There continues to be so much written about tablet devices and tablet audiences. For good reason, tablets have exploded onto the media scene in the 3 years since the iPad was launched, and have become the quickest adopted consumer electronic product in history.
Much has been made about the battle between Apple’s iOS platform and Google’s Android platform that power mobile devices. Android has overcome iOS worldwide in device market share, yet iOS has continued to hold a dominant position in mobile web usage.
How will content publishers and media companies deliver content that optimizes user experiences across touch-enabled devices? Clearly, simply offering “desktop” content designs to users on tablet devices doesn’t make sense, but no clear strategy has emerged on what users want from content websites (and from advertisers on content websites) yet in the market.
At PadSquad, we power great content on tablet devices across our responsive design platform. In June 2013, some quick interesting data from across our Tablet Engagement Platform from publishers in Lifestyle, Parenting, Sports, Gaming, and Technology content has started to emerge.
It’s no surprise that the iPad is the dominant device used on our platform, with a commanding lead at 94% in June. Two Android devices, the Google Nexus 7 and the Samsung Galaxy Tab follow in the 2nd and 3rd spot with 2.65% and 2.27% respectfully. Tablet devices from Asus, the Kindle Fire, and the Barnes & Noble Nook all came in under 1% on our platform in June.
From a web browser perspective, Safari from Apple also dominates across PadSquad’s mobile web tablet network, with an 81% share in June. Chrome ranked second at 9.65% and Android Browser third with 6.78%. Opera at 1.71% followed by Firefox and Amazon Silk, both at below 1%, bring up the rear in June browser usage.
When it comes to what time of day users are most likely to be consuming content via tablet devices, PadSquad Platform data proves that the tablet really is a “prime-time” device. In June, approximately 40% of tablet advertising impressions were served across our tablet platform during the 6 hours of prime time between 7:00p-1:00a ET (allowing for west coast viewers prime time usage.). This gives new meaning to why the tablet may be considered the new bedroom tool.
Perhaps most interesting, we’ve started to see data from usage of social platforms on tablet devices emerge. On PadSquad’s Platform, Pinterest is the dominant referral of traffic to our publisher websites, driving more than 84% of visits and page views from referral sources. StumbleUpon ranked second in June at a little more than 10%, while Facebook ranked an almost non-existent 1.58%. Twitter, Reddit, BuzzFeed, Pocket and numerous others all came in under 1%.
Interestingly enough, when it comes to sharing content from users who are engaging with our publishers’ websites on tablets, the #1 social platform of choice to share with is Pinterest as well. Users on the PadSquad Platform share content on Pinterest 3x more than they do using Facebook.
Does this mean Facebook has a tablet problem? Do users who are engaging with content on tablet devices prefer large images and Pinterest-style formats? How can publishers take advantage of these early trends from tablet audiences? These are all the types of questions we’ll dive into on our site in the coming months. Drop me a line @meehandaniel or to the PadSquad team @PadSquadMedia on Twitter to start a conversation. Thanks!