Nielsen: Consumers find advertising on tablets more acceptable

Consumers find advertising on tablets more acceptable, more memorable and more enticing than advertising on smartphones, according to the latest UK Connected Devices report from information and measurement firm Nielsen. Brands need to carefully consider the impact of evolving digital behaviour to improve the effectiveness of both online and cross-media campaigns.

More UK users agree that ‘advertising is acceptable’ on their tablet (40 percent) than on their smartphone (30 percent). In addition, they remember ads better on their tablet, with 48 percent recalling seeing an ad on their tablet ‘about once a day’ or more often, compared to just 37 percent on their phone.

Ads shown on tablets may also have a stronger impact than those appearing on smartphones. Although the differences are statistically too small to prove conclusive, the report does show that 20 percent of users recall clicking on an ad in the previous three months on their tablet; 17 percent did on their smartphone. And 10 percent of users say they made a direct purchase through their tablet, compared to seven percent on their phone.