Home >> Digital >> Article

Guest Column: Tablets deliver own unique user experience

14-December-2012
Font Size   16
Guest Column: Tablets deliver own unique user experience

It’s the hottest buzzword in business, consumer tech and communications – mobility. Devices and services that allow us to access information and keep in touch with business partners, friends and colleagues on the go. Laptops, tablets and smartphone devices are often being classified under this ‘mobile’ heading, but what can we really classify them under the category of ‘mobile devices’?

Appsnack believes that whilst considered ‘mobile’, the tablet platform delivers its own unique user experience which requires a unique and tailored approach when looking at the tablet as a potential space for digital marketing activity. The technology works from the same foundations (same device manufacturers, operating systems and applications) as mobile, but the way users have taken to the device has demonstrated that tablet usage is truly different and a ‘half-way house’ between desk (laptop) and on-the-move (mobile).

Consider the spaces in which you see tablets being used – long-form video on the plane, as a notebook in a meeting, or as a second screen at home on the sofa. Media consumption on tablet differs from its mobile cousins (the smartphone and laptop), meaning advertisers (and the industry) need to ensure they think of tablet not as part of mobile, but as a device all of its own that needs strategy, planning and execution to suit.

The unique full-screen creative capabilities of tablet advertising can come to life in a number of ways. For a fashion brand this might be the ability to launch a full catalogue from a tablet-based ad unit, viewed whilst a user sits on the couch watching TV. Or for an automotive brand, the opportunity to view branded content and customise car features on virtual models from the tablet ad as the user waits in the flight lounge for a return flight home. For an office supplies or department store, it may be the ability to target student users with in-ad shopping functionality, where they buy stationary and sporting gear for all their back-to-school needs. Tablet advertising is employing similar touch-screen, gaming features and location-based strategies to mobile in its ad campaign executions. The tactile, bigger screen experience of a tablet is delivering vastly different possibilities for brands to reach and engage a growing, tablet-based target audience in unique ways.

According to estimates by eMarketer, time spent using mobile devices (smartphone and tablet) for activities such as Internet and app use, gaming, music and others has more than doubled in the past two years amongst US consumers. In India, improvements in user experience, the rise of 3G penetration and data access, enhanced reach and the changing lifestyles of consumers will set the scene for major growth and availability of tablet technology within the country. IS Advisors’ ‘Tablet Industry in India’ report predicts that “tablet shipments are expected to rise sharply from 3 million units in 2011 to 23.6 million units in 2017”, illustrating the significance of the device not just in developed markets, but also in important emerging markets like India and beyond.

This time spent using mobile and tablet devices is changing media consumption habits and as a result, digital strategies are starting to evolve to effectively target this increasingly fragmented audience.

International Data Corporation (IDC) forecasts that mobile data consumption is changing the way ad dollars are spent now, and up to 2016. IDC predicts digital industry spend (valued at $2.1 billion in 2011) will grow into a whopping $14.8 billion industry in just a few short years in the lead-up to 2016. The biggest changes we’ll see will be the spread across platforms – while mobile phones will still dominate, tablets and eReaders’ ad platforms will grow and start to hold a market-share similar to that of their mobile/ smartphone counterparts.

With a growing user-base, differing media consumption scenarios and new creative possibilities, the distinctly different tablet category is emerging as a new frontier for digital marketers to better understand and tackle the digital landscape. Marketers that consider the unique ways audiences engage with the device and the types of media they like to consume are those that will succeed in this new multi-platform media frontier.

The author is the Director of Mobile Technology, Appsnack, an Exponential division.
 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

This comes after the government has deemed Whatsapp’s reply to the first notice sent to the IT Ministry as unsatisfactory, according to reports.

Guest Column: From expecting the unexpected to the importance of team work, Sharma explains what PR professionals can learn from the football world cup

At the debut edition of D-CODE, 13 Industry champions will crack the code on the best performing digital campaigns