More Tablet Owners Mean More Mobile Activity in Spain - eMarketer
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More Tablet Owners Mean More Mobile Activity in Spain

More than four out of five tablets users recalled tablets ads

November 12, 2012

Despite a depressed economy and staggeringly high unemployment, internet users in Spain have not been deterred from acquiring the latest consumer electronics device to go mainstream—the tablet. Since 2011, tablet ownership has nearly tripled, to reach 23% of adult internet users in June, according to a joint study from the Interactive Advertising Bureau Spain (IAB Spain), Google, The Cocktail Analysis and La Catedral Online de las Nuevas Tecnologias.

And while lower-cost devices have probably helped tablet uptake in the country, the IAB Spain nonetheless reported that Apple retained 40% market share in the country.

Consumer Electronics Owned by Internet Users in Spain, June 2012 (% of respondents)

As consumers in Spain snap up tablets and other mobile connected devices like smartphones, mobile internet use has been driven up. The IAB Spain estimated particularly high mobile internet access, at 82% this year among internet users between the ages of 18 to 55.

The IAB Spain survey dug deeper into the preferred activities among tablet users on the rich media, smaller-screen devices and found that social networking ranked as the No. 2 daily content activity, after email. Reading online news came in just behind networking.

Socially and digitally integrated TV content on tablets is not yet especially popular in the country. While a devoted 15% of respondents reported interacting with TV or radio programs daily on the devices, 37% reported never doing so.

Content Activities of Tablet Internet Users in Spain, by Frequency, June 2012 (% of total)

However, in terms of apps, TV and radio are much more popular on tablets than smartphones. Sixty-percent of tablet users surveyed reported having one of these apps installed on their tablet vs. 29% of smartphone users. And, in keeping with tablets as detail-rich devices, travel apps were also 18 percentage points more popular on tablets than smartphones.

As more users interact with content on tablets, advertising on the devices will become bigger business. More than four out of five tablet users in Spain said they recalled ads served on the devices and three out of five had clicked on such ads on occasion.

Tablet Internet Users in Spain Who Recall and Have Clicked on Tablet Site Ads, June 2012 (% of total)

Mobile ad spending will grow in tandem with mobile uptake and interaction. eMarketer estimates mobile ad spending in Spain will rise by 64.1% in 2012 to $61.5 million.

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Check out today’s other articles, “Tiny Tablets Get a Leg Up” and “Younger Restaurant-Goers Take Advantage of Mobile Offerings.”


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