It’s Not Audio, It’s Not Radio, It’s Mobile

Tablet and smartphone usage is on the rise, and some good news is that ad response rates are strong on those devices as well. A new survey out from the Interactive Advertising Bureau“Mobile’s Role in the Consumer’s Media Day,” is an in-depth research report that reveals how receptiveness to advertising and media consumption varies by device, time of day, and location.

It turns out that folks like to use their tablet to listen to music while reading the paper – 74% of tablet users said they listen to music while reading printed material. Given the large portion of audio streaming that is taking place on mobile devices, understanding how and when consumers react to mobile ads is critical. According to the report:

  • There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week
  • One in four (25%) smartphone users also said that they interact with ads at that same frequency
  • Once these mobile device users engage with an ad, they are extremely likely to take action (80% smartphone users, 89% tablet users)

Ad interaction is higher on tablets than on smartphones – 77% of users interact with ads whilst using a tablet compared to only 53% on smartphones.

Audio content is big and getting bigger on mobile devices. This new study from IAB is dense with information that should help audio content platforms understand best ways to monetize that content.

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