Marketers looking to effectively target today's consumers may want to start by aiming for tablet users.
New research from eMarketer found that tablet owners are more likely than nontablet owners to own and use other Web-enabled devices. That gives marketers a big opportunity to reach those consumers in a number of ways.
Overall, tablet owners are nearly twice as likely to own a smartphone than those who don't own a tablet. Tablet owners are also more likely to own laptops, desktops, video game consoles and smart TVs than nontablet owners. Having all those devices gives marketers a number of channels and avenues to reach those consumers.
"Given their penchant for Web-enabled devices, this cohort is rarely 'off the grid,'" the eMarketer report said. "While that makes them highly accessible to marketers, tablet users are a slippery bunch that frequently shifts attention from one device to another. The good news for marketers is users’ transitions between devices largely mirrors the home-work-home transitions made in a typical day. Brands implementing a measurable 'all-screen' marketing strategy will have the best chance to win this group’s 'catch me if you can' game."
Those users are giving tablet owners many opportunities to reach them. The eMarketer report found that tablet owners use their devices to watch TV, listen to the radio, talk to others, exercise and shop, among other things. Those tablet owners are also using their devices as an accompanying device with smartphones and laptops, the researchers found.
"Eyes on multiple screens means marketers have more opportunities to engage consumers through advertising," the eMarketer report said. "Multitasking is second nature for tablet users, and while this behavior is an indication of a distracted consumer, it’s an opportunity as well."
Originally published on BusinessNewsDaily.