Study finds tablet users more open to advertising
A recent article in BizReport highlights a trend in tablet usage. According to new research from Nielsen, tablet users in the U.K. interact differently with advertising on their devices than smartphone users. Nielsen found that tablet users were more tolerant of advertising (40 percent said that advertising on their tablets was acceptable, versus 30 percent of smartphone users), more likely to click on ads, and even more likely to make purchases than people using smartphones (10 percent of tablet users said they had made purchases directly from their devices, versus 7 percent from smartphones). David Gosen, head of Nielsen’s digital strategy in Europe, noted that “more users reached for their tablet (28 percent) to look up product information for an ad they saw on TV, than their smartphone (18 percent).” He says this could mean a shift in consumer behavior that will require greater integration of online and traditional TV advertising strategies.
Read more about the Nielsen study here.
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