In order to create a successful digital application, it is imperative to understand how your product will be used, on what device, and by whom.
According to ABI Research Survey, June 2012, smartphones are most widely used at home, as are tablets. However, smartphone usage out of home generally exceeds that of tablets. 97% of tablets are used at home, while 91% of smartphones are, but 63% of smartphones are used in locations out of the home, whereas only 44% of tablets are.
This information is important when considering app development and advertising potential.
Ad receptivity is greatest during at home leisure time and while travelling via public transportation, those moments when device users are most relaxed and therefore receptive to advertising. *Tablet usage is predominantly rooted in the home, particularly weeknights, with the living room being the epicenter. 87% of tablet usage in the home takes place in the living room.
**Tablet owners are younger & more technologically savvy. Canadian tablet owners tend to be younger (12-49) and are more in tune with technology products. They are among the first to buy new electronics, are excited by them and are drawn towards technologically advanced products. Another interesting finding is that tablet owners in Canada tend to be more highly educated with higher household income vs. the general population. This too is an important consideration for target marketing and advertising campaigns. In addition, the incidence of magazine reading among tablet owners closely mirrors that of the general population although the volume of reading is above average, 4.1 titles per month vs. 3.7, an 11% increase.
Reading magazines, books and newspapers tops the list of preferred activities on tablet devices, which makes them the perfect vehicle for your digital publication!
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*Source: Gartner Inc., July 2012
**Source: PMB 2012 Spring (1-year data)