Click-through rates (CTRs) on tablets outperform smartphones by 250% for branding campaigns, but also lead when it comes to direct-response campaigns, which traditionally rely on less resource invested in the ad creative.
The findings from billions of ad impressions across Adfonic's platform reveals CTRs on tablets, compared with smartphones, rose significantly for branding campaigns based on cost per thousand impressions, compared with cost per acquisition, cost per click or cost per impression.
For branding campaigns especially, for every two clicks on a smartphone, there are an additional five clicks on a tablet, which clearly indicates the consumer's frustration with the smaller screen size.
The research also reveals that when older users decide to use mobile devices they are much more likely to choose tablets compared with their younger counterparts. Apple iOS tablets appeal to those age 70 to 79, accounting for one in every three ad requests from this group. For the age group 50 to 59, slightly less than 10% of Android ad requests come from tablets and just less than 20% of iOS ad requests come from tablets.
Tablet users are more active in the evening, with 63% of tablet ad requests coming after 2 p.m. Smartphones click more often from midnight through the morning, according to Adfonic. The findings support Parks Associates' research that tablets are becoming alternatives to controllers and interactive program guides, with more than one-third of tablet owners using apps to search for show-related information or check listings while in front of the TV.
Mobile and the rise of local services, a clear trend highlighted at the South by Southwest Interactive (SXSWi) conference, suggests apps could continue to fragment destinations across the Web. Tablets may prompt more clicks, but apps will generate a mere $8.8 billion in revenue this year, compared with $16.4 billion expected from smartphones, according to ABI Research. Of the combined $25 billion, 65% will come from Apple’s iOS ecosystem, 27% from Google’s Android, and the remaining 8% from the other mobile platforms.