Tablets: The Addictive Pill?

Editor's Notes

• #11: http://www.forbes.com/sites/chuckjones/2013/05/02/tablet-market-forecast-to-grow-almost-5x-by-2017/
• #12: http://www.forbes.com/sites/chuckjones/2013/05/02/tablet-market-forecast-to-grow-almost-5x-by-2017/
• #15: Ubuntu EDGE:Mobile operating system integrates with desktop, essentially allowing a consumer to carry desktop around in their pocketActs as an mobile OS until docked, when it can be used as a desktop computerMac OSX:Apple are now catering for mobile on the desktop, integrating key parts of iOS into OSX. Prime example is the creation of a Mac OSX App Store, Launchpad and the Notification Centre.
• #18: http://www.idc.com/getdoc.jsp?containerId=prUS24129713
• #20: http://www.idc.com/getdoc.jsp?containerId=prUS24093213
• #21: http://www.idc.com/getdoc.jsp?containerId=prUS24093213
• #22: http://www.idc.com/getdoc.jsp?containerId=prUS24093213
• #27: Some 43% of tablet owners say that they watch more TV now than they did five years ago. 83% say they use tablets alongside TV (UK)http://techcrunch.com/2013/03/26/bbc-study-confirms-tablets-growing-role-in-tv-consumption-but-also-that-tv-remains-supreme/
• #28: http://techcrunch.com/2013/03/26/bbc-study-confirms-tablets-growing-role-in-tv-consumption-but-also-that-tv-remains-supreme/
• #29: All mobile devices now account for more than 10% of all digital video starts combinedTablet viewing is however accelerating at a faster rate and is beginning to pull away from smartphonesTablet consumers are also far more likely to complete a video than viewers on a smartphone or PChttp://techcrunch.com/2013/04/09/mobile-video-views-up-300-in-2012-with-tablets-driving-the-charge-with-a-360-increase/
• #31: Of this web traffic the iPad dominates, accounting for 84.3% of tablet web traffic in June 2013 alonehttp://econsultancy.com/uk/blog/62307-tablets-now-account-for-more-web-traffic-than-smartphones-statshttp://gigaom.com/2013/07/23/the-ipad-accounted-for-84-3-percent-of-web-traffic-from-tablets-in-june/
• #35: Nearly one third (30%) of tablet owners in the US have made a purchase from their devicehttp://www.emarketer.com/newsroom/index.php/emarketer-tablets-smartphones-drive-mobile-commerce-record-heights/“The last part of the consumer journey is the purchase, and the tablet is becoming a favourite of consumers who buy online. The lean back nature of he tablet is more amenable to shopping than the lean in desktop and laptop. The ability to display product and integrate video and other personalization based on location makes it an ideal shopping tool. Some of the categories that thrive in a tablet commerce environment are clothes, music, toys, books and electronics. Also, major purchases like cars, homes and major appliances are studied and evaluated on this platform.For marketers who have a content strategy, the time is now to adapt it to your tablet strategy. It is imperative that your content is properly optimized or you will find yourself left out of consumers’ conversations and buying decision-making processes. Consumers’ use of tablets will change the game when it comes to how they interact with brands from discovery to evaluation to purchase. Marketers need to examine every aspect of their customer’s journey and make sure optimal tablet usage is at the forefront of their strategy.”http://www.cmswire.com/cms/customer-experience/six-ways-tablet-adoption-influences-content-and-commerce-021924.php?pageNum=2
• #36: http://socialtimes.com/tablets-drive-disproportionate-mobile-sales-emarketer-study-shows_b125057
• #37: http://www.adyen.com/wp-content/uploads/2013/06/Adyen-Mobile-Payment-Index-Q2-2013.pdf
• #38: http://www.marketingweek.co.uk/news/retailers-under-serving-lucrative-tablet-users/4007079.article
• #41: From Mintel:Key analysis: Within the internet-using population as a whole, smartphones are owned by almost twice as many consumers as own tablets. This means, naturally, the on the whole more consumers are likely to access social and sharing services through smartphones than through tablets. However, comparing the likelihood of device owners to access social and sharing services tells a somewhat different story. In July 2012 there was a 20 percentage-point difference between the proportion of smartphone owners likely to access social and sharing services through their devices, and the proportion of tablet owners likely to do so. That gap had halved a mere eight months later, to 10 percentage points in March 2013.This may well be down to opposing ends of the same force acting on the respective markets. Smartphone growth is now predominantly amongst older consumers – with younger markets saturated – and as penetration grows there the proportion of total owners likely to go on social networks through the devices will generally decrease. By comparison, ownership of tablets shot up dramatically over Christmas 2012, with a number of those gifts undoubtedly going to 16-24s who will engage heavily with the devices, but could not previously afford one. Greater ownership among this age range will naturally push up the proportion of total owners using social networks on the devices.As smartphone ownership gently percolates up through the remaining third of older consumers who have yet to acquire a device, and tablets continue to make gains amongst a set of consumers with wider ages, the average level of social network access from owners of the tablets will rise even as from smartphones it falls.
• #47: Grazing occurs when two or more screens are used simultaneously to access separate or unrelated contentWhile this behaviour is identified as ‘multi-tasking’, it tends to be the most habit-forming pathway, and likely closer to distraction behaviourThe high prevalence of entertainment activities suggests consumers are less concerned with getting things done and more interested in grabbing a quick moment of fun or escapeThe challenge for marketers trying to engage Content Grazing audiences lies in inserting themselves into this moment of distractionMarketers must either provide a quick snippet of content that satisfies this need or overcome short attention spans and encourage deeper engagement
• #48: Spider-webbing is where consumers view related content on two or more devices at the same timeCuriosity-led moment of deep engagement , where consumers seek information or content that compliments the primary screen experienceConsumers may face frustration at not being able to find supplementary content – can therefore subsequently abandon even the original content or activityFor marketers, there is an opportunity to distribute content thoughtfully, dispersing it along exploratory threads to encourage deeper exploration and to satisfy the consumer’s need to search
• #49: Content is the catalyst for this pathwayIt provides the spark that provokes consumers to connect to like-minded communities and add to the conversationOne-in-five consumers engage in social spider-webbing pathways while watching live events on TVBrands do continue to face challenges when integrating with socially generated content. Nevertheless, the opportunity to target audiences where they are likely to interact deeply and emotionally within communities is compelling
• #50: This is when consumers start an activity on one screen and finish it on another. This pathway is sequential and distinctly intent-based – as a result, ease and activity are paramountEfficiency is the dominant reason consumers take quantum pathways, with activities such as working, shopping and completing tasks coming to the forefront. This is the pathway consumers are most likely to start when at work or on-the-goWhile consumers expect consistent, cohesive experiences across screens, technology is often not seamless. Quantum paths can be chaotic and disjointed with clunky workarounds. Marketers should seek out partners who can help seed ideas on one screen for further exploration on another. Consumers should then be encouraged to move to the screen that best suit’s the marketer’s goal
• #51: ParallelSlightly more likely than the phone to be used when alone – takes more attention away from the momentOften used for intense activities such as gaming or video viewing – distraction from other screenCan deepen the enjoyment of entire situation – tablet + TV is often more enjoyable than TV aloneSimultaneousEven more likely to be used at home in the evening when others are presentAdds to the enjoyment of the overall activity – more so than the PC or smartphoneProvides key aspects of other devices – the softer connecting side and the deeper knowledge-seeking sideIdeal for finding more information Social SimultaneousHalfway between laptop and phone – more likely to be used when others are present than the laptop, but not as much as the phoneAdds more fun, closer connections and more engagement than other devices as it offers a tactile, immersive experienceNot as serious as laptop if more information is needed for key decisionsQuantumMainly used at homeProvides information and enrichment in a more pleasure-seeking state of mindWorks as a discovery tool
• #59: The tablet takes on many of the qualities of all the screens above Why the ‘wizard’?People feel tablets can do anythingIt can go anywhere and do anythingConsumers can watch it like a TV, connect to the Internet like a PC, and can speak or communicate through it like a phone
• #62: Tablets can take on the attributes of any screen at any timeMarketers need to be ready to adjust their message, tone and form quickly to resonate with what consumers are doing at any given timeWhether provoking action, providing information or letting consumers interact, marketing on a tablet should quickly adapt and reform to the immediate needs of the consumer
• #65: Unilever's Axe created its first-ever iAd for its scent that came with a for-her variant: AXE Anarchy.With the help of Brightline, Mindshare, and Razorfish, Axe launched a graphic novel specifically for the iPad.Banner ads without "calls to action" pulled consumers in — the click-through was 30 percent higher than benchmarks — and brought people to an app with videos, downloadable wallpapers, and graphic novels in PDF files.In the end, consumers watched 140,000 videos, downloaded more than 1,000 graphic novels and 3,500 wallpapers, and visited the iAd 90,000 times.Read more: http://www.businessinsider.com/10-most-innovative-tablet-campaigns-ever-2012-11?op=1#ixzz2cc9p2iBZ
• #66: Wired readers are problem solvers by nature. Thus, Qwest — a telecommunications service that offers high-end internet — teamed up with McKinney and The Studio at Conde Nast to create an ad that was really a puzzle. When tablet Wired readers swiped the ad, they were instructed to shake their iPads to make the words in the ad collapse.Using the accelerometer, "The font rubble on the bottom of the screen would shift and fall as the reader rotated the device. Until at last, only 5 letters remained (TRENE) next to a form field prompting the reader to unscramble the letters. Puzzle champs typed ENTER into the field and hit SUBMIT to head to the Qwest page where their problem-solving services were outlined in detail." Read more: http://www.businessinsider.com/10-most-innovative-tablet-campaigns-ever-2012-11?op=1#ixzz2ccB6q2bZ