Consumers are more responsive to ads on tablets than smartphones, but both devices are driving high levels of engagement with advertising and media, according to a new study by the Interactive Advertising Bureau. The research found nearly half (47%) of tablet owners and a quarter of smartphone users interact with ads on their devices at least once a week.
The study also emphasized that mobile no longer means merely “on-the-go,” with virtually all tablet and smartphone owners using their devices at home—the most common place for mobile activity. Tablets are viewed mainly as media consumption devices; smartphones are considered “mission-critical” tools that 70% won’t leave home without.
The increased content consumption via mobile is coming at the expense of traditional media, especially on tablets. Almost a quarter (24%) of tablet owners said they’re watching less TV, and 32% said they’re reading less print news or magazines. (At the same time, 14% are watching more TV, and 17% reading more print material.) For smartphones, 15% and 19% have cut back on TV viewing and print reading, respectively.
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