Everyday a new App arrives for our smart phones. Meanwhile, consumers are buying tablets at an increasing pace. Brand Marketers need to understand how each device is used so they can provide the most effective messaging for each device. We also need to dive deeper to find how Moms use them to research purchasing decisions. Below is another insightful article from Adweek on the trends:
Per Adweek: Data Points: How We Use Our Mobiles
Smartphones get around, but tablets are most likely to come out in the living room or the bedroom. By Lucia Moses
Context is everything. Some mobile habits overlap, but there are significant differences in how consumers use their tablets and smartphones which marketers need to understand to effectively use the devices. Like portable personal assistants, smartphones accompany us everywhere. They tend to be used primarily for task-related activities, like sending email, going online and sending text messages, so text message and shorter ads have been successful in this environment. Tablets, meanwhile, are most likely to be taken out at home and used for long-term media consumption, so users may be more tolerant of longer ads as long as they don’t get in the way of their media experience.
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http://www.adweek.com/news/advertising-branding/data-points-how-we-use-our-mobiles-139448
Great information, Suzanna. Your point about context is on the mark.
An interesting question to consider is the economic value of marketing to consumers in their homes through tablets relative to the use of other mechanisms. If, after setting socioeconomic characteristics equal, a higher percentage of tablet users responds favorably to the same pitch, that outcome could provide important insight to marketers. Even if a smaller share respond favorably, the marginal benefiit of advertising on tablets vs. other media could still make it worthwhile for advertisers to allocate a greater percentage of their budgets to tablet-based marketing.