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BizReport : Mobile Marketing : August 14, 2015

RealityMine highlights differences in smartphone, tablet use

A new survey from RealityMine reveals that differences in uses of smartphones and tablets, giving marketers an idea of when consumers are most engaged or most distracted.

by Helen Leggatt

Marketing research technology firm RealityMine surveyed 2,066 adults in the U.S. to determine which mobile devices they used for certain activities.

Unsurprisingly, smartphones were used primarily for communication, particularly social media, as well as task-oriented activities. Smartphones were used mainly outside the home, and when users were most distracted. The peak time for smartphone use was midday, which was also the peak time users were distracted.

Research in the U.K. by adsquare has pointed to commuter journeys to be prime times for consumer engagement via smartphone. In the UK. the average daily commute takes about 57 minutes and commuters spend 44% of that time engaged with their mobile devices. This gives advertisers a window of opportunity to encourage brand interaction and engagement.

Tablets, on the other hand, were used primarily for entertainment due to their larger screens and their use while relaxing at home, found RealityMine. Consumers were found to use their tablet at home 78% of the time, while their smartphone was used 55% of the time. Furthermore, 41% of consumers reported feeling content while using their tablet, and 18% said they were in a more relaxed state, which makes sense since use takes place at home and for entertainment. The most common activities carried out while using a tablet were "relaxing" (30%) and "drinking" (7%).

Image via Shutterstock

Tags: consumer trends, marketing, mobile

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