IAB research will interest consultants looking to secure shares
Smartphones and tablets are increasingly becoming the niche market devices for consumers lives and habits
Smartphones and tablets are here to stay, says IAB
Monday, December 12th 2011 by Kate Billinghurst
New research from the Internet Advertising Bureau will certainly be of interest to internet marketing consultants and many other individuals looking to secure a share of the online advertising market.
Research from the IAB has shown that tablets and smartphones are increasingly carving themselves a niche market when it comes to consumers lives and online browsing habits.
The study, carried out by research agency Sparkler, revealed that consumers feel that extensive developments in tablet devices and smartphones have made them into an essential everyday tool. The research mapped out the usage of laptops, smartphones and tablets.
In consumers day to day lives, mobile browsing took the hot spot with the morning commute but it then dipped during mid-afternoon when computers and laptops became top dog. Tablet usage then began to surge in the evening with half of tablet interactions taking place in between 7pm and 12pm.
Tablet usage shot up massively during the weekends with 25 per cent of respondents using their device during weekend downtime while 49 per cent suggested that the tablet is the device that best allows them to stay entertained.
The IAB’s senior mobile manger, Alex Kozloff, said: 1CThis study has proven how tablets are a device that have found a place amongst the suite of devices today’s consumers own. It proves that tablets are neither phone nor PC but have carved out a unique position as a downtime device and the go to for entertainment during weekends and evenings.
Despite the statistics, consumers told researchers that despite tablet advancements, a role still definitely remained for smartphones, desktops and laptops.
The research was entirely conducted via mobile platforms with respondents being asked to check in via a page on the mobile internet every time they used the internet or an app on a tablet device, a smartphone or a PC over a weekday and weekend day.
Mr Kozloff added: “This research indicates a bright future for tablets in the UK.”
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