Thursday June 21, 2012

Tablet Advertising Drives Purchases

New York City — Approximately 38 percent of tablet users have made a purchase after seeing tablet advertising, while 29 percent said tablet advertising drives them to research products and 23 percent have clicked on an advertisement, according to a report from trade group The Online Publishers Association (OPA) and consultants Frank N. Magid Assoc., Inc.

Additionally, 74 percent of tablet users utilize their device daily and 60 percent use it several times a day, with about 31 percent of the U.S. population using the devices. On average, they spend 13.9 hours per week with their tablets.

Cross-platform tablet users, defined as people who multitask with a TV, computer and mobile phone, are more likely to purchase a product after seeing advertising on a tablet than general tablet users are. Approximately 32 percent of tablet users multitask using two screens for 3.1 hours per day, while 29 percent use three screens for 2.8 hours per day, the report reveals.