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Tablet owners most likely to click on banner ads for food or clothes; with discounts and videos leading to most clicks

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By Ishbel Macleod, PR and social media consultant

April 11, 2013 | 2 min read

Over three quarters (84 per cent) are now comfortable using their tablet for tasks previously performed on their laptop/desktop, including tasks requiring sensitive financial information, new research by Mojiva has found.

The research, which surveyed 1,000 people who own at least one tablet device, found that 56 per cent suggested they were most likely to click on a banner ad; with 18 to 24 year olds having the highest likelihood to respond to tablet banner ads over other ad formats, at 63 per cent.

The tablet ad content categories that tablet owners overall are most likely to respond to are: food/restaurants (49 per cent), apparel (37 per cent), leisure activities/events (31 per cent), and beauty (29 per cent).

It was also discovered that almost half (45 per cent) of all respondents claimed they would use their tablet to make a retail purchase, as opposed to their mobile phone.

The respondents indicated that the tablet ad content types they are most likely to respond to are discounts (33 per cent), rich media/interactive and video (32 per cent), content connected to social media (31 per cent), and new product information (30 per cent).

Mojiva’s research found that 53 per cent of all respondents indicated spending a minimum of one hour using their tablet every day, while close to half of that group (23 per cent) indicated spending two hours or more every day engaged with their tablet. Almost two thirds (63 per cent) said they used their tablet to watch TV or video.

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