The iPad Mindset

The phrase “post-PC era” is a catch-phrase that is found throughout Apple’s mobile products’ marketing copy, but according to new research by Moxie Interactive, it’s actually more than just manufacturer hype.

A study of tablet owners found that the devices are being most frequently used at home and for in-depth leisurely reading and entertainment.They are also a preferred way to interact with magazine content for their owners; more than 80 percent of those surveyed preferred using their tablets to read magazines and books over printed media.
Although at present tablet ownership hovers at 8 percent, it is projected in a recent study by The University of Southern California Marshall Inistitute to hit 27 percent in 2012, with 70 percent of users aged 18-44. That means  tablets will become a significant, new medium for brands and marketers to reach a demographic that, according to the USC report, consumes twice as much media as the non-tablet owning public.
These findings create new imperatives for marketers, according to the Moxie Interactive report.
Looking at tablets as an integral part of a post-PC era means that marketers should view tablets as a fourth screen, one with a potential to employ targeting data to great effect, Simeon believes.
“The rise of the tablet has brought mobile marketing to the forefront of brand strategists’ thoughts,” said Simeon Spearman, an analyst who helped craft the report. “Strong analytics, and data-driven targeting” as well as content customization will form the bridge necessary to bring traditional media and advertising to tablets successfully, according to Spearman.
“Marketers will need to think of tablets as living room devices and develop strategies in kind, such using apps that can sync to TV shows or focusing tablet advertising on the times when people are home,” said Simeon.
The potential rewards for a shift in significant, Spearman believes, as the study found that 62 percent of the panel actually enjoyed watching ads on their tablets.
https://staging.digiday.com/?p=2960

More in Media

NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory

Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.

The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers

The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.

NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories

Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.