Thu Oct, 2011 by Derek Mehraban
11% of American adults now own a tablet. Three quarters of them use the tablet everyday and more than half of all tablet owners use them as a news delivery vehicle. The tablet, is beginning to supplant PCs and print media. Pew Research has even learned that many tablet owners consume more news on their tablet than they did before they had the tablets.
Tablets offer advertisers something the PC does not. PCs offer more distractions whereas the tablet user is more focused on that single purpose. The ads being displayed on that page are then more likely to gain the user’s attention than if the ads were on a PC’s page.
This optimal situation for the digital marketing agency will continue as the gap between PC and tablet sales continues to lessen. Amazon’s Fire will begin shipping in a few weeks, and its substantially lower price point will boost expected tablet sales for this holiday season. As of September 2011 48% of all tablet owners have made a purchase on it, and that number will increase as more and more retailers produce tablet optimized sites.
One of the potential drawbacks for the digital agency with the tablet is the web browser vs app. If many people use apps to view their news, then the digital agency has to do make effort to get its ads seen. Many apps do not use the traditional mobile ad servers and some apps do not even offer advertising. The surprising news, however, is that 40% of tablet users use their web browser for news reading. 21% use an app. While the tablet could possibly short-circuit the digital agency’s efforts, that fear does not appear to be happening.