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BizReport : Blogs & Content archives : June 23, 2011

Study: Advertisers must adjust to tablet phenomena

Tablets are muddying the waters not just for mobile advertisers but for advertisers across the online space. As more consumers convert or add tablets to their connectivity, they are turning to those devices for more than anyone expected. New research from the Online Publishers Association (OPA) finds that tablet users prefer to use tablets for most activities.

by Kristina Knight

OPA.gifTablet users prefer to read - printed media, weather, entertainment, news and financial information - via tablet. They believe that about 12% of US consumers age 8 and up own or use tablets and another 11% have plans to purchase a tablet in the near future. These findings are in line with details from In-Stat.

A new forecast from In-Stat indicates that tablet shipments will outpace e-reader shipments as soon as next year. Researchers believe that the multi-functionality of tablets - the ability to surf the web, view video clips, watch television, create work documents, etc. - makes tablets more attractive to the bulk of consumers. However, for avid readers, the e-reader is expected to hold its own because these consumers want a more true reading experience. This, according to In-Stat's research, means that tablet manufacturers will have make adjustments so that their devices are multi-functional if they want to compete.

According to In-Stat:

38% of survey respondents (1,000 consumers) own a tablet
26% own an e-reader
E-reader shipments should reach 40 million by 2015
60% of tablet purchasers will look for WiFi and 3G connectivity

Back to the OPA and Frank N. Magid Associates report, which finds that most tablet users are connecting to access content and 93% use it for apps.

"79% of app downloaders paid for content in the last year, which provides a great opportunity for publishers to generate new revenue streams," said Pam Horan, President, OPA. "The study also revealed that consumers prefer content bundling and payment options to buy content through a variety of sources including direct from publishers rather than only through app retail stores."

Most tablet users, finds the report, are men (60%) or are younger (age 18-34) and earn at least $50,000 per year (43%).

Tags: In-Stat, mobile content, mobile marketing, online content, online publishing, OPA, tablets

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