Study shows initial advertiser attitudes toward tablet category


Frank N. Magid Associates has announced findings from consumer focus groups and one-on-one executive interviews with media buyers focused on the tablet category, its potentially game-changing implications for the advertising industry as well as its influence on general consumer multimedia usage habits.

Conducted in anticipation of Apple’s launch of the iPad, the study revealed that the convergence of print, Internet and multimedia is very compelling to consumers and advertisers. Consumers acknowledge that they will likely read more content than usual with the tactile, interactive and customizable reading experience that a tablet will provide. In addition, the large, easy-to-use touch screen allows users to access information digitally but also interact with it as if it were in hardcopy. As a result, readers are more apt to tackle long-form content, such as long newspaper articles, lengthy magazines, books and textbooks.

The tablet will also create an unprecedented platform for social networking and collaboration. Consumers are excited by the opportunity to seamlessly share photos, videos, and other content whether across the kitchen table or via social networks like Facebook. Importantly, the larger screen is perceived to be better-suited to share photos and video content than a mobile phone and the portability of the tablet provides for a more enriching in-person sharing experience.,

“The iPad signals a change in the consumer and advertiser mindset, where digital and traditional media converge with unique interactivity,” said Brent Magid, CEO, Frank N. Magid Associates. “The tablet offers a provocative new experience for consumers to interact with print content, and is attractive not only to the tech-savvy Millennials, but for Gen Xers and Boomers as well.”

The platform offers a single point of reference for advertisers who can, in turn, respond to the unique interests, behaviors and attitudes of various users with more relevant and interactive advertisements. Ad buyers identified three key aspects of the device that present unique opportunities not currently available on any one media platform:

1)     “Always On” Connectivity – Advertisers will have nearly uninterrupted access to consumers and their multimedia usage patterns
2)   Laser-focus Targeting – Advertisers can send location-based ads while consumers price shop and test product functionality in real-time before purchasing
3)   Interactivity – The tablet will significantly strengthen the link between advertisers and consumers by offering more customized advertising on products and services most relevant to users.
 “The data tells us that the tablet could represent the next-generation of customized, contextual advertising…a ‘win-win’ for consumers, advertisers and content providers alike,” said Molly Ludwig, Executive Director, Entertainment Media, Frank N. Magid Associates. “The race is on for advertisers to successfully create ads that incorporate a new mix of rich media content, including photos, videos and interactivity to take full advantage of this new tool.”

Study participants saw potential for the tablet to be applied in a number of different industries, including:

1) On-The-Floor Sales Tools – Faster and more advanced transactions along with product videos and information will allow retailers to efficiently meet the needs of rising consumer expectations
2)  Medical/Healthcare – Doctors can use the device to update electronic health records in real time
3)  Real Estate – Real estate agents can carry the tablet with them to open houses to share photos, video tours and information face-to-face in real time