Tablets Provoke a Unique Response in Users, Challenging Advertisers 

By Michelle Maisto  |  Posted 2013-04-10 Print this article Print
Tablet Ownership in the United States

Tablet Ownership in the United States

According to the Mojiva study, which was conducted in January and included 1,000 respondents, roughly two-thirds of which were women, tablet adoption is growing at a pace set to exceed that of smartphones. One in four Americans now owns a tablet.


A new tablet study from mobile ad network Mojiva offers insights into the fast-growing tablet segment, how the devices are being used and whether advertisers are keeping up with their audiences' changing tastes and technologies. "Tablets are taking share from print with online publications and content, from radio with mobile 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," says the report. With tablets now being used everywhere, and all the time, the challenge for advertisers is to find the right balance of content to satisfy users' tastes. The most successful companies, the report concludes, will be those that fully understood that tablets present a unique opportunity and that consumers—perceiving tablets to be highly personal devices—expect more from tablets than from other forms of media.


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