iPad users more engaged with advertising

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The findings (.pdf) suggest iPad users like to engage with ads and are more likely to click into an ad that has an interactive feature or video.

Nearly half (45%) of iPad owners said they were more likely to click on ads that included multimedia than 26% of iPhone subscribers and 27% of other device owners.

Not only are they more receptive to advertising, they are more likely that other devices to take action or make a purchase. Over a third (36%) made a purchase on the Internet via a PC after seeing an ad on their iPad, compared to 27% of all other device owners.

A quarter of iPad users went to a store to make a purchase as a result of an ad on their device (vs. 10% of all device users), while 12% purchased over the phone (vs. 7%) and 8% made a purchase direct from their device (vs. 5%).

Overall, 60% of the respondents of all users surveyed indicated they were “OK with advertising if it means I can access content for free.”

Recent research (.pdf) from Rhythm NewMedia found click-through rates from interactive pre-roll video ads to be higher among iPad users than users of other devices.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.