According to a new study by the OPA and Frank Magid Associates, tablet usage is exploding, and tablets have become embedded in people’s lives. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%). The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.
STAMFORD, Conn. — The desire to share content and to access it on multiple devices will motivate consumers to start storing a third of their digital content in the cloud by 2016, according to Gartner, Inc. Gartner said that just 7 percent of consumer content was stored in the cloud in 2011, but this will grow to 36 percent in 2016.
OPA news release
NEW YORK — The Online Publishers Association (OPA) has released “A Portrait of Today’s Tablet User – Wave II,” a study unveiling a range of trends on the attitudes and behaviors of tablet users. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include: watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).
The OPA collaborated with Frank N. Magid Associates, Inc. to conduct the study. Magid fielded a nationally-representative online survey of 2,540 people, ages 8 to 64 years old between March 19 and March 26, 2012. The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.*
Here’s a sobering statistic: The average time spent on a Web page is steadily decreasing, with users spending only 40 seconds on a single page. Even worse for publishers and advertisers, 31 percent of ads are never even seen. That’s why last September we launched the Clean Campaign, our commitment to making the digital content experience better for everyone by cutting clutter and focusing on the content consumers care about. Messy Web pages create a chaotic experience that’s frustrating for everyone involved, including readers, publishers, and advertisers.
We felt it was imperative to find a way to not just understand the impact of cluttered pages, but also to help brands get smarter about advertising. It’s why our media sites are embracing cleaner designs with only one large premium ad on each page, delivering a better content experience for readers – and advertisers. Like this. And this. And this.
The Clean Campaign was based on three tenets: a clear editorial vision, a well-designed content experience, and premium advertising to complement the content. We felt confident that cutting the clutter and allowing consumers to focus on the content they cared about would immediately improve advertiser and site perception, but we wanted to prove it, so we partnered with IPG Media Lab to research just how much of a difference Clean Web pages make.
What’s the biggest challenge in mobile marketing today? Many would say that’s like asking which star in the heavens is the twinkliest, or which grain of sand on a beach is the grittiest. But I think there’s an answer, at least from the perspective of brands’ embrace of mobile.
Too many companies still believe that because smartphone browsers can render web content, their existing website can serve them equally well as a mobile landing page. In reality, anyone who has navigated to such a PC-optimized page on a phone knows that while the content may render, web pages designed for PC screens will be squashed down, requiring the viewer to “pinch and pull” to zoom in on sections of a page. Some components may not appear at all. And the whole thing may be unappealingly slow to load. The user experience can be adequate, but it’s hardly enjoyable, and companies that rely on it miss opportunities to build better relationships with their mobile customers or prospects.
What does the IAB mean by a “mobile-optimized” website? Four things:
New data out from NPD Display Search finds about 70% of people are now engaging with video content outside of the traditional television set. Tablet viewing, especially, is pushing more content engagement, with views more than doubling in many areas. Viewing video via tablet, smartphone or PC are three ways viewers are staying in contact with entertainment, news, sports and other content.
“While the trends vary by region, it is evident that consumers around the globe are watching more video and TV content with their portable electronic devices as these provide additional means of accessing content,” said Riddhi Patel, Research Director of Consumer Insights for NPD DisplaySearch. “Despite this increase, however, TVs still remain the primary device of choice for viewing TV content, with 30% of consumers reporting that they view TV/video content on TVs alone.” But, just because people are watching content, they aren’t necessarily also watched video ads.
Adobe has developed a method through HTML5 that allows brands to build advertising content that Google can index in search results. The Edge tools, an alternative to Flash, allows companies to build animation into their Web site or online ads. Mark Anders, Adobe Fellow, calls the content “a presentation on the Web site or something that could resemble an ad” built in Edge as a special version of HTML5 file. The format enables Google’s and Bing’s bots to recognize the file as text and serve up the content in search results.
Business professionals are snatching up smartphones and tablets at a faster rate than the general US population as they look to these mobile devices for greater work efficiency.
“Given the near complete penetration of smartphones and high adoption rates of tablets among this key target audience for B2B marketers, it’s no surprise these devices have infiltrated the B2B purchase decision-making process. They are now used in all major phases of the buying cycle to save professionals’ time,” said Lauren Fisher, eMarketer analyst and author of the new report, “Mobile Business Professionals: Seeking Efficiency with Smartphones and Tablets.” “By establishing a mobile web presence and optimizing that presence to provide business professionals greater efficiency, B2B companies can more effectively reach and resonate with this decision-making audience.”