The latest research reports are showing that though Apple dominates the marketplace, Amazon has its niche.
Jumptap has released its latest MobileSTAT report which has analyzed the use of tablet commerce and has made recommendations to marketers regarding the best and most effective practices for that channel.
They found that mobile advertisers should engage with customers immediately following a major event.
It is at that time that the largest number of device owners are actively using them. Furthermore, they respond best to ads that cater specifically to their own devices, so the better a retailer or brand understands the preferred machine used by their target market, the better their chances of interacting with them successfully.
According to the Jumptap chief marketing officer, Paran Johar, “What makes the mobile market thrive are the various features, functionalities and form factors of each device. In order to capitalize on that notion and increase campaign CTR, advertisers should build creative that reflects the unique aspects of each device, in accordance with the Mobile Marketing Association and Interactive Advertising Bureau guidelines.”
In the report, however, Jumptap stated that the size of the screen isn’t as important as it had once been believed to be, in terms of the advertising sphere. The Amazon Kindle has a 7 inch screen, and had a 1.02% CTR according to the Jumptap stats following the Kentucky Derby, whereas the 8 inch screen of the Apple iPad still showed a 0.9 inch CTR. Equally, though, tablet commerce did see a moderately higher CTR than was recorded for smartphones, which suggests that the two different devices are being used for separate purposes.
They also found that there is a difference among the generations in terms of their devices of choice.
While the younger consumer age groups seemed to prefer the iPad, the Baby Boomers had a notable lean toward the Kindle Fire.
Equally, ABI research has shown that iPad is still by far the tablet commerce leader, as the first quarter of 2012 has shown that it represents nearly 65 percent of the marketplace worldwide in terms of the number of units sold, and this has exceeded the first eight quarters in which the device was available at all.
