the media evolution:from computers to pcs to tablets
DESCRIPTION
TRANSCRIPT
12014: ARE TABLETS TAKING OVER?
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
Contents
Introduction 3
Objectives & Methodology 4
Major Findings 5
Demographics 6
Survey 7
Conclusion 20
About Adroit Digital 21
Contact Us 21
2014: ARe tABLets tAKInG oVeR?adroitdigital.com
32014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
3
IntRoduCtIon
In April of 2010, Apple introduced a new product called the iPad. While it wasn’t the first tablet computer, it was the first of its kind. The market at large hadn’t seen a consumer friendly, easily portable and highly styled tablet device, until the unveiling of the iPad. Once the first iPads made their way into early adopters’ hands and homes, there has been no looking back. Tablets are being adopted at a rate far outpacing any other new technology device in the last century. It took Alexander Graham Bell’s telephone nearly 40 years to reach more than 10 percent of people in the US, but it has taken smartphones fewer than five years to do the same. And tablets are on track to rise in the US market even faster than smartphones.*
For the first time, a third, 34% of American adults ages 18 and older, own a tablet. † Forrester research expects this number to grow to 60% of North American online consumers by 2017. They estimate over one in eight people globally will have a tablet, that’s 905 million devices.††
As tablets continue to fly off the shelves and into consumers’ hands, brands have an increased opportunity to get in front of their target audiences. It’s been shown an additional screen doesn’t cannibalize existing media consumption; it increases it.
Tablets are changing the way Americans consume content, and subsequently, changing the way consumers interact with brands and advertising. To take full advantage of tablets as a channel, brand advertisers need to refine their messaging to maximize the unique environment they provide. In addition, they will need to discover how consumers want to be engaged while using their tablet in the omni-channel, multi-screen universe.
Many traditional advertising channels are migrating to or integrating with tablets. Magazines and newspapers are turning to digital formats, with exclusive digital content and functionality for tablets. An increasing amount of broadcast & cable TV content is becoming available through tablet applications.
As advertisers evaluate campaign tactics, tablets can’t be viewed as shrunken down PCs or overgrown smartphones. They provide a unique function in everyday consumer life. To be effective, some advertising tactics will need to change to address this. It will require a retooling of creative, messaging, and a rethinking of performance indicators, specifically focused around tablets. These incredible devices are helping to change the face of advertising and how consumers interact with brands. Are brand advertisers prepared to keep up?
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
oBjeCtIVes & MethodoLoGy
To gain insight into the behavior of tablet users, Adroit Digital conducted a study to measure the behaviors and attitudes of consumers with regard to tablet use and their interaction with digital advertising on their tablet. The purpose of the study was to understand how consumers use tablets, and to assist brand advertisers in evaluating their tablet advertising plans for 2014.
The study was fielded from November 20 – November 22, 2013. The survey targeted a random sample of US and Canadian consumers who self-identified as, 18 years of age or older, who own a tablet and a laptop/desktop computer. The study garnered 1,000 completes.
42014: ARe tABLets tAKInG oVeR?adroitdigital.com
52014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
MAjoR FIndInGs
• Consumerswouldreplacetheirlaptopsanddesktopswithatablet.55%ofallrespondents in our survey indicated they would consider purchasing a tablet as a replacement for their personal laptop/desktop. Men indicated a higher consideration rate for replacing their personal laptop/desktop with a tablet than women, 60% and 50% respectively.
• Consumerhouseholdshavebecomemulti-tablethomes.43%ofallrespondentsindicated they have two or more tablets in their home. 17% of respondents age 45-54 indicated having three or more tablets in their household. While only 10% of respondents age 18-24 indicated the same.
• Womenareleadingthechargefortabletmediaconsumption.24%ofwomensurveyed indicated they spend two hours or more with their tablet every day, compared to 15% of men in our study. 54% of all respondents indicated they use their tablet at least one hour every day. Some consumers are even more dedicated to their tablet time. 19% of all respondents indicated they use their tablet more than two hours every day.
• Advertisersrunningtabletcampaignsshouldconsiderconcentratingontheevening hours. 39% of all respondents indicated the time of day they use their tablet the most is 7pm-12am. 44% of female respondents indicated this to be the time they use their tablet the most. 49% of all respondents age 35-44 indicated the same.
• Consumersareshiftingtasksformallydoneontheirlaptoptotheirtablet.52%ofall respondents now use their tablet to watch TV/video, both recorded and live, as opposed to their laptop/desktop. 50% indicated using their tablet to look up product information and 49% indicated using their tablet to research products and services, as opposed to their laptop/desktop.
• Consumersaremoreapttorespondtoatabletadthanalaptopad.56%ofallrespondents indicated they were very or somewhat likely to engage with a tablet ad, as opposed to a laptop/desktop ad.
• Men,morethanwomen,makeimpulsepurchasesontheirtablet.Menareoveroneand a half times more likely to make an impulse purchase on their tablet, as opposed to their laptop/desktop, compared to women, 53% and 29% respectively.
• Consumersareturningtotheirtablettomakepurchases.55%ofallrespondentsindicated they are more likely to use their tablet, as opposed to their laptop/desktop, to make a purchase or seek additional information about an item they have seen advertised on TV or in a magazine.
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
62014: ARe tABLets tAKInG oVeR?adroitdigital.com
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
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Mak
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Look
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uct i
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Read
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oks/
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70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
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Ente
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auto
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Appar
el/s
hoes
/acc
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nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
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soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
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Mak
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se o
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brow
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/vid
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gem
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Look
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uct i
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mat
ion
Read
new
s/bo
oks/
mag
azin
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70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
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Auto/
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50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
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Cont
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al m
edia
Inte
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vide
o
Cont
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elev
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o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
GendeR AGe
deMoGRAphICs
Men ARe MoRe LIKeLy to IMpuLse puRChAse on tABLets thAn woMen.
Base: n=1,000 Sums may not equal 100 due to rounding
72014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
Base: n=1,000 Sums may not equal 100 due to rounding
how MAny totAL tABLets do you hAVe In youR househoLd?
43% of all respondents indicated they have two or more tablets in their home. The majority of this group, 31%, indicated having two tablets in their household. 12% indicated having three of more.
Evaluating household tablet ownership by age group, there is a marked difference between the youngest respondents and the oldest respondents. 17% of respondents age 45-54 indicated having three or more tablets in their household. While only 10% of respondents age 18-24 indicated having three or more tablets in their household.
one tABLet, two tABLets, thRee tABLets, FouR
wouLd you ConsIdeR puRChAsInG A tABLet As A RepLACeMent FoR youR peRsonAL LAptop/desKtop?
Is it possible the computer for home and personal use will go the way of the Betamax or other once disruptive devices?
55% of all respondents in our survey indicated they would consider purchasing a tablet as a replacement for their personal laptop/desktop.
It appears men are more likely than women to move to a tablet as a replacement for their personal laptop/desktop. Men indicated a higher consideration rate for replacing their personal laptop/desktop with a tablet than women, 60% and 50% respectively.
While still close to half, 47% of all respondents age 45-54 indicated the lowest consideration for purchasing a tablet as a replacement for their personal laptop/desktop.
BetAMAX, wALKMAn, 8-tRACK tApe, AtARI, LAptops?
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
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Leis
ure
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ities
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lth &
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ider
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irits
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ts/s
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s
Insu
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Auto/
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Appar
el/s
hoes
/acc
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e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
when LeAVInG hoMe eVeRy dAy, whAt peRCentAGe oF the tIMe do you tAKe youR tABLet wIth you?
Today’s consumers are on the move and so are their tablets.
94% of all respondents indicated they take their tablet with them when they leave home every day.
Over one-third of all respondents, 39%, indicated they take their tablet with them 50% or more of the time when they leave home. Of this group, 18% take their tablet with them 75% or more of the time.
tABLets ARe on-the-Go
82014: ARe tABLets tAKInG oVeR?adroitdigital.com
Base: n=1,000 Sums may not equal 100 due to rounding
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
how MAny MInutes A dAy do you use youR tABLet?
In today’s world, people are moving double-time to try to keep pace with their busy lives. Despite this, consumers seem to have time to devote to their tablet every day.
Over half, 54% of all respondents, indicated they use their tablet at least one hour every day. Some consumers are even more dedicated to their tablet time. 19% of all respondents indicated they use their tablet more than two hours every day.
Women spend more time using their tablet than men. Almost half, 49% of all male respondents, indicated they use their tablet at least one hour every day. This figure increases to 61% of all female respondents. 24% of women indicated they spend two hours or more with their tablet daily, compared to 15% of men.
Older respondents indicated the highest level of engagement with every day tablet use. 64% of respondents age 45-54 and 58% of respondents age 55 and over, indicated they use their tablet more than two hours every day.
It’s tABLet tIMe
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
92014: ARE TABLETS TAKING OVER?
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
92014: ARe tABLets tAKInG oVeR?adroitdigital.com
whAt tIMe oF dAy do you use youR tABLet the Most?
From early risers to night owls, people are using their tablet all throughout the day. 61% of all respondents indicated their tablet use is spread throughout the day, from midnight to 7 p.m., but after 7 p.m. appears to be the sweet spot for tablet users.
39% of all respondents indicated the time of day they use their tablet the most is 7 p.m.-12 a.m. For consumers, this is the time of day to unwind and catch up from their busy day.
Our survey suggests two prime audiences advertisers should target tablet ads toward during this time, women and adults age 35-44. 44% of female respondents indicated 7 p.m.-12 a.m. to be the time they use their tablet the most. Even more respondents age 35-44 indicated the same, 49%.
MoRnInG, noon oR nIGht?
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
Base: n=1,000 Sums may not equal 100 due to rounding
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
who, whAt, wheRe, when?
wheRe do you use youR tABLet the Most?
Our survey has answered many of these questions. The remaining question to be answered is where do consumers use their tablets the most.
For 83% of all respondents, the answer is at home.
When asked where they use their tablet the most, close to half, 49%, indicated a common area in their home, living room/family room/kitchen, to be the place they use their tablet the most. An additional 34% indicated the area they use their tablet the most, is a private area of their home, i.e., bedroom.
17% off all respondents indicated the place they use their tablet the most is out of the home: 10% indicated at work, and the other 7% out of the home, but not at work.
The oldest respondents, those age 55 and over, are most likely to spend the majority of their tablet use time in a common area of the home. Whereas the youngest respondents, are least likely to use their tablet in a common area, 65% and 35% respectively.
102014: ARe tABLets tAKInG oVeR?adroitdigital.com
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
112014: ARE TABLETS TAKING OVER?
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
tABLets ARe used Most In the CoMMon AReAs oF the hoMe.
112014: ARe tABLets tAKInG oVeR?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
tABLet Vs. LAptop
when BRowsInG, ReAdInG, shoppInG, oR LIstenInG to MusIC, whAt peRCentAGe oF the tIMe do you use youR tABLet CoMpARed to youR LAptop/desKtop?
With multiple devices to choose from, which device do consumers see as their go-to device for web browsing, reading, shopping or listening to music?
19% of all respondents use their tablet as their go-to device a majority of the time. This group indicated using their tablet 50% or more of the time when browsing, reading, shopping or listening to music. Close to one-third of all respondents, 32%, use their tablet 25% or more of the time, compared to their laptop/desktop.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
122014: ARe tABLets tAKInG oVeR?
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
132014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
132014: ARe tABLets tAKInG oVeR?adroitdigital.com
out wIth the oLd, In wIth the new
whICh ACtIVItIes do you use youR tABLet FoR thAt you used to peRFoRM on A LAptop/desKtop?
As technology advances and new devices continue to be introduced, all things being equal, a new device will displace an older one. This can be seen in our survey. Consumers are now performing tasks on their tablets, which they used to depend on their laptop/desktop to perform.
Our respondents indicated a significant shift in behavior in association with certain tasks, which they used to perform on their laptop/desktop. 52% of all respondents now use their tablet to watch TV/video, both recorded and live, as opposed to their laptop/desktop. 50% indicated using their tablet to look up product information and 49% indicated using their tablet to research products and services.
Advertisers prospecting the 25-44 year old audience for product discovery and research should be looking to tablets for advertising. Over half of all respondents in this age range indicated they now use their tablet more than their laptop/desktop to look up product information and to research products and services.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%En
tert
ainm
ent/
gam
ing
Phar
mac
eutic
al
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
142014: ARE TABLETS TAKING OVER?
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
Ads MoRe LIKeLy enGAGed on tABLets
ARe you MoRe LIKeLy to Respond to An AdVeRtIseMent on youR tABLet, CoMpARed to youR LAptop/desKtop?
When planning a campaign strategy, advertisers should carefully weigh which medium will garner the greatest campaign engagement rate against their performance goals.
When asked if they were more likely to respond to an ad on their tablet, compared to their desktop, the majority, 56%, indicated they were very or somewhat likely to engage with a tablet ad, as opposed to a laptop/desktop ad. Of this group, 19% indicated they were very likely to respond to a tablet ad, as opposed to a laptop/desktop ad.
Men are more apt to be very likely or somewhat likely to respond to a tablet ad, as opposed to a laptop/desktop ad than women, 60% and 51% respectively.
60% of respondents age 25-34, more than any other age group, indicated the highest response rate to be very or somewhat likely to respond to a tablet ad, as opposed to a laptop/desktop ad.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%Tr
avel
Food
/res
taur
ants
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%35
- 4
4 5
2%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%W
OM
EN 4
4%35
- 4
4 4
9%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
to Buy oR not to Buy
ARe you MoRe LIKeLy to MAKe An IMpuLse oR unpLAnned puRChAse FRoM youR tABLet, As opposed to youR LAptop/desKtop?
Retailers should take note, tablet shoppers may be easier to drive to an unplanned or impulse purchase.
42% of all respondents indicated they are more likely to make an impulse or unplanned purchase when using their tablet, as opposed to their laptop/desktop.
Men appear to be bigger impulse tablet shoppers than women. Men are over one and a half times more likely to make an impulse tablet purchase, compared to a laptop/desktop, than women, 53% and 29% respectively.
Respondents age 25-34, indicated the highest likelihood to make an impulse tablet purchase, 56%. Those age 55 and over, indicated the least likelihood at 14%.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%4
0%Less than10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
152014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
how MuCh Is too MuCh?
when MAKInG A puRChAse usInG youR tABLet, whAt AMount ARe you CoMFoRtABLe spendInG?
When it comes to making a tablet purchase, are people spending big or hardly spending? It appears from our survey results, both are true.
26% of all respondents indicated they are comfortable spending $100 or more when making a tablet purchase.
An almost equal amount of respondents, 28%, indicated they are comfortable with a maximum tablet purchase amount of less than $25.
Those who indicated comfort with the largest tablet purchase amount, were respondents age 35-44. 35% of this group indicated comfort with a tablet purchase amount of $100 or more.
152014: ARe tABLets tAKInG oVeR?adroitdigital.com
Base: n=1,000 Sums may not equal 100 due to rounding
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
tABLet shoppeRs spendInG BIG oR hARdLy spendInG?
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
Base: n=1,000
162014: ARe tABLets tAKInG oVeR?adroitdigital.com
tABLet Ads thAt woRK
whAt tABLet AdVeRtIseR CAteGoRy ARe you Most LIKeLy to Respond to on youR tABLet?
When asked which advertiser category consumers are mostly likely to respond to on their tablet, Food, Fashion, and Entertainment topped the list.
Of all respondents, 44% indicated ads related to Food/Restaurants are the ads they are most likely to respond to from their tablet. Entertainment/Gaming also proved a popular category for tablet advertising engagement, 41%. Apparel/Shoes/Accessories completed the top three categories for likelihood of tablet ad engagement, 32%.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
172014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
to tABLet oR not to tABLet
ARe you MoRe LIKeLy to InteRACt wIth AdVeRtIsInG on youR tABLet, As opposed to youR LAptop/desKtop?
Are tablets the most effective place to advertise for consumer engagement? It seems the audience is split.
45% of all respondents indicated they are more likely to interact with tablet advertising, as opposed to laptop/desktop advertising.
Men are more likely than women to interact with tablet advertising, as opposed to laptop/desktop advertising. Of our respondents, 51% of male respondents, compared to 38% of female respondents, indicated they are more likely to engage with tablet advertising, than laptop/desktop advertising.
The group most likely to interact with tablet advertising, as opposed to laptop/desktop advertising, is young adults 18-24, 55%.
younGeR AduLts ARe MoRe LIKeLy to InteRACt wIth tABLet AdVeRtIsInG.
172014: ARe tABLets tAKInG oVeR?adroitdigital.com
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
Base: n=1,000 Sums may not equal 100 due to rounding
Base: n=1,000 Sums may not equal 100 due to rounding
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
182014: ARe tABLets tAKInG oVeR?adroitdigital.com
wheRe do they Go to puRChAse?
AFteR seeInG An Ad on tV oR seeInG An Ad In A MAGAzIne FoR An IteM oF InteRest, ARe you MoRe LIKeLy to seeK AddItIonAL InFoRMAtIon oR puRChAse the IteM FRoM youR tABLet, As opposed to youR LAptop/desKtop?
The majority of tablet owners in our survey turn to their tablet to make a purchase or seek additional information, after seeing an ad on TV or in a magazine for an item of interest, as opposed to their laptop/desktop.
55% of all respondents indicated they are more likely to use their tablet, as opposed to their laptop/desktop, to make a purchase or seek additional information about an item they have seen advertised on TV or in a magazine.
Men are more likely than women to turn to their tablet. Of all male respondents, 61% are more likely to use their tablet to make a purchase or seek additional information about an item they’ve seen advertised on TV or in a magazine, as opposed to their laptop/desktop. This is in contrast to 48% of female respondents who indicated the same.
Evaluating results within the age demographic, there is a decline in the likelihood to turn to a tablet as opposed to a laptop/desktop, as age increases. The youngest adults, age 18-24, indicated a 60% likelihood to turn to their tablet, while 32% of those age 55 and over indicated the same.
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%Tr
avel
Food
/res
taur
ants
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
192014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
deALs And dIsCounts
whAt types oF tABLet AdVeRtIsInG Content ARe you Most LIKeLy to Respond to?
Consumers respond to deals and discounts.
When asked which types of tablet ads they are most likely to respond to, the majority of all respondents, 62%, indicated deals/discounts/promotions as the number one thing that would make them most likely to respond to a tablet ad.
Our survey respondents also indicated they are likely to respond to tablet ads related to their interests, 41%. This may be a strong indicator for the importance of audience targeting around subject matter.
Respondents in our survey are likely to respond to tablet ads when they’re looking for new product information, 40%. This may be a possible indicator for the importance of prospecting campaigns for tablets.
Location based advertisements are least likely to be responded to by our survey respondents, 16%.
192014: ARe tABLets tAKInG oVeR?adroitdigital.com
40%18 - 24
25 - 34
35 - 44
45 - 54
55+
22%
39%
23%
10%
6%
Male
Female
1
2
3
More than 3
1 2 3 More than 3
57%
8%
31%
45 - 54 17%
18 - 24 10%
4%
48% 52%
Yes
No
45% 55%
35%
26%
29%
21%
14%
4%6%
60%
Less than 30
30 - 59
60 - 120
More than 120
17%
35%
29%
19%
At home common area, living room/family room/kitchen
At home private area, bedroom
At work
Out of house, but not work
49%
10%
34%
7%
40%Less than
10%
10% - 24%
25% - 49%
50% - 74%
75% ormore
21%
28%
15%
4%
32%
Rese
arch
pro
duct
s and
serv
ices
Mak
e a
reta
il pu
rcha
se o
r
brow
se fo
r pur
chas
ePa
y bi
lls/c
heck
stat
emen
ts
Wat
ch tv
/vid
eos,
live
or r
ecor
ded
Book
trav
el a
rran
gem
ents
Look
up
prod
uct i
nfor
mat
ion
Read
new
s/bo
oks/
mag
azin
es
70%
Very likely
Somewhat likely
Not likely
Won’t respond ontablet, but wouldon laptop
19%
36%
37%
8%
Yes
No
58% 42%
Und
er $
25$2
5 - $
49
$250
or m
ore
$100
- $2
49
$50
- $99
40%
Ente
rtai
nmen
t/ga
min
gPh
arm
aceu
tical
Educ
atio
n
CPG
Leis
ure
activ
ities
/eve
nts
Hea
lth &
bea
uty
Cabl
e/ph
one
prov
ider
Win
e an
d sp
irits
Spor
ts/s
port
ing
good
s
Insu
ranc
e
Auto/
auto
rela
ted
Appar
el/s
hoes
/acc
s.Fi
nanc
e
50%
41%
6%
23%
17% 17%
23%
14%
9%
13%
20%
13%
32%
15%
Trav
elFo
od/r
esta
uran
ts
25%
44%
Yes
No
55% 45%
Yes
No
45% 55%
Dis
coun
ts/c
oupo
ns/p
rom
otio
ns
New
pro
duct
info
rmat
ion
Cont
ent l
inke
d to
soci
al m
edia
Inte
ract
ive
vide
o
Cont
ent r
elev
ant t
o yo
ur in
tere
sts
Offe
r for
exc
lusi
ve c
onte
nt
70%
62%
40%
28%
20%
27%
41%
Cont
ent r
elev
ant t
o yo
ur lo
catio
n
16%
Less than 30 30 - 59
60 - 120 More than 120
61%
49%
WO
MEN
44%
35 -
44
49%
5am
- 7a
m7a
m -
9am
5pm
- 7p
m7p
m -
12am
12am
- 5a
m
9am
- 5p
m
10% 11%
20%
15%
39%
5%
Less than 25%
25% - 49%
50% - 74%
75% - 99%
100%
Don’t take tabletaway from home
25 -
34
61%
35 -
44
56%
49%
34%
50%
23%
52%
11%
31%
35 -
44
52%
25 -
34
50%
35 -
44
35%
28%
23%
13%13%
23%
MINUTES PER DAY
WOMEN
MEN
WOMEN 24%MEN 15%
64%45 - 54
58%55+
60%
50%
47%
MEN
WOMEN
45 - 54
65%
35%
55+
18 - 24
53%
29%
56%
14%
MEN
WOMEN
25 - 34
55+
60%
51%
60%
MEN
WOMEN
25 - 34
51%
38%
55%
MEN
WOMEN
18 - 24
61%
48%
60%
32%
MEN
WOMEN
18 - 24
55+
1 In 8 GLoBALLy to hAVe A tABLet By 2017††
Base: n=1,000
202014: ARE TABLETS TAKING OVER?adroitdigital.com
Study
adroitdigital.com
2014: ARE TABLETS TAKING OVER?A SNAPSHOT OF HOW CONSUMERS USE THEIR TABLETS AND INTERACT WITH DIGITAL ADVERTISING
ConCLusIon
As forecasts predict, tablets will only become more prolific in the next five years. What’s not clear is if brand marketers are prepared to meet the increasing demand for engaging and relevant ad content: This includes ads that take full advantage of the tablet’s feature set, and more importantly, the way in which consumers use them.
The shift to tablet media consumption is happening faster than advertiser dollars are shifting to this medium, and faster than advertising methods are changing to take full advantage of it. When online took flight in the late 90s, it was truly disruptive to advertising as we’d known it. Tablets and other mobile media are using that disruption to leap frog to a new level of media disruption.
Tablets are increasing media consumption from print, with publications and content exclusive to tablets, from radio, with applications like Pandora and Spotify, from broadcast and cable TV, with programming apps and online video content, and from online, with shifting viewing hours, gaming and shopping dollars. Tablets provide consumers with the ultimate control over when, where, what and how much content they consume. With their portable ease and the wide availability of Wi-Fi, tablets provide consumers with a means to connect almost any place, and at any time.
Tablets are being used for entertainment, social networking, communication and business. The challenge for advertisers is to find the appropriate content mix to satisfy the various modes of consumer use. The key to success will be the ability to deliver the right message, at the right time, in the right place, and through the right medium. To do this, advertisers will need to depend on data to inform their targeting.
Consumers expect more from tablets, as they are highly personal devices, than from other forms of media. Tablets aren’t simply an addition to the media mix, but a link that can tie all other forms of media together. The clear winners in tablet advertising will be advertisers and agencies that fully understand the unique opportunity tablets bring to maximize consumer engagement, and leverage that to their full advantage.
adroitdigital.com
who we ARe
At Adroit Digital, we believe people move technology, not the other way around. Our team of programmatic experts uses human insights, our exclusive data set and unmatched media access to intelligently drive marketing performance. We work hard to delight our customers every day. We have offices in New York, Boston and San Francisco. For more information, please email “[email protected]” or visit us online: www.adroitdigital.com
ContACt us
For press inquiries please contact:
Hollis Guerra, Blast [email protected]
For sales inquiries please contact:
(855) 6-AdRoIt (623-7648)
Sources:* Tech News Daily, iPads Help Make Tablets Fastest Spreading Technology Ever, May 2012 http://www.technewsdaily.com/4270-ipads-tablets-fastest-spreading-technology.html† Pew Research Center – Internet & American Life Project, Kickuhr, K., June 2013, Tablet Ownership http://www.pewinternet.org/Reports/2013/Tablet-Ownership-2013.aspx†† Forrester Research, Gownder, J., August 2013, Global and Consumer Tablet Forecast Update, 2013-2017 http://blogs.forrester.com/jp_gownder/13-08-02-global_business_and_consumer_tablet_forecast_update_2013_to_2017_0
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