Context matters // smartphone & tablet usage.

We know that there has been a shift in available media technologies with the growth of tablets and smartphones, broadening our media consumption to a number of different screens. Often these are used simultaneously; it is quite common to use your mobile phone or tablet whilst also watching TV. The growing importance for marketers here is to understand how these devices are being used and where.

Overall smartphone and tablet ownership is fairly low across the country, however, it is important to understand how and where these devices are being used to help predict future trends as ownership levels grow. According to an article that appeared on AdWeek here, writer Lucia Moses suggests that "context is everything."

  

Lucia draws the varied uses of these devices to their technological and functional capabilities, while suggesting marketers need to understand these qualities completely in order to utilise them. Smartphones are identified as being used for more shortened task-related activities (checking emails, going online and sending texts). In this case short and "snackable" types of advertising are most effective, including display ads and text messages. 72% of people also use their smartphones whilst travelling; they are a personal device that accompanies us everywhere.

  

By contrast, the tablet is more likely to be used in the home for longer, deeper experiences. As such, longer form video advertising is more effective than shortened display ads. Tablets are also more likely to be shared throughout the family. 

The diagrams below draw out some of the key trends and factors in tablet and smartphone usage, the consumer motivations and contexts behind these.