A study on consumer response to ads on both tablets and eReaders shows that tablet ads attract more attention
Which device do you think would engagement and attract consumers more with advertisements, tablets or eReaders?
New findings from GfK MRI Starch Advertising Research show that tablets are more successful with their advertising efforts than tablets.
The survey included “approximately 7,000 users of magazine apps on tablets and eReaders between May and July 2011”, according to a press release from GfK MRI.
According to the findings, 55% of consumers saw or read an ad while using their tablet device (the data referred to this as “noted”). On eReaders, 41% of users reported noting an ad.
In 2010, Starch researched the engagement of hard copy print magazines in the same manner and found that 53% noted ads in print magazines. Therefore, currently it seems that tablets ads receive more attention than both eReader ads and ads found in print magazines.
All advertisers want their audiences to be engaged with their content. According to the data, 26% of those who were exposed to ads on their tablet “had a more favorable opinion of the advertiser after viewing the ad.” For eReaders, 19% responded in the same manner. Furthermore, 21% of tablet users that noted ads placed more attention on finding more information about the product or service, compared to 15% for eReader users.
Although the tablet seems to be more effective in getting ads noticed, an equal percentage of users on eReaders and tablets (22%) reported considering a purchase after being exposed to an ad.
Tablet advertisements are more interactive, according to the study. For those tablet users who noted an advertisement, 23% reported accessing a website in the ad. Less than 1% of eReader users did the same.
Additionally, 9% of tablet owners reported viewing multiple pages of advertising content. Again, less than 1% of eReader users reported the same.
Finally, 8% of tablet users watched a video or commercial associated with the ad. Less than 1% of eReader users did the same.
These findings on interaction are low for eReader usage probably because of the less interactive qualities on the devices themselves. With fewer bells and whistles, it’s harder to drum up the same type of engagement found on tablet devices.
In conclusion, it appears the tablet is ahead of eReaders, and maybe even print magazines, when it comes to the attention, interaction and engagement found through its advertisements.