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
- Tablets are not a big phone or a flat computer. They are a device in their own right, so treat tablets differently to mobile.
- Tablets are a great opportunity for advertisers – users not yet “trained to ignore” tablet ads; ads offer layers of content and therefore more engaging.
- 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.