In the next two years, tablets will become the primary platform for mobile ad revenue, according to a report by The Yankee Group. It predicts that tablets will account for 53% of mobile revenue compared to 47% for handsets. The findings included the fact that 24% of tablet owners clicked on ads while using apps and 29% purchased extra content. 35% of tablet owners purchase digital media from online stores.
Tablet app downloads include news and information apps (15%) and shopping and banking apps (20%). The larger screens lend themselves to luxury brands and fashion retailers offering virtual store tours and magazines with branded content. Video viewing on tablets is also on the increase, up more than 45% since last year.
Jason Armitage of the Yankee Group advises advertisers to plan tablet-specific campaigns to take advantage of that format.