Tablet penetration to triple in 2012 – good news for publishers & advertisers

The Australian Multi-Screen Report confirms the rapid adoption of tablet devices in Australia, with 15% of households now owning a tablet. This figure is predicted to hit 39% this year.

One of the most interesting points out of this report, (co-authored by research house Nielsen, and TV audience measurement bodies OzTam and Regional TAM) is that online video viewing has increased from 2% in 2010 to 5% for 2011.

This research helps to position the tablet device as an effective channel for content distribution. This was also emphasised at the recent launch of AIMIA’s Tablet Publishing Guidelines – A Content Revolution, at an event in Sydney last week. The

The 3 key insights from the event

  1. Tablets are not a big phone or a flat computer. They are a device in their own right, so treat tablets differently to mobile.
  2. Tablets are a great opportunity for advertisers – users not yet “trained to ignore” tablet ads; ads offer layers of content and therefore more engaging.
  3. Running banner advertising on tablets would be like running a radio ad on TV!  Take the time to think about interactivity and creativity.

As the tablet medium is less than 2 years old, the metrics and brand insights are still being developed. However there are some good examples in the report from Gourmet Traveller, and FourFourTwo. Happy Reading.


About Claudia Sagripanti

Involved in the evolution of mobile marketing and advertising from the early years, including co-founding Mobile Marketing and Advertising Awards, founding chair of AIMIA's Mobile Industry Group, development of mobile advertising guidelines for industry as well as commercialisation strategy.