The impact of tablet on the media landscape

A year-long qualitative study conducted by Total Media has provided insights into the impact of tablet technology on the media landscape.

Key findings of the report, 'The Holy Pad of Media' are:

• Content consumption increases with tablet ownership – 46% of tablet owners state they go online more since owning a tablet
• Tablets cannibalise and complement other media
• Tablets increase news promiscuity
• 79% of tablet owners use their device at home
• The web isn’t dead; 62% of tablet owners do not prefer to use apps over the web browser for using the internet via their tablets
• The tablet pound will be worth more than the mobile pound, with 60% of tablet owners having spent more than £100 online in the past three months

How can marketers and advertisers benefit from tablet?Tablets change the way people use media and they change the way in which content and communications should be delivered to consumers. The paper concludes that brands should take the following advice:

• Brands should provide communications that integrate with the device experience, make use of the device’s features and capabilities to delight consumers
• Media activity needs to fit across all devices and recognise that ‘one size fits all’ for digital content across PC, smartphone and tablets does not work
• Brands should take advantage of tablets as a direct route to purchase for their consumers since they are so quick and easy to use, are used concurrently with TV and are always at arm’s length
• Tablets complement TV viewing through dual screening, searching for related information and social media interaction; brands should provide second screen content specifically for this purpose, TV ads should drive search and direct purchase and brands should take advantage of real time social media interaction by being a part of it
• The importance of a good search strategy that utilises tablets cannot be underestimated. Brands should separate online, smartphone and tablet search campaigns accordingly

Subscribers can download a copy of the report below.