Tablet users are highly receptive to ads, with 47% reporting that they engage with ads on their devices more than once a week. By contrast, an average 25% of smartphone users interact with ads at that same frequency, according to [pdf] a survey commissioned by the IAB and conducted by ABI Research released in July.
Fully 24% of tablet owners respond to ads once or more a day, versus 11% of smartphone owners, according to the report, “Mobile’s Role in the Consumer’s Media Day.” And while 47% of smartphone users claim they never interact with ads on the devices, just 23% of tablet users say the same.
Tablet Ad Interactions Lead to Purchases for Almost 1 in 2
Once these mobile users engage with ads, 80% smartphone users take some action, as do 89% of tablet users. But while 46% of tablet owners make a purchase, just 18% of smartphone users do the same.
Of the 5 leading actions smartphone users who interact with ads report having taken, investigating a product or service leads, at 38%, while 37% received a coupon, 30% visited a business, 28% signed up to receive text alerts, and 27% viewed a video. Making a purchase was eighth on the list. By contrast, among the leading actions for tablet owners who interact with ads, making a purchase was third on the list. Overall, after interacting with an ad, 51% received a coupon, 49% investigated a product or service, 46% made a purchase, 43% viewed a video, and 39% signed up for an email newsletter.
Ad Receptiveness Varies By Activity, Location
Asked to rank ad receptiveness by location, both smartphone and tablet users ranked “at home – leisure time” first, and “on public transportation” second, two situations in which they were fairly relaxed. Tablet owners rated “while out shopping” and “at home doing chores” as third and fourth, while smartphone users ranked them fourth and third, respectively. Both users were at their most distracted and least receptive while telecommuting, at work, in their cars, or in other locations.
Male Tablet Owners Respond And Spend More
Further data from the IAB and ABI Research report indicates that men and women respond differently to ads. 26% of smartphone-owning women respond to ads on their devices weekly or more frequently, while 42% of tablet-owning women do so on tablets at that same frequency. Men skew slightly lower on smartphones, with 24% responding to ads weekly or more frequently, but, are significantly more likely to respond to a tablet ad, with 50% doing so once a week or more.
July data from Prosper Mobile Insights also finds a gender gap in what mobile users are looking for in ads: female smartphone and tablet owners are more likely than male device owners to pay attention to an ad if it is relevant (35.7% vs. 31.3%), looks funny (32.7% vs. 23.8%), or has animations that catch their eye (25.1% vs. 22.5%). Men are more likely to be pay attention to ads that contain video (13.1% vs. 9.9%).
Meanwhile, according to the IAB report, in terms of how they buy on their devices, women are more likely to seek a bargain (69% versus 53% of men), while men are more willing to pay more for high-quality products (37% versus 22% of women).
About The Data: The IAB commissioned ABI Research to conduct the survey behind the “Mobile’s Role in the Consumer’s Media Day” report. For this survey, the sample was balanced at 50% males and 50% females in the US, and aimed for the following typical census age groups: 18-29, 30-39, 40-49, 50-64, and 65+. ABI Research surveyed 552 US consumers who use a smartphone at least once a week and use a data service, and 563 US tablet users who also are on their devices at least once a week and utilize data service too.