New medium scores over TV and phones.
New data from Nielsen suggests that the tablet is emerging as a more effective and accepted channel for advertising than both the TV and the smartphone.
Its latest UK Connected Devices report said more UK users agree that ‘advertising is acceptable’ on their tablet (40 per cent) than on their smartphone (30 per cent).
They also remember ads better on their tablet, with 48 per cent recalling seeing an ad on their tablet ‘about once a day’ or more often, compared to just 37 per cent on their phone.
Meanwhile ten per cent made a direct purchase through their tablet, compared to seven per cent on their phone. And more users reached for their tablet (28 per cent) to look up product information for an ad they saw on TV, than their smartphone (18 per cent).
However, David Gosen, head of Nielsen’s digital strategy in Europe, did sound a note of caution in relation to the use of tablets as complementary TV devices.
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He said: “Tablets are driving an increase in ‘dual screening’. This is both good and bad for advertisers.
“Consumers are unfortunately more distracted during TV ad breaks, with 64 per cent 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. Understanding how consumer behaviour is evolving is the key to success.”
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