Category Archives: Tablet

Tablet Vs. PC

During the 4th quarter of 2012, PCs saw their first major decline in sales.  In fact, sales dropped by nearly 5% and nearly 12 million units annually.  While tablet sales are growing, tablets alone are not the main reason PC sales are on the decline. Several new research studies are out that point out that tablet devices may not be the main PC cannibal.

shutterstock_115365787● Three-quarters of iPad buyers were not choosing between a tablet and a PC

● Under 15% of iPad owners abandoned their PCs for a tablet

● Just over three in 10 current PC owners said they would trade their PC for a tablet

● Among 18-34 year olds, nearly 40% would make the switch as would a third of 35 to 44 year olds

● Tablet sales are projected to increase by 64%

What Does This Mean To You?

Yes, tablets are affecting PC sales, especially with younger consumers. But the same thing that is mainly plaguing the PC market could also hurt your business – the lack of innovation.
While there may be changes in the features of PCs, their value proposition hasn’t really advanced.
On the other hand, tablets have redefined computing.  While they may not offer the enterprise or development functions that a PC does, the value of having an always on device available to them wherever they are has made them more valuable.
When was the last time your business looked at its value proposition?
When was the last time you talked to your loyal customers about why they do business with you?
Your company’s brand is extremely valuable and the time invested into making sure it still connects with consumers is an investment in your future. For more information on keeping your brand and ans products top of mind and valuable to consumers, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: NPD; eMarketer; Verizon


Creating a Better Tablet Shopping Experience

Earlier this week, we should information on how smart phone shoppers and tablet shoppers differed in their holiday purchasing activities.  Tablet shoppers were more likely than smart phone shoppers to make purchases.  New research has come out that shows what features make tablet shopping more convenient.

shutterstock_106896515• Ease of finding products was the top reason at 22%

• 13% of users said that being able to get reviews and rating were important

• Another 13% wanted an easy checkout system

• 8% indicated that they required access to billing information through the tablet

• 6% thought that social activities such as sharing projects with friends was something wanted

What Does This Mean To You?

Tablet shoppers are important. Not only are they a great demographic,
their numbers are rapidly increasing.   If consumers move away from apps
as a tablet function, you will want to incorporate these attributes
into your WAP functionality.  It’s always a good idea to watch how your
customers are using technology and listen to how you think your
offerings could be improved.  Businesses who respond to customer wants
usually perform better.  Some things they want may not be financially
feasible or technologically possible today, but we never know what the
future may bring as the speed of innovation continues increase. For more information on creating revenue from tablet shoppers, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; SiteWorx

How Tablet Owners Use Their Devices

Tablets may again be the gift that everyone wants this holiday season.
There are new devices coming to stores and several of them are showing
innovative improvements.  As a business, it’s not just important to that
you know how many people will be buying tablets, you need to know what
owners do with their tablets.  This knowledge will help you develop
strategies to fully take advantage of tablet technology.

Over the course of a week, tablet owners nationally engage in many activities.

• Nearly two-thirds send or receive email

• 64% get news

• Six in 10 play games

• Over half engage in social networking

• More than four in 10 read books

• Nearly 40% watch movies

• 36% shop

• Just over one in five read magazines their tablets

What Does This Mean To You?

Consumers who have tablets love them, many of them have abandoned using desktops and laptops at home in favor of using their tablets.  The fact that some tablet owners are reading email on their devices can impact your businesses. If you are using rich media, make sure your email does not connect to any rich media.  If the links deliver consumers to a page that loads slow or doesn’t load at all, tablet users will not wait around. News and information is a big part of the tablet experience. Leveraging that content can create awareness of your organization.  Social networking is also a major activity for tablet owners.  Remember that your social reputation is very important and you should use every opportunity to build it up and keep it safe.  For more information on how tablets can help you gain new customers, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Pew Center for Excellence in Journalism

Tablet Owners Are More Engaged

The combination of tablet’s mobile functionality, screen size and speed has made them the device that everyone wants. While last year, the iPad was virtually the only major tablet available on the market, this year there are several and it looks like Apple will be adding a second screen size.  The biggest benefit to advertisers and content providers has been the high levels of engagement that tablet users enjoy. There is a new research study out that chronicles how dependent tablets users are on their devices.

• Tablet users spend 30% more
time on sites than desktop users

• Tablet users also have 20%
higher engagement rates than
those using PCs

• Mobile and tablet users accounted for 18% of traffic across most
major sites

• Businesses are also becoming more engaged to tablets – tablet and mobile search spending has increased nearly 168% in the past 6 months

• Tablet owners are also more likely to allow themselves to be tracked.  Six in 10 smart phone users do not allow themselves to be tracked compared to just 7% of tablet users

 What Does This Mean To You?

The more time users spend on sites, the more likely they are to see your ads or purchase items you have available online.  As more tablet users employ second screen activities – the more time they will spend on their tablet.  This also means less attention will be paid to commercials being played during prime-time.  Over the next few months, you will hear more terms like “device agnostic” or “responsive design”.  This is especially important when it comes to mobile. Simply enough, these buzz words mean that the web experience you have on your smart phone, tablet and desktop will be the same.  This may increase the amount of people who own tablets – those who don’t want to have to deal with “learning” a new device.  For more information about new and exciting content platforms that can increase your return from tablets,  please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Marketer; IgnitionOne

Second Screen Activities By Device

If there was ever a question of how important mobile devices have become to consumers, second screening activity should put it to rest.  It’s usually the television that keeps people mesmerized; now mobile content has become so important, it’s disrupting the time honored tradition of vegging out in front of the tube.  A new study has looked at second screening and the differences between watching TV while using a tablet or smart phone.

• 88% of tablet owners use their device while watching TV and 87% smart phone owner do the same

• The top activity is checking email – nearly 60% over tablet owners
and over 50% of smart phone owners check email with their devices while watching TV

• Accessing online content unrelated to the show being watched – 55% of tablet owners were distracted by unrelated content as were 36% of smart phone owners

• Utilized a downloaded app – Half of tablet owners and over 40% of smart phone owners used an app while watching TV

• Shopping – 45% of tablet owners shopped while watching TV, 23% of smart phone owners did the same

• Visited a social network – Over 40% of tablet owners and smart phone owners went to a social media content while watching TV

• Accessed information related to the show they were watching – Nearly 4 in 10 tablet owners and almost a quarter of smart phone owners did this

• Looked up product information on an ad viewed on TV – Just over one in four tablet users and less than one in six smart phone owners went online to access content about an ad they saw

• Looked up coupons/deals related to a TV ad – Only 22% of tablet owners and 12% of smart phone users went online with their device to find coupons or deals because of an ad they viewed

What Does This Mean To You?

There has always been multi-tasking.  The difference is that consumers are accessing content that rivals the attention of what is on TV.  In fact, second screen actions that involve TV programming are the lowest ranking of the surveyed activities.  This shows how disruptive second screening is to any messages you may have on TV.  Consumers who are using their tablets or smart phones while watching TV are usually holding those devices, so they have added engagement.  Even with on-demand options, mobile technology gives users more choices and allows them to decide the content they want to watch.  That also gives businesses more targeting option.  For more information on how to create more awareness and engagement using mobile, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Nielsen

Smart Phones or Tablets, What Devices Do Consumers Use (Part 2)

In yesterday’s post, we examined research that showed the types of content that consumers are more likely to enjoy on their tablet vs. a smart phone.  Today, we’ll look at the activities that are done more often on smart phones.

Content Types Accessed More Often On Smart Phone Than Tablets

• Reading The News – 62% of smart phone owners access news content

• Social Networking – Over half access social media

• Sports Content/Scores – One in four smart phone owners check their device for scores and results

• Streaming Audio Content – Nearly a quarter of smart phone owners access streaming audio

What Does This Mean To You?

Smart phones can almost be considered a frequency medium. Because consumers interact with their devices so often varied reasons, your message needs to stand out.  You should make sure to maximize efficiencies through targeting.  You know who your targets are, position your message in content that is relevant to them,  For more information on maximizing mobile content to deliver results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Nielsen

Tablets Or Smart Phones, What Devices Do Consumers Use (Part 1)

Mobile device has become the generic term for tablets, smart phones and pocket PCs (for the few people who still own pocket PCs), but the functionality and capabilities of these devices differ and so does the types of content most accessed on them.  A new research report looks at the type of device and the content consumers are most likely to use it for.  Knowing this information can help you create strategies that will maximize your mobile offerings.

• 46% of tablet owners access books on their device, that is 4 times more than the amount of smart phone users that access books on those devices

• Over one in four tablet owners watch movies on their device compared to just 9% of smart phone owners

• 26% of those who have tablets use them to look at magazines, that over 4 times as many smart phone magazine readers

• A quarter of tablet owners watch TV shows on their tablets, just 10% of smart phone owners watch TV content on those devices

• Among iPad owners , users credit the device’s larger screen for its preference as a web and video viewing tool over the iPhone

• When it comes to social media and shopping functions, iPad owners are more likely to access this content via mobile web vs. app

What Does This Mean To You?

We’ve had several recent posts that point out how tablets are consumer’s preferred mobile device for mobile shopping. They are also the device consumers’ use most during second screen activities. Tablets are certainly the device of preference for long form information.  Consumers have long periods of engagement and tablets offer many benefits during the transactiontional phase of the sales process.  In tomorrow’s post, we’ll look at the activities that consumer do more of with their smart phones.  For more information on leveraging the right content to boost your mobile strategy, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Nielsen