As the era of smart mobile devices has evolved, marketers and publishers tended to talk about smartphones and tablets as being in the same ad category. However, earlier this year, Google announced its Enhanced Campaigns would treat tablets and desktop PCs as one category because of the similarity of ad campaign outcomes. New research shows that consumers are using tablets to replace tasks previously done on desktop computers, a trend that has implications for marketers.

Mojiva, via its just-released Tablets Rule reports, shows that 84% of tablets users are migrating tasks from PCs to these mobile devices. There’s little question that tablets are becoming the go-to favorites. The declining sales of desktop and laptop PCs is likely related to the rapidly growing interest in tablets.

Consumers are using tablets for both serious tasks like managing their finances as well as entertainment – newspaper reading and movie watching. Many also say that the tablet format is superior to smartphones for activities such as:

  • Watching TV 63%
  • Reading 48%
  • Making retail purchases 45%

Consumers also notice ads on tablets. For 56%, a banner display ad is most interesting, especially for younger consumers and Hispanics. But other formats are attracting attention, with discounts (33%), rich media and video (32%), and social media connections (31%) being most popular. For now, marketers in the  restaurant, apparel, leisure activities and beauty sectors are having the most success with tablet ads.

This study suggests that marketers should take time to distinguish ads aimed at smartphones from those being delivered to tablets. Have you tried a tablet ad campaign yet? If so, have you had good results?

[Source: Tablets Rule. Mojiva.com. 10 Apr. 2013. Web. 22 Apr. 2013]