Marketers to Consider Screen Size when Targeting Mobile Device Users

Consumers are now carrying around smartphones, tablets and laptops. Marketers may be wondering about the best way to optimize their ads on mobile devices to reach their target audiences. New research shows that consumers are turning to these devices for different purposes and as a result, marketers may need to adjust their ad strategy.

In-​Stat analysts have discovered that screen size is correlated to how consumers use these their mobile devices . The larger a screen on a device, the more likely it is to be used for productive tasks. On the other hand, smaller screens are more likely to be used for entertainment purposes. Stephanie Ethier, Senior Analyst, In-​Stat, notes “The majority of tablet owners have a screen size between 9 and 11 inches—a size optimized for sophisticated uses that require a lot of interaction.” As a result, consumers tend to browse the web, do email and download applications on their tablets. When users turn to devices with smaller screens, especially under 5 inches, they are more likely to watch video or listen to music. In-Stat’s research found this to be true even when the devices are essentially identical except for screen size.

Here are the other key findings from this study:

  • Over half of surveyed consumers, 54%, prefer to use laptops and notebooks to take care of personal information management tasks.
  • When it’s time to watch TV on the go, consumers largely favor smartphones for this task.
  • Apple currently owns the market with respect to tablets.

In thinking about the implications of these findings, it seems likely that marketers promoting financial services will find a ready audience in the tablet device market while merchants advertising new music and videos might target smartphone devices.

[Source: Screen Size Matters. In-​Stat. instat​.com. 11 Jan. 2012. Web. 25 Jan. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.