Ad interaction differs on computers vs. tablets, smartphones
Digital marketers everywhere, including Australia, are now faced with the paradigm of a fractured media landscape. That was the finding of a December 2012 survey of internet users in Australia conducted by IAB Australia.
Respondents said that their attention was split no matter what screen they were paying attention to: TV, laptop, PC, tablet or smartphone. But PCs were the best at retaining the attention of the largest group of users as they engaged in other activities, followed by laptops, and then tablets. Televisions, meanwhile, had the worst record of capturing the attention of users, demonstrating that older is not necessarily better for commanding eyeballs.
Another area in which differences emerged between screens was interaction with ads. In this case, users demonstrated a greater overall likelihood of engaging with digital ads when they were on a device with a larger screen, i.e. PCs or laptops. But the same percentage of consumers (11%) engaged with advertising on smartphones and computers on a daily basis. Even so, the majority of smartphone users, 55%, never interacted with ads at all.
IAB Australia also had a breakdown of consumer attitudes toward advertising on various devices, finding that more respondents thought there was too much advertising on their computers than on their smartphones; however, neither of those mediums came close to respondents' annoyance with the amount of ads on television.
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