Data from Kantar Media reveals that nearly one-quarter of the GB population (23 per cent) has access to four screens at home (TV, computer, smartphone and tablet) compared to only 11 per cent six months ago. As the range of media devices in the home grows, consumers are selecting their device according to the occasion. Tablets are often shared within the household. Seven in ten of those with access to a tablet said these devices are shared by two or more adults in the household and 79 per cent of tablet users with children said their best tablet under 300 offspring also use them. This means the potential reach for advertisers and retailers on tablets is even greater than unit sales suggest. It also raises implications for targeting ¨C brands should be aware that they may be reaching a very broad audience on tablets, which presents both challenges and opportunities. Consumers use tablets more often at home than when out and about. Just 7 per cent of those with a tablet at home say they use it out-of-home on a daily basis, compared with 49 per X8 Android cent who claim to use the device at home every day. In contrast, smartphones are used when on the go. 53 per cent of smartphone users claim to have used their device to search for information on a product or service whilst in-store, compared with only 26 per cent of tablet users. Qualitative findings from futurePROOF explain that mobile phone users prefer to use their device for purchasing low cost digital content where it is more convenient to use a phone. Activities include buying music, train tickets and time-critical eBay bidding. Kantar Media¡¯s futurePROOF study reveals both smartphones and tablets are popular for searching for information on products or services ¨C 70 per cent of users claim to have done this on either device. Tablet users are more likely to say they have purchased products on their device (55 per cent) than smartphone users on their phones (41 per cent).
Комментарии: