How Tablets Are Changing Consumer Content Consumption and What It Means To Your Marketing

The growth of tablet ownership is changing how consumers consumer content—and that could mean you need to make some changes to your online marketing strategy. Nearly four in 10 (37 percent) of U.S. consumers own a tablet, smartphone and laptop/desktop computer, according to the latest Digital Democracy Survey from Deloitte. Deloitte dubs these consumers “digital omnivores,” and says their number has grown by 42 percent compared to last year.

Tablet ownership has grown by 33 percent, and smartphone ownership by 18 percent. In addition, women now make up 45 percent of digital omnivores, compared to 35 percent last year.

One interesting finding of the study: Tablets are not, as originally expected, replacing laptop computers, but are being used for their own purposes—most commonly, watching videos, surfing the Internet and playing videogames.

Tablet users are also frequently multitasking when they use the device. As many as 86 percent of consumers say they often multitask on a tablet or smartphone while watching TV, for instance—up from 72 percent last year. Millennials are the most likely to multitask—in fact, they typically do at least four things at once while they’re watching TV—but even Generation X and Baby Boomers typically do at least two other things while they’re watching TV.

What do consumers’ changing content consumption habits mean to your business marketing?

• If you do advertise on cable television, incorporate online calls-to-action into your ads. For example, don’t just include your website URL: use a specific landing page URL that customers can visit to get a special offer or find more information. With consumers of all ages more likely to be on their tablets while watching TV, they’re more likely to take action on an ad while they’re watching it.
  
  
• If you haven’t already, consider creating online videos to market your business. Videos are one of the most popular forms of content for tablet users to consume. You can create videos to explain how to use your product or service, demonstrate what it looks like, highlight customers who are happy with it or share behind-the-scenes looks at your company. For best results on a mobile device, keep videos simple, short and to-the-point. Also, make sure they’re easily shareable since consumers who enjoy online videos often want to share them on social media.
  
  
• Make sure your business website is mobile-friendly. When consumers get to your website on a tablet, they want to be able to surf, shop and get the information they need without getting bogged down. Create a website that works well on a touchscreen and doesn’t take too long to load. That way, your mobile customers will keep coming back.

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