Telecom Lead India: 47 percent of tablet users engage
with ads on their devices more than once a week.
25 percent smartphone users interact with ads at that
same frequency.
Once these mobile device users engage with an ad, 80
percent smartphone users and 89 percent tablet users are likely to take action,
according to a study by Interactive Advertising Bureau.
Both tablet and smartphone users show an impressive
interest in mobile advertising. The key for marketers is looking at how
consumers use these devices in different ways, and tailoring brand messages and
strategies accordingly,” said Anna Bager, vice president and general manager,
Mobile Marketing Center of Excellence, IAB.
Smartphone users consider that device to be
mission-critical for their day-to-day lives. 70 percent smartphone users never leave
home without it. 70 percent said their tablets served as entertainment and
media hubs.
60 percent of surveyed participants is preferring a
smartphone to look up info on-the-go, in contrast to 22 percent who would
choose a tablet for that activity.
Tablets users consume 69 percent of print and 68 percent
video publications, while smartphone users use 9 percent of print and 8 percent
video.
Nearly one-third of mobile device owners (30 percent
smartphone users, 32 percent tablet users) said that they were likely to
respond to ads that related to their current location.
48 percent of smartphone users and 59 percent of tablet
users say that they regularly conduct local searches on their mobile devices
while at home in front of the television set.
