Ads Perform Better on Tablets Than E-Readers
The tablet market is picking up steam. So much steam that it's outperforming its stiffest competition, the e-reader. According to a new study from GfK MRI, tablets are a more effective ad platform for magazine brands. However, it might be too early to project this as a long-term trend.
The survey polled 7,000 magazine app users and was conducted from May to July. Fifty-five percent of tablet users said they took notice of an ad displayed within an app. Of that 55 percent, 26 percent said they had a more favorable perception of the advertiser than before. In comparison, 41 percent of e-reader users said they noticed ads on the device, with 19 percent of that 41 percent coming away with a more favorable perception of the advertiser.
Meanwhile, 21 percent of tablet readers who noted an ad looked for additional information after seeing the ad, compared to 15 percent of e-readers. Twenty-two percent of both tablet and e-reader users said they would consider buying the advertised product after viewing the ad.
What sets tablet users apart from e-reader users is their response to advertising. Twenty-three percent of the tablet users that noted the ad said they went to the website featured in the ad; 9 percent viewed multiple pages of ad content; and 8 percent engaged the advertiser by watching a video or commercial. Less than 1 percent of e-reader users did the same for all three categories.