With an ever-increasing number of people becoming more dependent on Smartphones and tablets, getting your marketing right in this arena is a must. But it’s important for marketers to understand that this isn’t actually one arena – it’s two. And using the same marketing efforts for both simply will not work.
Here’s why. Smartphone users check their phones in short bursts throughout the day. Mobile is great for multitasking and looking up content very quickly. But tablets are used in an entirely different way.
Tablet users tend to use their tablets in the comfort of their own homes in the evening. They spend more time on their tablets, browsing the Internet, researching products, and watching videos. Studies have shown that tablet users tend to be more influential (and higher income) online users, who are more likely to post questions and answers on social media sites, blogs, and discussion boards. These are the types of users who are invaluable to marketers. In order to reach this audience, marketers should focus on how potential consumers can discover and explore products and services via research. This lends itself to much deeper content then a mobile campaign would. And because of the larger screen, there are more opportunities for marketers to create a tablet-specific experience to engage users and drive them to purchase.
There’s also a difference in perception of distance. Location is important to mobile phone users on the go, while the world is a little bit broader for tablet users. According to Monica Ho on Search Engine Watch:
Nearly 50 percent of Smartphone users leverage their device to look up a business locale or directions, and 20 percent look for a business phone number. While, tablet users typically utilize their devices for research or information, generally unrelated to location, including price comparisons, coupons, and reviews.
There is no doubt that Smartphones are omnipresent. But tablets have experienced an extremely high rate of adoption for the last few years. As of May 2013, 34% of adults were owners of tablets, up 31% since May 2010.
Yes, mobile marketing is extremely important right now, but you can’t ignore the growing potential of tablet marketing, and the opportunity you have to own it in your category. A recent Forrester study projects that the number of tablet users will grow from 288 million this year to about 760 million in 2016.