©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
As smartphones and tablets have spread quickly in the last two years, some clear differences have emerged in usage. People turn to tablets mainly at home, while smartphones are used on the go, as well as at home. Tablets lend themselves to “lean-back” media consumption, while smartphones are geared to utility.
The differences in how the devices are used, and who’s using them, impact how advertisers should approach them, according to a new Forrester report. It lays out separate marketing tactics for tablets and smartphones across a range of areas, including apps, display advertising, games and search.