Tablets More Effective Than E-Readers in Ad Engagement
Ad “noters” more prevalent on tablets, per Gfk MRI.
In a new study released by Gfk MRI Starch Advertising Research, the collected data finds users are more likely to engage with magazine advertisements on tablets than on the e-reader platform.
7,000 magazine app users were surveyed between May and July on their engagement behavior with ads on the tablet and e-reader platform. Those who noticed and/or read an advertisement “noted” the ads, according to the study. On average, 55 percent of tablet users “noted” a magazine ad; only 41 percent of e-reader users noted the included ads.
The research claims that noting advertisements in hard copies of magazines is at 53 percent, which was measured in 2010.
Tablet users also react in a more positive manner to ads than e-reader users do, with 26 percent of tablet users having “a more favorable opinion” of advertisers after seeing an ad; only 19 percent of e-reader users shared the same reaction.
But perhaps more important than who “notes” an ad is those who take the time to engage with it. From this aspect, tablet users are also more willing to engage further with advertising features than e-reader users. 23 percent of tablet ad users accessed an advertiser’s site from inside the ad; 9 percent viewed multiple pages of ad content and 8 percent took the time to view a video or commercial.
Less than one percent of e-reader noters took the time to engage in any of the above ways with app advertisements. The study says this lack of interaction may be due to “fewer interactive bells and whistles”.
A separate survey conducted by Gfk MRI shows that despite predictions otherwise, tablet and e-reader users are still heavily invested in print. The study shared that tablet users are 66 percent more likely than the average U.S. adult to act as heavy users of the printed magazine, and e-reader users are 23 percent more likely to be heavy print users.