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BizReport : Mobile Marketing : January 12, 2012


In-Stat: (Screen) size matters

You've heard the saying size matters - or it's opposite, no, size is relative. But in the world of mobile devices it turns out size does matter. NPD In-Stat reports that larger screen sizes - which are preferred by most tablet users - lead to longer engagement/use than smaller screen sizes.

by Kristina Knight

How they're engaging - watching content, playing games and reading books - does matter, and interestingly enough, the report finds screen size does matter to these consumers.

"The majority of tablet owners have a screen size between 9 and 11 inches--a size optimized for sophisticated uses that require a lot of interaction," said Stephanie Ethier, Senior Analyst, NPD In-Stat. "The top uses for tablets are web browsing, email, and downloading and using applications, which are productivity-based uses. The larger screen supports more heavy text consumption and greater user interaction. Portable media players, which can be virtually identical to tablets except for the smaller-than-5-inch screen, are used primarily to support entertainment-focused uses, like listening to music and watching video."

According to the report:

• 47% of those surveyed use devices with screen sized between 2.5 and 5 inches
• 54% say managing personal information is the top use for laptop/notebook computers
• Most prefer using smartphones while watching television

Meanwhile, data from Nielsen finds more than half (51%) of US consumers are okay with mobile advertising - in apps, etc. - if they get free content in return. On average, US users have 33 apps on their devices; those apps are both free and paid. Their research also shows that watching mobile video accounts for only about 7 minutes/week; online video, meanwhile, they're watching nearly 30 minutes of content via PC/laptop.






Tags: mobile content, mobile content consumption, mobile device trends, mobile marketing, Nielsen, NPD In-Stat








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