Friday, June 22, 2012

Tablet Advertising Driving Strong Purchase Activity.

The Online Publishers Association (OPA) has released “A Portrait of Today’s Tablet User – Wave II,” a study unveiling a range of trends on the attitudes and behaviors of tablet users. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include: watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).

Other key findings from “A Portrait of Today’s Tablet User – Wave II” include:
  • Tablets have become embedded in users’ lives with 74% using the device daily and 60% using it several times a day;
  • Tablet users spend an average of 13.9 hours per week with their tablets;
  • 92% of video watched on the tablet is short form news and entertainment -- which includes sports, weather, news and TV show clips -- followed by 64% viewing user generated content (e.g. YouTube);
  • Paid apps account for 23% of all tablet apps downloaded in the past year; and
  • The tablet app market has doubled with an estimated $2.6B spent in 2012, up from $1.4B in 2011*.
To download a copy of the study’s findings, click here.

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