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BREAKING NEWS & VIEWS
Tablets Are The Fourth ScreenWednesday, August 8, 2012 With up to a quarter of smartphone owners also using a media tablet, according to comScore, the iPad, Kindle Fire and upcoming Andorid and Windows tablets are emerging as a fourth screen for many Americans. But as publishers target their core audiences, they need to  keep in mind how each device skews to different audiences. While it is not fair to say that iPads are from Mars and Kindles are from Venus, the gender split between the two platforms is worth noting. According to comScore’s TabLens survey of over 3,000 tablet owners, 52.9% of iPad owners are male, compared to 43.4% of Kindle Fire owners. Android tablet owners split the difference, with only a slight skew (50.9%) to male. And not surprisingly given the cost differentials, 46.3% of iPad owners are in $100,000+ households, compared to 33.3% of Kindle Fire owners. Whatever the differences within the tablet category among owners, the overall tablet category continues to be a winner both for users and for businesses that get ahead of this fast moving curve. In terms of overall satisfaction, iPad and Kindle Fire score a high 8.8 and 8.7 respectively on a 1-10 scale, while event the struggling Android-based large screen devices enjoy a 8.2 rating. But far and away the most attractive aspect of this new fourth screen is its close association with the pot of gold for publishers and marketers – the purchase process itself. Even in these early stages, 39% of tablet owners use the device to purchase physical goods. A truly remarkable 44% are accessing their bank accounts on tablets. The real promise of the tablet sits with the remarkable comfort and ease with which people are inserting the device into their path to purchase. Ultimately, this is what leads the way to advertiser investment here no matter the current hurdles with ad standardization and business models. The tablet is too integral a piece of the multi-screen consumption patterns to be overlooked for long by marketers. Ad money doesn’t necessarily follow the eyeballs so much as it follows the money and where it is being spent and where decisions about how it is being spent are made.  If you have breaking news to share please contact min’s editors.
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