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Study: One in three tablet users buy a product after seeing a tablet ad

by Doug Drinkwater

June 21 2012

Tablet advertising is on the rise, according to a new study from the OPA
Tablet advertising is on the rise, according to a new study from the OPA

The Online Publishing Association (OPA) has released an interesting new study which details a significant gain for tablet app spending, a boost for tablet advertising, and how tablet ownership looks set to engulf almost half of U.S internet users.

The firm’s “A Portrait of Today’s Tablet User” claims that tablet app spending will jump up from $1.4 billion in 2011 to a mega $2.6 billion this year, and states that paid-for apps have accounted for a considerable 23% of all downloaded tablet apps over the last year.

And while that is good news for developers looking to monetize their products, there was also some exciting news for tablet advertisers, with OPA indicating that 38% of tablet users have made a purchase on the back of seeing a tablet ad.

Indeed, the firm reports that 29% of tablet users felt compelled to research products after seeing a related tablet ad, with another 23% admitting to clicking on a tablet ad.

OPA’s report, which was also worked on by Frank N Magid Associates, goes onto tackle general tablet usage and reveals that around of 31% of US internet users (74 million) currently own a tablet, but expects this figure to jump up to 47% (117 million) by Q2 of 2013.

The firm's report also indicates that tablet users spend an average of 13.9 hours each week with their tablets, with 74% using their tablet on a daily basis, and says that 61% of slate owners have spent money buying eBooks, magazines or video for their tablet.

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