The way people use tablets is changing. At first, tablet use was inconsistent—consumers weren’t sure what to use them for. Now tablet-specific behaviours are emerging as the devices gain popularity, according to new research presented by Microsoft at a Canadian Marketing Association event on Tuesday.
Natasha Hritzuk, Microsoft Advertising’s global director of insights and analytics, said tablet users are looking for deep, immersive experiences. “Now that it’s becoming a much more saturated and common device, people are deciding how they want to engage with it and it’s for this deeper exploration,” Hritzuk said.
The study, which looked at how consumers in Toronto and four other international cities interact with multiple screens, also revealed that people are increasingly using multiple devices at once. Of the 16% of Canadians who own tablets, 46% use the device while watching TV.
Hritzuk said the multiple screen environment, which includes tablets, smartphones, gaming consoles, computers and TVs, opens up new opportunities for marketers—if they’re willing to tailor their content and messaging to each device. Consumers have a specific and varying intent for each device they use and the most effective advertising is a response to that intent, Hritzuk said.
“There are core behaviours that we’re seeing consumers exhibit across each screen, driven by very specific needs,” Hritzuk said. “If you only focus on the device and it’s capabilities, then content will almost invariably fall flat, because you’re not thinking about the consumer who is being exposed to this content, seeking out experiences and trying to get things done.”
Budgets still dictate how advertising is tailored, though, and most budgets aren’t big enough to meet consumers in a new way on every screen, according to Jeff Marshall, vice-president of marketing, personal banking at Scotiabank, who sat in on a panel discussion after Microsoft’s data-driven presentation.
“Just because there is five screens doesn’t mean our budget has gone up fivefold,” Marshall said. “You have to hit certain gross rating point thresholds, but now there is a demand for integrated content across other platforms.”
Jeff Dack, director of marketing communications at Jamieson Laboratories, echoed his sentiment. Dack said if a budget doesn’t allow for a unique experience on each platform, he aims for consistency across all platforms.
“Is that the best way to use content? To take it from the PC and put it on the tablet? No. But if I don’t have a tablet specific execution, in my world that’s better than nothing,” he said.
