Americans spend 43% of their media time with TVs, and advertisers fittingly spend 42% of their advertising budgets on the platform. Yet only 1% of advertising budgets are allocated to mobile on average, even though consumers are spending 10% of their time there.
Mashable, As Mobile Traffic Ramps Up, Hearst Looks to Monetize, June 18, 2012
Unlike mobile (i.e. smartphone and featurephone) searchers, tablet searchers are not focused on completing a task (Mission), but are instead using the search engines on their devices to find new and interesting content, without really knowing what they are looking to find (Exploration). And neither tablet nor mobile searchers are using their devices for multi-step problem solving (Excavation).
If you’re lumping tablets and smartphones in the same ad group, or serving content created for mobile users to tablet users, you could be serving your customers content they don’t want.
Bryson Meunier, What You Need To Know About Targeting iPad & Tablet Searchers, Jan 30, 2012
Very interesting findings on how tablet users’ search and content consumption differs from usage on desktop and smartphone.
Mobile is also changing when people consume the Financial Times. While the desktop site is most popular during mid-day, the mobile site sees a huge spike between 7 and 8am, presumably from people reading when they first wake up or on their commute.
Techcrunch, November 18, 2011
For video mobile and tablets are becoming the prime platforms. Connected TVs haven’t achieved a strong position yet, but video plays here tripled in Q3 2011.
