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Marketers Keep Up with Divergent Behavior on Smartphones and Tablets
eMarketer / July 8, 2013
Categorizing tablets has vexed marketers since Apple first introduced the iPad in 2010. Several years into the tablet market’s dramatic expansion, the distinctions between smart devices are becoming clearer.
According to a new eMarketer report, “Key Digital Trends for Midyear 2013: The Fragmentation of Mobile,” diverging use cases on smartphones and tablets herald the end of mobile as a monolithic category. Increasingly, advertising and commerce solutions will need to respond to not just different screen sizes, but also different screen uses.
Distinctions in use between the smartphone, tablet and “phablet” are driven in part by form factor. Tablets, with their larger screens, offer a better experience for so-called “lean-back” activities like media consumption, shopping and experiences.
Overall, more US consumers shop on their smartphones than on their tablets—102 million vs. 94 million in 2013, according to April estimates from eMarketer. That is partly because more consumers own smartphones than they do tablets and use them in more situations. On a percentage basis, a larger share of tablet owners (84%) are forecast to shop on their devices, compared with smartphone owners (75%).