||Smartphones and Tablets, Though Mobile, Require Separate Ad Approach
According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers interact with businesses, making an understanding of the trends, strengths, and weaknesses of both tablets and smartphones important in serving mobile customers. In just three years, says the report, tablets have overtaken smartphones in the amount of traffic they drive.
Tablet versus smartphone growth:
Consumers' preferences for tablets versus smartphones vary depending on the type of site they're visiting, says the report. When shopping on retail and e-commerce sites, users prefer tablets. Telecom and media sites tend to be frequented more often by smartphone users.
Globally, websites are getting more traffic from tablets than smartphones
- Internet users view 70% more pages per visit when browsing on a tablet vs. a smartphone
- While tablet and smartphone consumers are both mobile users tablet users actually behave more like PC users in the way they browse and engage
Even as sales of Android devices increase, iOS has reemerged as the operating system most often used for browsing in the U.S., says the report.
Retail websites get the most tablet traffic followed by auto and travel & hospitality sites
- Conversely, consumers prefer their smartphone when visiting both telecom and media & entertainment sites
- As tablets get smaller and smartphones get bigger, marketers need to rely less on screen size and more on cues like connection type (Wi-Fi vs. cellular) and referral source to determine the best web experience to offer
In the U.S., iOS grew by nearly 10% year-over-year with the release of the iPad 3 in March 2012, and iPad 4 and Mini in November 2012.
Today, iOS accounts for 49% of smartphone browsing in the U.S.
- Android accounts for 45% of smartphone browsing.
- Over the last 12 months, RIM slid from a 5% to a 1% share of visits in the U.S., while Windows maintained its 1% share.
Publishers of digital print content are enjoying steady growth in readership due in part to release of new devices and further adoption of digital magazines. From August 2012 to February 2013, there was a 200% average growth in readers of digital publishing apps. Most digital magazine consumers read with tablets, says the report. Tablet use leads to more frequent, in-depth, and longer reading sessions compared to smartphones. 75% of reading sessions occur on tablets, and 23% on smartphones. When compared to smartphone readers, tablet readers:
Mobile video consumption is on the rise. By Q4 2012, mobile video starts, including both smartphones and tablets, have tripled year over year and currently account for over 10% of total digital video starts.
Open their app twice as often per month
- Read three times as many pages each time they read
Mobile accounts for a growing share of social media engagement. Mobile consumers like the strides Facebook is making to improve the user experience on smartphones and tablets.
Video starts on smartphones tripled year over year from 2011 to 2012
- Tablet video consumption slightly outpaced smartphones in video starts
- The growing mobile audience provides incremental engagement and revenue opportunities for advertising. Tablet viewers, in particular, are early adopters who typically spend more money, book more trips, and consume more media content.
When shopping online, consumers use tablets like a PC to compare products and make the purchase. They use smartphones for quick references like price checks and finding store locations.
One third of all likes on Facebook now occur via a mobile device
- After a slight dip at the end of 2012, the mobile share of Facebook "likes" jumped 56% between December 2012 and January 2013
- Mobile and social go hand in hand, so mobile specific offers on social media channels to reinforce this natural affinity, opines the report
(Source: The Center for Media Research, 05/14/13)
Conversion rates on tablets are three times greater than on smartphones
- Tablet conversion rates still don’t match those of PCs
- Differences in conversion rates point to the use cases shoppers have in mind when they choose to use a tablet or a smartphone. All mobile visits are not the same, concludes the report.