Ads on Tablets Work Better Than Ads on eReaders

The market research firm GfK MRI released a report yesterday that raises a few questions about where ad dollars should go.

Based on a survey of around 7 thousand users of magazine apps on Tablets and eReaders (which was conducted between May and July of 2011), GfK noticed that over 40% more tablet users noticed ads. Tablet users were also more likely to respond to an ad (55%) than users who read the paper copy (53%), with eReader users falling a distant third (41%). Tablet users were also more likely to respond to an ad, whether by noting the company’s name or by looking up more info. eReader users, on the ither hand, were very unlikely to click on an ad, view a video in the ad, or look at multiple pages for the ad.

If I had to guess, I would say that the difference is caused by the fact that eReaders aren’t perceived as interactive and tablets are thought of that way. An user is more likely to notice and respond to an ad on a tablet because of that difference.

image by Andrew Teman