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BizReport : Mobile Marketing : February 09, 2012

Ad recall and propensity to purchase higher among tablet users

A new survey from Nielsen reveals tablet users in the UK are more likely to accept advertising on their device than smartphone users and have better ad recall, too.

by Helen Leggatt

nielsen logo.pngIn its latest UK Connected Devices report Nielsen found that 40% of tablet users found advertising acceptable compared with 30% of smartphone users.

Furthermore, ad executions on tablets were found to be more effective. Tablet users were more likely to remember ads on their device with 48% recalling seeing an ad compared with just 37% of smartphone users.

Nielsen also found that tablets (28%) were used more to research product information following the broadcast of a television ad more than smartphones (18%). Overall, it appears tablets are being used more as a second-screen while couch-surfing and smartphones are the device of choice when out and about.

When it comes to making a purchase, tablet users are again more likely to do so than smartphone users - 10% vs. 7%.

"There is now one tablet for every six smartphones in the UK, a ratio which continues to close," said David Gosen, who leads Nielsen's digital strategy in Europe.

"Tablets are driving an increase in dual screening - this is both good and bad for advertisers. Consumers are unfortunately more distracted during TV ad breaks, with 64% saying they simultaneously use a tablet while watching TV at least 'several times a week'. But intelligent, integrated campaigns with TV, app and search elements can deliver a powerful, cohesive brand message like never before. Understanding how consumer behavior is evolving is the key to success."

Tags: multiple screen, Nielsen, online advertising, smartphone usage, survey, tablet usage, television advertising, UK

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