Among mobile consumers of traditionally print media, tablet users are most easily engaged with advertising, according to a new research report “Mobile’s Role in the Consumer’s Media Day.” The report, released Monday (July 16) by the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, examines several key factors in mobile media consumption and consumers’ advertising engagement on these different mobile platforms.
Not only do media consumers prefer the tablet over the smartphone for print- and video-based content, but they also have a stronger degree of ad interaction on the tablet as well. The report finds that nearly half (47%) of respondents say they engage with ads on that device more than once a week.
After coupons, specific product searching, and favorite brands, location is the fourth most important factor enticing smartphone users to interact with ads. Location is far less important for tablet users who identify the sites they visited, apps they used, fun activities and daily routine as bigger factors than location when clicking on ads.
The “Mobile’s Role in the Consumer’s Media Day” report also examines in depth how receptiveness to advertising and media consumption varies by mobile operating system, gender, age, and time of day, among other factors. To trigger engagement and action, the report suggests that marketers keep in mind the differences in the ways consumers use these mobile devices and tailor their messages and strategies accordingly.