Ad recall and propensity to purchase higher among tablet users

In 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