Ads on Tablets: 47% Engage, Says IAB

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Nearly half, 47 percent, of tablet users say they engage with advertisements more than once a week. That's according to a recent report from the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence.

On the smartphone side, 25 percent of users said they have the same weekly engagement. Following ad engagement, 80 percent of smartphone users and 89 percent of tablet users take action, said the report.

The "Mobile's Role in the Consumer's Media Day" report studied behaviors on both types of devices, finding each used devices in different ways.

"The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly," noted Anna Bager VP and GM for the Mobile Marketing Center of Excellence, in a press release.

Nearly one-third of mobile device owners said they were likely to respond to ads that were related to their current location. Almost half- 48 percent - of smartphone users and 59 percent of tablet users said that they regularly conduct local searches on mobile devices while home watching TV.

Smartphone users indicated devices are a crucial part of their everyday life with 70 percent of users stating they don't leave home without it. On the other side of the spectrum are tablets: 70 percent of tablet users stated that these devices only serve them as entertainment and media hubs.

Sixty percent of study participants who have both types of devices said they prefer using their smartphones to look up info on-the-go, compared to just 22 percent who would use tablets for quick mobile information. Seventy percent said they prefer to consume print and video via a tablet.

Time of day also has a direct impact on how consumers use mobile devices. Among smartphone users, 20 percent access social media when they first wake up, and 28 percent said they have free time to access mobile media during midday hours. In addition, the report said primetime television viewing hours cause a spike in both general and social media consumption.