eMarketer; Verizon


Creating a Better Tablet Shopping Experience

Earlier this week, we showed information on how smart phone shoppers and tablet shoppers differed in their holiday purchasing activities.  Tablet shoppers were more likely than smart phone shoppers to make purchases.  New research has come out that shows what features make tablet shopping more convenient.

shutterstock_106896515• Ease of finding products was the top reason at 22%

• 13% of users said that being able to get reviews and rating were important

• Another 13% wanted an easy checkout system

• 8% indicated that they required access to billing information through the tablet

• 6% thought that social activities such as sharing projects with friends was something wanted

What Does This Mean To You?

Tablet shoppers are important. Not only are they a great demographic, their numbers are rapidly increasing.   If consumers move away from apps as a tablet function, you will want to incorporate these attributes into your WAP functionality.  It’s always a good idea to watch how your customers are using technology and listen to how you think your offerings could be improved.  Businesses who respond to customer wants usually perform better.  Some things they want may not be financially feasible or technologically possible today, but we never know what the future may bring as the speed of innovation continues increase. For more information on creating more revenue from tablet shoppers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; SiteWorx

Tablet Shopping This Holiday Season

In yesterday’s post, we showed research on how many smart phone owners will shop over the holidays using their devices.  Today, we’ll look at the other mobile device, tablets.  While there are many more smart phones deployed across the country, consumers who use tablets are more likely to use those devices during shopping activities this holiday season.

• Nationwide, 20% of adults have a tablet in their household or plan to buy one in the next year.

• Over 60% of tablet owners plan to research and purchase holiday gifts, decor and food items

• 44% of tablet owners will research gifts or compare products

• Nearly 30% will look up a retailer’s location or shopping hours

• One in five will redeem coupons

• 30% plan to complete a holiday purchase on their device, that’s twice the percentage of smart phone owners

What Does This Mean To You?

For many consumers, their tablets are virtual catalogs.  This year, the amount of tablet owners is expected to increase greatly.  There are more devices available and a variety of price points for shoppers to make purchases at.  The other positive thing about tablet shoppers is that they are more likely to make purchases.  Look for opportunities to promote your goods and services through tablets and make sure you take advantage of the increase screen size and functionality that tablets offer.  For more information on creating awareness and generating sales with tablets, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Commerce Daily; National Retail Federation; The 2012 Scarborough Multi-Market Report, Release 1

How Tablet Owners Use Their Device

Tablets may again be the gift that everyone wants this holiday season.  There are new devices coming to stores and several of them are showing innovative improvements.  As a business, it’s not just important to that you know how many people will be buying tablets, you need to know what owners do with their tablets.  This knowledge will help you develop strategies to fully take advantage of tablet technology.

Over the course of a week, tablet owners nationally engage in many activities.

• Nearly two-thirds send or receive email

• 64% get news

• Six in 10 play games

•Over half engage in social networking

• More than four in 10 read books

• Nearly 40% watch movies

• 36% shop

• Just over one in five read magazines their tablets

What Does This Mean To You?

Consumers who have tablets love them, many of them have abandoned using desktops and laptops at home in favor of using their tablets.  The fact that some tablet owners are reading email on their devices can impact your businesses. If you are using rich media, make sure your email does not connect to any rich media.  If the links deliver consumers to a page that loads slow or doesn’t load at all, tablet users will not wait around. News and information is a big part of the tablet experience. Leveraging that content can create awareness of your organization.  Social networking is also a major activity for tablet owners.  Remember that your social reputation is very important and you should use every opportunity to build it up and keep it safe.  For more information on how tablets can help you gain new customers, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Pew Center for Excellence in Journalism

Tablet Owners Are More Engaged

The combination of tablet’s mobile functionality, screen size and speed has made them the device that everyone wants. While last year, the iPad was virtually the only major tablet available on the market, this year there are several and it looks like Apple will be adding a second screen size.  The biggest benefit to advertisers and content providers has been the high levels of engagement that tablet users enjoy. There is a new research study out that chronicles how dependent tablets users are on their devices.

• Tablet users spend 30% more time on sites than desktop users

• Tablet users also have 20%
higher engagement rates than those using PCs

• Mobile and tablet users accounted for 18% of traffic across most major sites

• Businesses are also becoming more engaged with tablets – tablet and mobile search spending has increased nearly 168% in the past 6 months

• Tablet owners are also more likely to allow themselves to be tracked.  Six in 10 smart phone users do not allow themselves to be tracked compared to bust 7% of tablet users

 What Does This Mean To You?

The more time users spend on sites, the more likely they are to see your ads or purchase items you have available online.  As more tablet users employ second screen activities – the more time they will spend on their tablet.  This also means less attention will be paid to commercials being played during prime-time.  Over the next few months, you will hear more terms like “device agnostic” or “responsive design”.  This is especially important when it comes to mobile. Simply enough, these buzz words mean that the web experience you have on your smart phone, tablet and desktop will be the same.  This may increase the amount of people who own tablets – those who don’t want to have to deal with “learning” a new device.  For more information about new and exciting content platforms that can increase your return from tablets, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Mobile Marketer; IgnitionOne

Mobile Ads And Effectiveness

Over the past year or two, mobile has become a consumer-driven force.  There has been much research done on who is using mobile devices, the activities they participate in, the apps they use and the content they want.  With all
this information, there is still one question businesses need to know – how effective is mobile in delivering my message.  A newly released study looked
into the acceptance levels of mobile advertising and the affect mobile ads had
on consumers.

• One in three tablet owners and one in five smart phone owners think that ads on mobile devices are acceptable

• 22% of tablet owners and 15% of smart phone owners don’t mind if they get ads on their device as long as they are relevant to them

• Nearly 20% of tablet owners clicked to view the full ad or product offering on a mobile device

• 8% of tablet owners and 5% of smart phone owners made a purchase on their mobile device after seeing an ad

• One in four tablet owners and 22% of smart phone owners made a purchase on a PC after seeing a mobile ad

• 17% of tablet owners looked for more information about a business after seeing a mobile ad

What Does This Mean To You?

The key to success with mobile ads, much like any form of marketing, is targeting.  The most effective and efficient campaigns are based on connecting with a target audience through media products they rely on and content that engages them.  The message you convey must speak to the needs of your target audience.  There is a time and place to talk about the features your product has or services your company provides; but to move the needle, you need to speak to the value you deliver.
Does it save your target audience time?
Will it save them money?
How does it enhance their life?
What problems will your goods and services solve?
Consumers look at mobile devices as a solution to great many things. By marketing your company or products as solutions as well, it will help you forge relationships and create awareness.  For more information on creating strategies that develop results, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen

Second Screen Activities By Device

If there was ever a question of how important mobile devices have become to consumers, second screening activity should put it to rest.  It’s usually the television that keeps people mesmerized; now mobile content has become so important, it’s disrupting the time honored tradition of vegging out in front of the tube.  A new study has looked at second screening and the differences between watching TV while using a tablet or smart phone.

• 88% of tablet owners use their device while watching TV and 87% smart phone owner do the same

• The top activity is checking email – nearly 60% over tablet owners
and over 50% of smart phone owners check email with their devices while watching TV

• Accessing online content unrelated to the show being watched – 55% of tablet owners were distracted by unrelated content as were 36% of smart phone owners

• Utilized a downloaded app – Half of tablet owners and over 40% of smart phone owners used an app while watching TV

• Shopping – 45% of tablet owners shopped while watching TV, 23% of smart phone owners did the same

• Visited a social network – Over 40% of tablet owners and smart phone owners went to social media content while watching TV

• Accessed information related to the show they were watching – Nearly 4 in 10 tablet owners and almost a quarter of smart phone owners did this

• Looked up product information on an ad viewed on TV – Just over one in four tablet users and less than one in six smart phone owners went online to access content about an ad they saw

• Looked up coupons/deals related to a TV ad – Only 22% of tablet owners and 12% of smart phone users went online with their device to find coupons or deals because of an ad they viewed

What Does This Mean To You?

There has always been multi-tasking.  The difference is that consumers are accessing content that rivals the attention of what is on TV.  In fact, second screen actions that involve TV programming are the lowest ranking of the surveyed activities.  This shows how disruptive second screening is to any messages you may have on TV.  Consumers who are using their tablets or smart phones while watching TV are usually holding those devices, so they have added engagement.  Even with on-demand options, mobile technology gives users more choices and allows them to decide the content they want to watch.  That also gives businesses more targeting option.  For more information on how to create more awareness and engagement using mobile, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source: Nielsen