In the UK, ads are more effective on tablets than on smartphones

by Doug Drinkwater

February 9 2012

A new report from Nielsen has found that tablet ads are more memorable and more likely to generate sales.

The research group's UK Connected Devices study found that 40% of tablet owners and 30% of smartphone users agreed that “advertising is acceptable “on their devices, with 48% of tablet owners seeing an ad on their device once a day. This figure fell slightly to 37% when the same question was asked to smartphone users.

One in five tablet owners said that they clicked on an advert in the past three months, with 10% revealing that they made a direct purchase from an advert. This purchase penetration dropped to 7% among smartphone users.

David Gosen leads Nielsen’s digital strategy for Europe, and said that tablets are changing how consumers consume media, offering new opportunities to mobile advertisers.

“For example, more users reached for their tablet (28%) to look up product information after an ad they saw on TV than their smartphone (18%).” Gosen did, however, mention that the rise of tablets and ‘dual-screening’ is presenting new challenges for advertisers.

“Consumers are unfortunately more distracted during TV ad breaks, with 64% simultaneously using a tablet while watching TV at least ‘several times a week. But intelligent, integrated campaigns with TV, app and search elements can deliver a powerful, cohesive brand message like never before.”

Nielsen questioned 1,762 device users of smartphones, tablets and other internet-connected devices for the study.

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