In the ad world, smartphones and tablets are considered mobile devices. What we’re learning, however, is that consumers don’t use them in the same way. So, if you’re about to air a Pandora or iHeart Radio mobile schedule, pay attention.
Researchers are discovering that tablet users tend to behave more like PC users. Tablets are largely used for viewing richer content and enhancing leisure time, primarily at home during what is known as “me time.” Tablet users love to play games, shop, and consume media such as videos, books, magazines and newspapers. In a sense, tablets have become a part of our home entertainment lifestyle. It’s also worth noting that users often welcome ads on tablets, provided they’re engaging and/or entertaining.
Smartphones, on the other hand, are taken everywhere and users have short periods of “found” time for engagement – time spent waiting in line, in a doctor’s office and hopefully not behind a wheel at a red light. Since phones are generally used outside the home for very specific, pragmatic functions like checking email, texting and making phone calls, ads are often considered interruptive and intrusive. Therefore, marketers need to provide real substance in small doses, making the content valuable to the daily 1.5 hours on average of “found time.”
Bottom line is that marketers need to be sensitive to this personal world of mobile, and consider the consumer and the context, rather than thinking about tablets and smartphones as one and the same. For example, most Pandora users listen on both their tablet and their smartphone. Should a mobile Pandora advertiser offer up the same ad? The smart, insightful answer is no. Before we consider the content and advertising experiences we create for each platform, we should first ask ourselves, are we programming for “me time” or “found time?” Your results will tell you how you’re doing.
Ready to launch a mobile radio campaign? Contact The Radio Agency.
Lisa Sable is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com