Study: Ads on tablets more effective than e-readers

Tablets appear to be a more effective ad platform than e-readers for magazine brands, according to a new study by GfK MRI’s Starch Advertising Research.

However, the study, which surveyed an estimated 7,000 users of magazine apps from May to July this year, “may be too early to reflect real, long-term trends,” said Media Post.

In general, 55 percent of people who read magazines on tablets said they “noted” a magazine ad displayed on their devices. The figure among those with e-readers was 41 percent, compared to 53 percent among those who read hard copy magazine ads in 2010.

In addition, magazine ads on tablets tend to drive more engagement than e-readers. Among the group who “noted” a magazine ad on a tablet, 26 percent said they had a better perception of the advertiser than before, versus 19 percent for e-readers.

Meanwhile, 21 percent of tablet readers who noted ads said they looked for product or service information afterwards, higher to 15 percent of those who noted ads on e-readers.

After viewing an ad, the proportion who said they were likely to consider purchasing the product or service was the same for both tablets and e-readers, at 22 percent.

There were dramatic differences on specific types of responses to advertising on the two platforms, according to GfK MRI Starch. Among people who noted an ad on a tablet, 23 percent accessed a Web site in the ad, 9 percent viewed multiple pages of ad content, while 8 percent watched a video or commercial.

Among e-reader users who noted an ad, only less than 1 percent did so in all three categories – this perhaps reflects some of the technical limitations of the first wave of the devices, as well as different user behaviors, Media Post reported.

Image: Fotoboer.nl via flickr

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