Opera Mediaworks has just released a study that identifies the differences in media consumption habits of phablet users – devices that combine functionality from smartphones and tablets, which have 5 or 7 inches of screen, and changes in relation to advertising receptivity on mobile devices in general.
According to the company's study, consumers of phablets access types of media similarly to smartphone users – and differently from tablet users. However, their behavior is sufficiently different to give them their own profile. Here are the main research points:
• Social networks, as well as smartphones, represent the most accessed category on phablets, representing 53.8% of views. This number is much higher than the Q1 global average of all mobile devices (27.2%).
• Unlike smartphone users, who access content related to Sports, News and Information, consumption of these categories by phablet users is very small.
• Despite the larger screen size, phablets do not replace tablets, which are more used to access issues related to Games, Music, Video and Media.
To carry out the study, data from the Opera Mediaworks mobile ad platform was used, which has 64 billion hits per month and reaches 500 million users through 14,000 websites and mobile applications. All 13 mobile devices had screens with diagonal measurements between five and seven inches, such as the various versions of the Samsung Galaxy Note, LG Optimus Pro and the Sony Xperia Z.
Opera Mediaworks also analyzed volume (impressions gained from ads) and engagement (click-through rate) levels of US traffic over a 24-hour period. Here are some of the observations:
• Phablet traffic volume is highest in the morning (from 9 am to 12 noon), but responsiveness to advertisements is very low. This movement has a decline in the rest of the day, but the interaction increases significantly, with a peak at night (from 8 to 10 pm).
• As expected, tablet use is higher at night, as users are not at work but “relaxed” at home. However, the level of interaction with ads at this time does not match that of phablets.
• Interaction on phablets and tablets is low in the early evening (from 5 pm to 7 pm).
According to the company's study, consumers of phablets access types of media similarly to smartphone users – and differently from tablet users. However, their behavior is sufficiently different to give them their own profile. Here are the main research points:
• Social networks, as well as smartphones, represent the most accessed category on phablets, representing 53.8% of views. This number is much higher than the Q1 global average of all mobile devices (27.2%).
• Unlike smartphone users, who access content related to Sports, News and Information, consumption of these categories by phablet users is very small.
• Despite the larger screen size, phablets do not replace tablets, which are more used to access issues related to Games, Music, Video and Media.
To carry out the study, data from the Opera Mediaworks mobile ad platform was used, which has 64 billion hits per month and reaches 500 million users through 14,000 websites and mobile applications. All 13 mobile devices had screens with diagonal measurements between five and seven inches, such as the various versions of the Samsung Galaxy Note, LG Optimus Pro and the Sony Xperia Z.
Opera Mediaworks also analyzed volume (impressions gained from ads) and engagement (click-through rate) levels of US traffic over a 24-hour period. Here are some of the observations:
• Phablet traffic volume is highest in the morning (from 9 am to 12 noon), but responsiveness to advertisements is very low. This movement has a decline in the rest of the day, but the interaction increases significantly, with a peak at night (from 8 to 10 pm).
• As expected, tablet use is higher at night, as users are not at work but “relaxed” at home. However, the level of interaction with ads at this time does not match that of phablets.
• Interaction on phablets and tablets is low in the early evening (from 5 pm to 7 pm).
To view the full report: operamediaworks.com.
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