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Ad clicks from tablet computers peak in the evening, adding further weight to the theory that people tend to use them while relaxing at home.

Research from PPC agency Periscopix shows that between 7.30pm and 9pm more people click on tablet ads than on mobile ads, while for the rest of the day mobile clicks track slightly above tablets.

Click-throughs from tablets account for around 11% of all clicks at 7pm rising to 14% at 9.30pm, compared to 10% and 12% respectively from mobile.

The vast majority of clicks (80%) still come from desktops but this starts to decline at around 4.30pm as people begin to leave work.

At the same time mobile and tablet clicks increase sharply as people use the devices on their commute and at home.

There is also a spike in the morning when people use their devices on the way back into work.

This data supports the idea that people use their tablets while relaxing at home and highlights the best time of day for marketers to display their ads.

Periscopix head of PPC training Alistair Dent said that brands need to start targeting ads specifically at tablet users.

It might be an effective way, for example, for retailers to reach consumers browsing online while watching TV, particularly as order values are often higher from a tablet than from a computer.

We have previously blogged about the opportunity that tablets have created for marketers, including stats on conversion rates and usage.

According to a Google survey from March 2011, people are generally using their tablets at home. 82% said they primarily used their tablet device at home, followed by 11% on the move, and 7% at work.

In addition, 62% said they used their tablets more frequently in the evening.

This slide from a Google presentation looks at patterns in desktop/tablet/mobile usage through one single day on their systems, and shows the same patterns(HT: @danbarker): 

Looking at the types of ads that work on tablets, new data from the IAB found that a quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. 

Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads. A majority of respondents (55%) also agreed that tablet ads can do things that other media can’t.

With this in mind, check out nine examples of great interactive iPad ads.

David Moth

Published 2 August, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1682 more posts from this author

Comments (4)

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Jamil Kassam, Global eTrade Marketing Manager at Philips

''It might be an effective way, for example, for retailers to reach consumers browsing online while watching TV, particularly as order values are often higher from a tablet than from a computer.''

I've read this in a couple of places...anyone know why this might be the case though? Is it purely down to the profile of users who own tablets, typically more disposable income?

about 4 years ago

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Deri Jones, CEO at SciVisum.co.uk

Jamil

> Is it purely down to the profile of users who own tablets, typically more disposable income?

And will it change fast anyway, as high-spec low cost tablets like the new Google Nexus 7 make inroads to widen tablet take-up ?

about 4 years ago

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Fat Atom

Very interesting article, it definitely helps me for my automated rules in Adwords. Thanks very much!

about 4 years ago

Alistair Dent

Alistair Dent, Head of PPC at Periscopix

The key factor about order values from different devices is that they are averages. Not every order will be higher or lower, but there is a higher proportion of high order values from some devices.

There are several reasons why orders may be higher:
- As @Jamil says, the user demographic currently implies a high disposable income (@Deri makes a good point about this changing as tablets come down in price)
- The time of day is more likely to include browsing for luxury personal items than while at work
- The intent is stronger – few people are likely to choose to purchase on a tablet if a computer is as readily available.

There are also many reasons why order values may be lower:
- Purchasing funnels may be trickier to complete on a touchscreen
- People may have security concerns
- Big purchases likely require more research, multiple tabs, etc. This is easier to do on a computer.

The trick is not to attempt to understand the user, because there are too many different types of user for this to be a helpful exercise. The trick is to be guided by the numbers for your particular sector, product or service. *If* order value is higher on a certain device, then adjust your budgets accordingly.

about 4 years ago

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