When it comes to screen real estate, size matters. And, within the diverse landscape that is the mobile device kingdom, tablets continue to dominate in this respect. Certainly, the introduction of tablets into the daily lives of consumers has not only reshaped the way by which individuals interact with consumable brands, but more importantly how companies can more effectively engage their audiences and drive incremental sales this holiday season. There is much to be learned in the way of mobile user behavior, and while the industry continues to navigate its way through this complex ecosystem, RadiumOne positions itself as a thought leader in helping advertisers to take advantage of first party consumer data, transforming analytics into actionable intelligence.
In a recent mobile survey, RadiumOne set out to test several key hypotheses concerning tablet use by consumers. Specifically, the survey addresses audience engagement, device utility and temporal and environmental activity. While the expected results underlying each of these topics of interest might appear intuitive, RadiumOne challenges today’s conventional understanding of tablet behavior by going to consumers directly and stress-testing these assumptions in the field.
For example, participating survey respondents indicated:
- 45.9% use tablets for primary research
- 17.5% use tablets mostly for comparison shopping
- 39.5% use tablets most often in the evening
- 70.7% use tablets primarily in a home setting, 24.2% at both home and work
- 63.2% use tablets whilst passing time, while 28.7% use them while watching television
These statistics, although not entirely unexpected, should for all intents and purposes provide data-driven justification for how users engage with their tablets. In order to make use of this data, a framework is required. The audience and demographic profile of those participants in the survey will help place this information into context quite nicely. Provided that 76.7% of the surveyors were of the ages 35-55+ and that 68.5% of the sample population were women, a clearer picture emerges from the stats and figures above. For mobile savvy advertisers, these statistics confirm user behavior by what is surely one of the most sought after mobile audiences: women with discretionary income.
As the holiday season kicks into top gear, RadiumOne recommends, based on its survey findings, that advertisers should consider doing the following to best optimize their mobile campaigns and increase sales returns.
- Tailor ad creative to a parenting audience by including in-app holiday promotions and call-to-action buttons that allow the distribution of shared content across social networks
- Leverage the power of cross-platform interaction by synchronizing ad delivery at peak viewing times for both televised and tablet content
- Offer consumers a clean and efficient way to make purchases by providing one-click-buy, add-to-cart, or quick-step checkouts, either within the ad or presented directly thereafter
Advertisers have a myriad of tools at their disposal to broaden the audience funnel and drive consumer sales on tablets. When tablet based campaigns are combined with traditional mobile smartphone and digital media buys, cross-platform targeting will be advantageous in achieving key marketing and performance objectives, especially as holiday shopping continues to heat up.
RadiumOne 