When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters.
In the last few years, the next big techie toys have been the tablet-style computer and e-reader. With the introduction of the devices, advertisers now have the challenge to adapt messaging to new audiences. Also, research studies have been conducted to figure out how to best reach these users.
According to MediaPost, GfK MRI’s Starch Advertising Research conducted a survey to see which electronic is more effective for magazine brand advertising. Results lean towards tablets as being more effective than e-readers.
In fact, 55% of tablet users who read magazines on the device stated that an ad was noticed. Only 41% of e-readers stated the same. Also noteworthy is that 21% of tablet readers went on to research an ad’s product/service after seeing it in a magazine. This is compared with only 15% for e-readers. Another outcome of the study showed that 22% of users from both devices were more likely to purchase the product/service after seeing an ad.
When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters. Important to note, however, is that the study results may still be too early to be indicative of long-term trends. Therefore, staying current of studies will help advertisers navigate the media landscape.
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