The document is a study that surveyed 1,000 tablet owners about their tablet usage habits and interactions with digital advertising. Some of the key findings include: over 40% of respondents have 2 or more tablets in their household, women spend more time using tablets than men, and the majority of respondents use their tablet the most between 7pm-12am. The study provides advertisers with insights on tablet users to help evaluate their tablet advertising strategies.

1. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
1

2. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Contents
USE THEIR TABLETS AND INTERACT
Introduction
WITH Methodology ADVERTISING
DIGITAL 43
Objectives &
Major Findings
5
Demographics
6
Survey
7
Conclusion
20
About Adroit Digital
21
Contact Us
21
adroitdigital.com
adroitdigital.com
2014: ARE TABLETS TAKING OVER?

3. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Introduction
In April of 2010, Apple introduced a new product called the iPad. While it wasn’t the first
tablet computer, it was the first of its kind. The market at large hadn’t seen a consumer
friendly, easily portable and highly styled tablet device, until the unveiling of the iPad. Once
the first iPads made their way into early adopters’ hands and homes, there has been no
looking back. Tablets are being adopted at a rate far outpacing any other new technology
device in the last century. It took Alexander Graham Bell’s telephone nearly 40 years to
reach more than 10 percent of people in the US, but it has taken smartphones fewer than
five years to do the same. And tablets are on track to rise in the US market even faster than
smartphones.*
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
For the first time, a third, 34% of American adults ages 18 and older, own a tablet. † Forrester
research expects this number to grow to 60% of North American online consumers by 2017.
They estimate over one in eight people globally will have a tablet, that’s 905 million devices.††
As tablets continue to fly off the shelves and into consumers’ hands, brands have an
increased opportunity to get in front of their target audiences. It’s been shown an additional
screen doesn’t cannibalize existing media consumption; it increases it.
Tablets are changing the way Americans consume content, and subsequently, changing
the way consumers interact with brands and advertising. To take full advantage of tablets
as a channel, brand advertisers need to refine their messaging to maximize the unique
environment they provide. In addition, they will need to discover how consumers want
to be engaged while using their tablet in the omni-channel, multi-screen universe.
Many traditional advertising channels are migrating to or integrating with tablets. Magazines
and newspapers are turning to digital formats, with exclusive digital content and functionality
for tablets. An increasing amount of broadcast & cable TV content is becoming available
through tablet applications.
As advertisers evaluate campaign tactics, tablets can’t be viewed as shrunken down PCs
or overgrown smartphones. They provide a unique function in everyday consumer life. To
be effective, some advertising tactics will need to change to address this. It will require a
adroitdigital.com
retooling of creative, messaging, and a rethinking of performance indicators, specifically
focused around tablets. These incredible devices are helping to change the face of advertising
and how consumers interact with brands. Are brand advertisers prepared to keep up?
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
3

4. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Objectives & Methodology
To gain insight into the behavior of tablet
users, Adroit Digital conducted a study to
measure the behaviors and attitudes of
consumers with regard to tablet use and
their interaction with digital advertising on
their tablet. The purpose of the study was to
understand how consumers use tablets, and
to assist brand advertisers in evaluating their
tablet advertising plans for 2014.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
The study was fielded from November 20 –
November 22, 2013. The survey targeted a
random sample of US and Canadian
consumers who self-identified as, 18 years
of age or older, who own a tablet and a
laptop/desktop computer. The study
garnered 1,000 completes.
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adroitdigital.com
2014: ARE TABLETS TAKING OVER?
4

5. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Major Findings
• Consumers would replace their laptops and desktops with a tablet. 55% of all respondents
in our survey indicated they would consider purchasing a tablet as a replacement for their
personal laptop/desktop. Men indicated a higher consideration rate for replacing their
personal laptop/desktop with a tablet than women, 60% and 50% respectively.
• Consumer households have become multi-tablet homes. 43% of all respondents indicated
they have two or more tablets in their home. 17% of respondents age 45-54 indicated
having three or more tablets in their household. While only 10% of respondents age 18-24
indicated the same.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
• Women are leading the charge for tablet media consumption. 24% of women surveyed
indicated they spend two hours or more with their tablet every day, compared to 15% of
men in our study. 54% of all respondents indicated they use their tablet at least one hour
every day. Some consumers are even more dedicated to their tablet time. 19% of all
respondents indicated they use their tablet more than two hours every day.
• Advertisers running tablet campaigns should consider concentrating on the evening
hours. 39% of all respondents indicated the time of day they use their tablet the most is
7pm-12am. 44% of female respondents indicated this to be the time they use their tablet
the most. 49% of all respondents age 35-44 indicated the same.
• Consumers are shifting tasks formally done on their laptop to their tablet. 52% of all
respondents now use their tablet to watch TV/video, both recorded and live, as opposed
to their laptop/desktop. 50% indicated using their tablet to look up product information
and 49% indicated using their tablet to research products and services, as opposed to
their laptop/desktop.
• Consumers are more apt to respond to a tablet ad than a laptop ad. 56% of all respondents
indicated they were very or somewhat likely to engage with a tablet ad, as opposed to a
laptop/desktop ad.
• Men, more than women, make impulse purchases on their tablet. Men are over one and
adroitdigital.com
a half times more likely to make an impulse purchase on their tablet, as opposed to their
laptop/desktop, compared to women, 53% and 29% respectively.
• Consumers are turning to their tablet to make purchases. 55% of all respondents indicated
they are more likely to use their tablet, as opposed to their laptop/desktop, to make a
purchase or seek additional information about an item they have seen advertised on TV
or in a magazine.
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
5

6. Study
Demographics
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Gender
18 - 24 - 24
18
MaleMale
Female
Female
22%22%
40%
52%52%
40%
48%
48%
AGE
39%39%
25 - 34 - 34
25
23%23%
35 - 44 - 44
35
10%
USE THEIR TABLETS AND INTERACT 10%
55+
WITH DIGITAL ADVERTISING55+ 6% 6%
45 - 54 - 54
45
Base: n=1,000 Sums may not equal 100 due to rounding
45%
45%
55%55%
4% 4%
Yes Yes
No No
8% 8%
57%57%
45 - 54 17%54 17%
45 -
1
1
2
2
3
3
MoreMore than 3
than 3
18 - 24 10% 10%
18 - 24
31%31%
MEN
MEN
WOMEN
WOMEN
45 - 54 45 - 54
60% 60%
50% 50%
47% 47%
Men are more likely
to impulse purchase
on tablets than
women.
adroitdigital.com
1
1
2
2
3
3
MoreMore than 3
than 3
2014: ARE TABLETS TAKING OVER?
6
35%
50% - 74%- 74%
50%
21%
21%
adroitdigital.com
35% 29%
25% -25% - 49%
49%
26% 29%
26%
Less than than 25%
Less 25%
14
14

7. 55+
Study
ONE TABLET, TWO TABLETS,
THREE TABLETS, FOUR
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
8%
How many total tablets do
you have in your household?
43% of all respondents indicated they have
two or more tablets in their home. The
majority of this group, 31%, indicated having
two tablets in their household. 12% indicated
having three of more.
Evaluating household tablet ownership by age
group, there is a marked difference between
the youngest respondents and the oldest
22%
respondents. 17% of respondents age 45-54
indicated having three or more tablets in their
household. While only 10%39%
of respondents age
18-24 indicated having three or more tablets in
23%
their household.
4%
57%
45 - 54 17%
1
2
3
More than
18 - 24 10%
31%
40%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
1
2
3
More than 3
10%
6%
BETAMAX, WALKMAN, 8-TRACK TAPE,
ATARI, LAPTOPS?
45%
55%
Yes
No
Would you consider purchasing a tablet as
a replacement for your personal laptop/
desktop?
WOMEN
45 - 54
50%
47%
re than 3
50%
75%
Don’t take
away from
It appears men are more likely than women to move to a
19%
17%
tablet as a replacement for their personal laptop/desktop.
Men indicated a higher consideration rate for replacing their
personal laptop/desktop with a tablet than women, 60% and
50% respectively.
While still close to half, 47% of all respondents age 45-54
indicated the lowest consideration for purchasing a tablet
MINUTES PER DAY
as a replacement for their personal laptop/desktop.
Less than
30 - 59
60 - 120
More than
35%
Base: n=1,000 Sums may not equal 100 due to rounding
29%
adroitdigital.com
25%
Is it possible the computer for home and personal use will go
the way of the Betamax or other once disruptive devices?
55% of all respondents in our survey indicated they would
consider purchasing a tablet as a replacement for their
personal laptop/desktop.
adroitdigital.com
MEN
60%
Less tha
2014: ARE TABLETS TAKING OVER?
7

8. 3
More than 3
31%
45 - 54 17%
Study
8%
1
4%
2
55%
Yes
No
31%
3
1
2
3
M
18 - 24 10%
45%
More than 3
TABLETS ARE ON-THE-GO
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
57%
100%
6%
Don’t take tablet
USE THEIR TABLETS AND INTERACT
away from home
WITH DIGITAL ADVERTISING
19%
D
a
17%
19%
17%
29%
Less than 30
30 - 59
15%
adroitdigital.com than 120
60 - 120
More
11%
10% - 24%
25% - 49%
Less than 30
60 - 120
30 - 59
More than 120
61%
MEN
49%
60%
WOMEN 24%
MEN 15%
45 - 54
64%
21%
55+
58%
WOMEN
35 - 44 49%
35 - 44 49%
WOMEN 44%
20%
29%
40%
Base: n=1,000 Sums may not equal 100 due to rounding
10%
14%
29%
MEN
6%
30 - 59
Older respondents indicated the highest level of engagement
60 with every day tablet use. 64% of respondents age 45-54 120
39% and over, indicated they use
More than 120
and 58% of respondents age 55
their tablet more than two hours every day.
Less than
61%
49%
WOMEN 24%
MINUTES PER DAY
MEN 15%
45 - 54
64%
55+
58%
WOMEN
4%
35%
30 - 59 - 99%
75%
In today’s world, people are moving double-time to try to
60
keep pace with their busy lives. Despite this, consumers- 120 100%
More than 120
seem to have time to devote to their tablet every day.
Don’t take tablet
away from home35%
Over half, 54% of all respondents, indicated they use their
29%
tablet at least one hour every day. Some consumers are
even more dedicated to their tablet time. 19% of all
respondents indicated they use their tablet more than
Less than every 30
19% hours30 day. - 59 17%
two
60 - 120
More than 120
Women spend more time using their tablet than men.
adroitdigital.com
Almost half, 49% of all male respondents, indicated they
use their tablet at least one hour every day. This figure
increases to 61% of all female respondents. 24% of women
60%
indicated they spend two hours or more with their tablet
daily,MINUTES to 15% of men.
compared PER DAY
Less than 30
21%
How many minutes a day do you use your
50% - 74%
MINUTES PER DAY
tablet?
Less than 30
WOMEN 44%
25% - 49%
35%
26%
Less than 25%
IT’S TABLET TIME
35%
35%
45 - 54
60%
50%
47%
4%
Over one-third of all respondents, 39%,
indicated they take their tablet with them
1 50% or more of the time when theythan 3
2
3
More leave
home. Of this group, 18% take their tablet
with them 75% or more of the time.
WOMEN
More than 3
21%
94% of all respondents indicated they take
their tablet with them when they leave home
every day.
MEN
1
25% - 49%
2
3
50% - 74%
More than 3
75% - 99%
3
14%
31%
Less than 25%
2
29%
Today’s consumers are on the move and so
18 - 24 10%
are their tablets.
1
26%
When leaving home every day,
what percentage of the time do
you take your tablet with you?
45 - 54 17%
28%
39%
32%
2014: ARE TABLETS TAKING OVER?
8

9. MINUTES PER DAY
Less than 30
30 - 59
60 - 120
More than 120
35%
Study
29%
MORnING, NOON OR NIGHT?
Less than 30
60 - 120
What time of day do you use your
tablet the most?
30 - 59
More than 120
WOMEN 44%
60%
From early risers to night owls, people are using their
tablet all throughout the day. 61% of all respondents
indicated their tablet use is spread throughout the
day, from midnight to 7 p.m., but after 7 p.m. appears
to be the sweet spot for tablet users.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
39% of all respondents indicated the time of day they
35 - 44 49%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
39%
Less than
10%
10% - 24%
use their tablet the most is 7 p.m.-12 a.m. For consumers,
this is the time of day to unwind and catch up from
their busy day.
20%
25% - 49%
15%
11%
10%
Our survey suggests two prime audiences advertisers
should target tablet ads toward during this time, women
and adults age 35-44. 44% of female respondents
indicated 7 p.m.-12 a.m. to be the time they use their
tablet the most. Even more respondents age 35-44
indicated the same, 49%.
50% - 74%
5am
75% or
more
12a
m-
am
m
- 12
- 7p
7pm
m
5pm
- 5p
m
9am
- 9a
7am
5am
- 7a
m
5%
7%
10%
49%
adroitdigital.com
65%
55+
18 - 24
At home com
family room/k
At home priva
At work
Out of house,
35%
34%
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
9

10. 1
10% - 2
35 - 44 49%
WOMEN 44%
60%
Study
20%
25% - 4
15%
11%
10%
50% - 7
5%
75%
mo
Where do you10% your tablet the
use 11%
5%
most?
am
1 2a
m5am
- 12
- 7p
7pm
5pm
5pm
4%
5am
10%
49%
12a
7pm
5pm
15%
m-
- 12
am
m
- 7p
m
- 5p
- 9a
m
32%
75% or
7%
more
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
When asked where they use their tablet the most, close
9am
28%
50% - 74%
Our survey has answered many of these questions.
The remaining question to be answered is where do
consumers use their tablets the most.
7am
21%
25% - 49%
15%
- 7a
m
9am
10% - 24%
20%
5am
9am
-
5am
7am
-
- 7a
m
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
WHO, WHAT, WHERE, WHEN?
Less than
10%
m
39%
For 83% of all respondents, the answer is at home.
At home
family ro
At home
At work
Out of h
35%
34%
49%
At home common area, living room/
family room/kitchen
At home private area, bedroom
At work
70%
Out of house, but not work
35 - 44 56%
17% off all respondents indicated the place they use
their tablet the most is out of the home: 10% indicated
at work, and the other 7% out of the home, but not at
work.
55+
65%
The oldest respondents, those age 55 and over, are
18 - 24
35%
most likely to spend the majority of their tablet use
time in a common area of the home. Whereas the
youngest respondents, are least likely to use their
34%
tablet in a common area, 65% and 35% respectively.
18 - 24
35 - 44 52%
adroitdigital.com
52%
50%
49%
34%
25 - 34 50%
10%
65%
55+
25 - 34 61%
to half, 49%, indicated a common area in their home,
living room/family room/kitchen, to be the place they
use their tablet the most. An additional 34% indicated
7%
the area they use their tablet the most, is a private area
of their home, i.e., bedroom.
25 - 34 61%
35 - 44 56%
58%
56%
25 - 34
55+
14%
42%
31%
oks
bo
23%
/m
a
Base: n=1,000 Sums may not equal 100 due to rounding
s an
gaz
ine
s
ds
ret
er
ail
ow pur vices
se ch
for ase
pur or
od
uct
cha
inf
orm se
che
atio
ck
n
sta
tem
s, l
ent
ive
s
or
rec
ord
vel
ed
arr
ang
em
ent
s
52%
duc
t
35 - 44 52%
34%
29%
11%
50%
49%
adroitdigital.com
WOMEN
23%
25 - 34 50%
70%
53%
MEN
31%
2014: ARE TABLETS TAKING OVER? 10
Yes
No

11. 2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
Tablets are used
most in the common
areAs of the home.
adroitdigital.com
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
11

12. %
6%
Don’t take tablet
away from home
Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
TABLET VS. LAPTOP
Less than 30
WOMEN
61%
30 - 59
MEN
49%
60 - 120 browsing, reading, shopping, or
When
WOMEN 24%
More than 120 to music, what percentage
listening
MEN 15%
of the time do you use your tablet
45 - 54
64%
compared to your laptop/desktop?
55+
58%
With multiple devices to choose from, which device do
consumers see as their go-to device for web browsing,
reading, shopping or listening to music?
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
19% of all respondents use their tablet as their go-to device
a majority of the time. This group indicated using their
tablet 50% or more of the time when browsing, reading,
shopping or listening to music. Close to one-third of all
respondents, 32%, use their tablet 25% or more of the time,
compared to their laptop/desktop.
21%
28%
10% - 24%
32%
25% - 49%
15%
50% - 74%
75% or
more
40%
Less than
10%
4%
adroitdigital.com
49%
Base: n=1,000 Sums may not equal 100 due to rounding
adroitdigital.com
At home common area, living room/
2014: ARE TABLETS TAKING OVER?
12

13. 65%
55+
Study
18 - 24
At h
fam
At h
At w
Out
35%
34%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
35 - 44 56%
As technology advances and new devices continue to
be introduced, all things being equal, a new device will
displace an older one. This can be seen in our survey.
Consumers are now performing tasks on their tablets,
which they used to depend on their laptop/desktop to
perform.
52%
50%
49%
34%
25 - 34 50%
70%
35 - 44 52%
Which activities do you use your
tablet for that you used to perform
on a laptop/desktop?
25 - 34 61%
OUT WITH THE OLD, IN WITH
THE NEW
31%
Our respondents indicated a significant shift in behavior
in association with certain tasks, which they used to
perform on their laptop/desktop. 52% of all respondents
now use their tablet to watch TV/video, both recorded and
live, as opposed to their laptop/desktop. 50% indicated
using their tablet to look up product information and
49% indicated using their tablet to research products
and services.
Res
e
new
s/b
oo
arc
ks/
hp
ma
rod
gaz
uct
Ma
ine
s an
ke
s
ds
a re
erv
tail
br
ice
Loo
s
k u owse purch
pp
for ase
rod
pur or
uct
cha
Pay
inf
bill
Wa
orm se
s/c
tch
atio
hec
tv/
n
ks
vid
tat
eos
em
, liv
ent
Bo
eo
s
ok
r re
tra
cor
vel
ded
arr
ang
em
ent
s
11%
Rea
d
Advertisers prospecting the 25-44 year old audience
for product discovery and research should be looking to
tablets for advertising. Over half of all respondents in
this age range indicated they now use their tablet more
than their laptop/desktop to look up product information
and to research products and services.
23%
adroitdigital.com
8%
19%
MEN
36%
adroitdigital.com
WOMEN
25 - 34
60%
51%
60%
2014: ARE TABLETS TAKING OVER?
13
Very
Some
Not li

14. B
tv
40%
MEN
28%
35 - 44 35%
51%
WOMEN
32%
9
$10
0$24
$2 5
9
0o
rm
ore
- $4
9
$2 5
$5 0
der
Un
When 13% 13%a campaign strategy, advertisers should
planning
carefully weigh which medium will garner the greatest
campaign engagement rate against their performance
goals. likely
Very
60%
Somewhat they
When asked iflikelywere more likely to respond to an
Not likely
ad on their tablet, compared to their desktop, the
majority, respond on they were very or somewhat
Won’t 56%, indicated
likely to engage with a tablet ad, as opposed to a
tablet, but would
laptop/desktop ad. Of this group, 19% indicated they
on laptop
were very likely to respond to a tablet ad, as opposed to
a laptop/desktop ad.
- $9
9
$10
0$24
$2 5
9
0o
rm
ore
$50
$2 5
der
At home common area, living room/
19%
15%
family room/kitchen
At
4%home private area, bedroom
At work
Out of house, but not work
- $4
9
60%
25 - 34
Un
USE THEIR TABLETS37% INTERACT
AND
WITH DIGITAL ADVERTISING
t work
Men are more apt to be very likely or somewhat likely
to respond to a tablet ad, as opposed to a laptop/
desktop ad than women, 60% and 51% respectively.
Very likely
Somewhat likely
Not likely
Won’t respond on
tablet, but would 50%
MEN
on laptop
37%
60% of respondents age 25-34, more than any other
age group, indicated the highest response rate to be
very or somewhat likely to respond to a tablet ad, as
opposed to a laptop/desktop ad.
53%
41% 29%
WOMEN
25 - 34
56%
TO BUY OR NOT TO BUY
58%
42%
32%
Are you more likely to make an impulse or
23%
23%
unplanned purchase from your tablet, as
20%
opposed to your laptop/desktop?
17% 17%
Yes
53%
MEN
44%
14%
55+
on area, living room/
WOMEN 29%
%
chen
25 - 34
56%
e area, bedroom 55+ 14%
14%
25%
15%
13%
13%
No
44%
Retailers should take note, tablet shoppers may be easier to drive to an
9%
unplanned or impulse purchase.
%
6%
ut not work
gg
Au
oo
to/
ds
aut
or
Ap
ela
par
ted
el/
sho
es/
acc
s.
Fin
anc
e
Tra
Foo
vel
d/r
est
aur
ant
s
rits
spi
r
nce
ura
rov
ide
eau
G
rts
/sp
o
rtin
and
ne
Ins
Wi
le/
pho
ne
p
&b
alth
He
Cab
Spo
35 - 44 35%
Lei
s
ure
rta
Ent
e
Respondents age 25-34, indicated the highest likelihood to make an impulse
tablet purchase, 56%. Those age 55 and over, indicated the least likelihood at
14%.
ty
pro
vid
er
Ins
ura
nce
ine
and
spi
rits
po
rtin
gg
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Men appear to be bigger impulse tablet shoppers than women. Men are over
one and a half times more likely to make an impulse tablet purchase, compared
15%
to a laptop/desktop, than women, 53% and 29% respectively.
13%
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9%
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42% of all respondents indicated they are more likely to make an impulse or
32%
unplanned purchase when using their tablet, as opposed to their laptop/
desktop.
25%
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adroitdigital.com
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an advertisement on your tablet,
compared to your laptop/desktop?
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2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
23% 23% you more likely to respond to
Are
19%
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ADS MORE LIKELY ENGAGED ON
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2014: ARE TABLETS TAKING OVER?
14

15. 34%
25 - 34 50%
35 - 44 52%
31%
Yes
No
Study
23%
11%
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
HOW MUCH IS TOO MUCH?
%
28%
When it comes to making a tablet purchase, are people spending
big or hardly spending? It appears from our survey results, both are
true.
23% 23%
26% of all respondents indicated they are comfortable spending
$100 or more when making a tablet purchase.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
An almost equal amount of respondents, 28%, indicated they are
13%
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Those who indicated comfort with the largest tablet purchase
amount, were respondents age 35-44. 35% of this group indicated
19%
comfort with a tablet purchase amount of $100 or more.
- $4
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comfortable with a maximum tablet purchase amount of less than
$25.
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what amount are you comfortable spending?
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MEN
WOMEN
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Somewhat likely
Not likely
Won’t respond on
tablet, but would
on laptop
51%
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spending big or
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25 - 34
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adroitdigital.com
50%
44%
41%
32%
23%
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23%
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adroitdigital.com
17% 17%
14%
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13%
2014: ARE TABLETS TAKING OVER?
15%
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2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
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What tablet advertiser category are you
60%
most likely to respond to on your tablet?
MEN
Very likely
51%
When asked which advertiser category consumers are mostly likely
WOMEN
Somewhat likely
to respond to on their tablet, Food, Fashion, and Entertainment
60% the list.
Not likely
topped
Won’t respond on
Of all respondents, 44% indicated ads related to Food/Restaurants
tablet, but would
are the ads they are most likely onrespond to from their tablet.
to laptop
37%
Entertainment/Gaming also proved a popular category for tablet
advertising engagement, 41%. Apparel/Shoes/Accessories completed
the top three categories for likelihood of tablet ad engagement, 32%.
25 - 34
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
50%
44%
41%
32%
23%
25%
23%
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ts
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adroitdigital.com
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Base: n=1,000
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
16

17. TO TABLET OR NOT TO TABLET
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
CP
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Are you more likely to interact
with advertising on your tablet, as
opposed to your laptop/desktop?
45% of all respondents indicated they are more
likely to interact with tablet advertising, as opposed
to laptop/desktop advertising.
55%
55%
45%
45%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
MEN
WOMEN
MEN
18 - 24
WOMEN
18 - 24
Yes
No
Yes
No
Men are more likely than women to interact with
tablet advertising, as opposed to laptop/desktop
advertising. Of our respondents, 51% of male
respondents, compared to 38% of female respondents,
indicated they are more likely to engage with tablet
advertising, than laptop/desktop advertising.
The group most likely to interact with tablet
advertising, as opposed to laptop/desktop advertising,
is young adults 18-24, 55%.
45%
45%
51%
38%
51%
55%
38%
55%
MEN
WOMEN
MEN
18 - 24
WOMEN
55+
18 - 24
Base: n=1,000 Sums may not equal 100 due to rounding
55+
4
40
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
32%
70%
62%
70%
62%
Younger adults
are more likely
to interact with
tablet advertising.
adroitdigital.com
32
17
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Are tablets the most effective place to advertise for
consumer engagement? It seems the audience is
split.

18. on laptop
7%
50%
Study
44%
41%
WHERE DO THEY GO TO PURCHASE?
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
32%
After seeing an ad on TV or seeing an 44%
23%
23%
ad in A magazine for an item of interest,
20%
are you more likely to seek additional
17% 17%
information or purchase32% item from
14% the 13%
13%
your tablet, as opposed to your laptop/
9%
desktop?
25%
6%
3%
25%
15%
23%
20%
The majority of tablet owners in our survey turn to their
tablet14%make a purchase or seek additional information,
to
15%
after seeing an ad 13%TV or in a13%
on
magazine for an item of
interest, as opposed to their laptop/desktop.
9%
ent
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USE THEIR TABLETS AND INTERACT
55% of all respondents indicated they are more likely to use
WITH opposed to their ADVERTISING
their tablet, asDIGITAL laptop/desktop, to make a
He
purchase or seek additional information about an item they
have seen advertised on TV or in a magazine.
45%
Men are more likely than women to turn to their tablet. Of
all male respondents, 61% are more likely to use their tablet
to make a purchase or seek additional information about an
item they’ve seen advertised on TV or in a magazine, as
opposed to their laptop/desktop. This is in contrast to 48%
of female respondents who indicated the same.
Evaluating results within the age demographic, there is a
decline in the likelihood to turn to a tablet as opposed to a
laptop/desktop, as age increases. The youngest adults, age
45%
55%
18-24, indicated a 60% likelihood to turn to their tablet,
while 32% of those age 55 and over indicated the same.
Yes
No
45%
Yes
No
Yes
No
55%
adroitdigital.com
51%
38%
55%
Yes
No
61%
48%
60%
MEN
WOMEN
18 - 24
32%
55+
61%
WOMEN
48%
Base: n=1,000 18 - 24may not equal 100 due to rounding
Sums
60%
55+
32%
MEN
adroitdigital.com
70%
62%
2014: ARE TABLETS TAKING OVER?
18

19. MEN
Study
WOMEN
18 - 24
51%
38%
55%
61%
48%
60%
MEN
WOMEN
18 - 24
32%
55+
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
DEALS AND DISCOUNTS
70%
62%
What types of tablet advertising
content are you most likely to
respond to?
Consumers respond to deals and discounts.
When asked which types of tablet ads they are most
likely to respond to, the majority of all respondents,
62%, indicated deals/discounts/promotions as the
number one thing that would make them most
likely to respond to a tablet ad.
28%
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
20%
on
ten
to
t
soc
Co
ial
nte
me
Int
nt
era
dia
rel
ctiv
eva
Co
nt
ev
nte
to
ide
nt
you
o
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r in
ter
nt
to
est
you
s
r lo
cat
ion
Co
nte
nt
or
link
ed
exc
lu
inf
orm
atio
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16%
er f
Off
27%
siv
ec
tio
mo
uct
rod
ns/
pro
wp
po
Ne
/co
u
nts
Dis
cou
Location based advertisements are least likely to be
responded to by our survey respondents, 16%.
ns
Our survey respondents also indicated they are
likely to respond to tablet ads related to their
interests, 41%. This may be a strong indicator for the
importance of audience targeting around subject
matter.
Respondents in our survey are likely to respond to
tablet ads when they’re looking for new product
information, 40%. This may be a possible indicator
for the importance of prospecting campaigns for
tablets.
41%
40%
Base: n=1,000
1 in 8 globally
to have a tablet
by 2017
adroitdigital.com
††
adroitdigital.com
2014: ARE TABLETS TAKING OVER?
19

20. Study
2014:
ARE TABLETS
TAKING OVER?
A SNAPSHOT OF HOW CONSUMERS
Conclusion
As forecasts predict, tablets will only become more prolific in the next five years. What’s not
clear is if brand marketers are prepared to meet the increasing demand for engaging and
relevant ad content: This includes ads that take full advantage of the tablet’s feature set, and
more importantly, the way in which consumers use them.
The shift to tablet media consumption is happening faster than advertiser dollars are
shifting to this medium, and faster than advertising methods are changing to take full
advantage of it. When online took flight in the late 90s, it was truly disruptive to advertising
as we’d known it. Tablets and other mobile media are using that disruption to leap frog to a
new level of media disruption.
USE THEIR TABLETS AND INTERACT
WITH DIGITAL ADVERTISING
Tablets are increasing media consumption from print, with publications and content
exclusive to tablets, from radio, with applications like Pandora and Spotify, from broadcast
and cable TV, with programming apps and online video content, and from online, with
shifting viewing hours, gaming and shopping dollars. Tablets provide consumers with the
ultimate control over when, where, what and how much content they consume. With their
portable ease and the wide availability of Wi-Fi, tablets provide consumers with a means to
connect almost any place, and at any time.
Tablets are being used for entertainment, social networking, communication and business.
The challenge for advertisers is to find the appropriate content mix to satisfy the various
modes of consumer use. The key to success will be the ability to deliver the right message,
at the right time, in the right place, and through the right medium. To do this, advertisers
will need to depend on data to inform their targeting.
Consumers expect more from tablets, as they are highly personal devices, than from other
forms of media. Tablets aren’t simply an addition to the media mix, but a link that can tie all
other forms of media together. The clear winners in tablet advertising will be advertisers and
agencies that fully understand the unique opportunity tablets bring to maximize consumer
engagement, and leverage that to their full advantage.
adroitdigital.com
adroitdigital.com
2014: ARE TABLETS TAKING OVER? 20

21. Who We Are
At Adroit Digital, we believe people move technology,
not the other way around. Our team of programmatic
experts uses human insights, our exclusive data set and
unmatched media access to intelligently drive marketing
performance. We work hard to delight our customers
every day. We have offices in New York, Boston and
San Francisco. For more information, please email
“hello@adroitdigital.com” or visit us online:
www.adroitdigital.com
Sources:
* Tech News Daily, iPads Help Make Tablets Fastest Spreading Technology Ever, May 2012
http://www.technewsdaily.com/4270-ipads-tablets-fastest-spreading-technology.html
† Pew Research Center – Internet & American Life Project, Kickuhr, K., June 2013, Tablet Ownership
http://www.pewinternet.org/Reports/2013/Tablet-Ownership-2013.aspx
†† Forrester Research, Gownder, J., August 2013, Global and Consumer Tablet Forecast Update, 2013-2017
http://blogs.forrester.com/jp_gownder/13-08-02-global_business_and_consumer_tablet_forecast_update_2013_to_2017_0
All registered trademarks and logos contained herein are the sole property of their respective owners.
Contact Us
For press inquiries please contact:
Hollis Guerra, Blast PR
hollis@blastpr.com
For sales inquiries please contact:
hello@adroitdigital.com
(855) 6-ADROIT (623-7648)
adroitdigital.com
21