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Mojiva Releases Tablet Study
Posted: 10-Apr-2013 [Source: Mojiva]

[Some interesting tablet demographics were collected from this random survey of tablet users. 84% show a shift in tasks from PC to tablet.]

New York -- Mojiva, the premium mobile ad network that reaches more monthly mobile devices than any other network, today released its "Tablets Rule" research report, an in-depth study of U.S. consumers' behaviors and interactions with advertising on tablet devices. The report showcases how brand advertisers are increasingly centering all of their other forms of advertising around tablets, thus increasing metrics related to consumer engagement, click-through rates, video plays, social influence and mobile commerce.

A major finding consistent throughout the report is that consumers are becoming more comfortable using tablet devices to perform tasks previously conducted on their desktop and laptop computers, including sensitive financial information. This trend is in line with a recent report from Gartner Research, revealing the traditional PC market of notebooks and desktops is expected to see a 7.6 percent sales decline in 2013 to 315 million units.

"Tablet device growth and time spent with these devices have been on a rapid incline worldwide for several quarters," said David Gwozdz, CEO, Mojiva Inc. "It was only a matter of time before the consumer base reached a critical mass point, where they are now relying on tablets to perform necessary utility functions previously conducted on their desktop/laptop computers, in addition to enjoying the amazing entertainment qualities afforded by these lightweight, interactive devices. As a result, tablet advertising is fast moving away from being perceived as an optional medium, and instead proving to be a valuable tool in delivering ROI and revenue to brand advertisers."

The major findings of the "Tablets Rule" report include:

Smartphone ownership among tablet owners occurs at a much higher rate than the national average for U.S. adults. 85 percent of all surveyed respondents indicated ownership of a smartphone.

Tablets are traveling outside the home on a daily basis. Research indicates that tablet use is the highest in the mornings and evenings when consumers tend to be at home. 40 percent of all respondents take their tablet with them when they leave home at least 50 percent of the time.

Consumers are spending a considerable amount of time using their tablets every day. 53 percent of all respondents indicated spending a minimum of one hour using their tablet every day, while close to half of that group (23 percent) indicated spending two hours or more every day engaged with their tablet.

Past research has cited security concerns as a reason why consumers were previously hesitant to use mobile devices, like tablets, to perform tasks requiring sensitive financial information. The Mojiva survey results show this concern appears to have been eschewed. 84 percent of all respondents indicated they are now comfortable using their tablet for tasks previously performed on their laptop/desktop, including tasks requiring sensitive financial information.

Consumers prefer to use their tablets to perform certain activities they wouldn't perform on their mobile phone. Watching video/TV and reading topped these tasks in all demographic segments, 63 percent and 48 percent, respectively. 45 percent of all respondents indicated they would use their tablet to make a retail purchase, as opposed to their mobile phone.

Tablet ad format plays a role in a consumer's likelihood to tap or respond to a tablet ad. The majority of all respondents – 56 percent – indicated they were most likely to click on a banner ad. 18-24 year olds and Hispanics indicated the highest likelihood to respond to tablet banner ads over other ad formats, at 63 percent and 71 percent, respectively.

Consumers indicated they are most likely to respond to certain types of tablet ad content. All respondents indicated the tablet ad content types they are most likely to respond to are discounts (33 percent), rich media/interactive and video (32 percent), content connected to social media (31 percent), and new product information (30 percent).

Tablet ad content category is also a defining factor in a consumer's likelihood to respond to a tablet ad. The tablet ad content categories that tablet owners overall are most likely to respond to are: food/restaurants (49 percent), apparel (37 percent), leisure activities/events (31 percent), and beauty (29 percent).

The "Tablets Rule" study was fielded from January 27 - 28, 2013, and targeted U.S. tablet owners between the ages of 18 years or older who own at least one tablet device. The study garnered 1000 completes from a random sample of consumers, with a gender breakdown of 639 female and 361 male respondents. The full "Tablets Rule" report can be downloaded from Mojiva's Research Portal.

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