Cynthia Boris at Marketing Pilgrim reveals some interesting tidbits about tablets and smartphones regarding mobile advertising click-throughs. Here’s a run down of some of the more interesting findings:
- Smartphones dominate games, social media, communications, productivity apps, news, weather, dating, sports, and shopping
- Tablets have a slight edge on books and reference materials
- Tablets dominate travel and local
- Running neck and neck, smartphones have a slight edge on music and entertainment
So now for the million dollar question: What are marketers to make of this?
For starters, I’d say you need to consider that people like to use their smartphones while on the move. That’s why you’ll see things like social media, news, and weather being dominated by those devices. Items like productivity and local search might be more surprising.
That said, people never go far without their mobile phones. You can be sure that they will use their smartphones wherever they are – at home or on vacation. They probably also take their tablets everywhere they go, but how they use tablets and smartphones while on vacation differ, which would account for the differences noted above.
But does it really matter in terms of mobile advertising? Probably not. You’re likely not targeting your advertising by device type. If you are, kudos to you. Nevertheless, if you do a lot of mobile advertising or mobile search or social media, then here’s some information for you to chew on. Use it wisely.