Demonstrating the profitability potential of tablet computers, a new study from market analyst firm GfK MRI Starch Advertising Research finds that tablet users are far more likely than e-reader users to engage with ads on their mobile devices.
In a survey of more than 7,000 American consumers, 55 percent of tablet owners say they are likely to pay attention to in-app advertising, while 41 percent of e-reader owners will do the same.
By comparison, 53 percent of hard copy magazine readers are likely to be engaged by advertisements.
Additionally, tablet owners are much more inclined to act upon seeing advertisements than e-reader owners, the study reveals. According to the report, 23 percent of tablet owners say they have interacted with advertising content, as opposed to less than 1 percent of e-reader owners.
“How people will respond to advertising on tablets and e-readers is an important concern for marketers,” says Starch Advertising Research senior vice president Michal Galin. “These new findings certainly speak to the comparative power of tablet magazine ads to motivate and engage consumers.”
Experts advise marketers to start paying attention to the growing tablet market, which, as of yet, shows few signs of slowing down. In fact, according to a recent IDC report, global tablet shipments will hit 53.5 million units this year, up from 17 million units last year.
