Looks like the Europeans are spending more time on their Ipads then working on their financial crisis....but in all seriousness....
A recent article highlighted that tablet usage has now surpassed TV consumption in Europe. In the U.K., 35% of tablet users regularly watch on-demand content, 40% view streamed content, and 39% are watching TV on their tablet instead of on a television set. Interestingly enough, mobile phones supplement TV consumption as 19% of users say they watch more TV on a TV set as a result of their mobile usage.
This change in viewing behavior is sure to peak the interest of advertisers who were solely focused on TV and other above the line advertising, as opposed to digital integration. Advertisers may now need to consider tablet applications for their individual brands to keep customers engaged while they are traveling (and have access to a tablet, rather than a television) or even while at home.
The study highlighted that Tablet users are bigger spenders than smartphone users, or at least more likely to spend. Across Europe, more than 60% of tablet users have made at least one m-commerce transaction, compared to just 47% of mobile users in the survey. Overall, tablet users are 50% more likely to make a purchase than mobile users.
Advertisers should continue to consider the message they translate between mobile and tablet marketing to consistently keep customers interacting with their website or social media platform. Essentially one cannot discount either mobile or tablet marketing (if currently doing ATLa dvertising) as it seems this recent trend indicates customers use different channels for different purposes.
http://adage.com/article/global-news/europe-tablets-replace-tv-viewing-smartphones/231296/
No comments:
Post a Comment