Pulling data from thousands of campaigns and almost 300 billion impressions across a mix of advertisers and publishers, comScore says that 54% of ads are not in-view, according to a presentation given by VP of Marketing and Insights, Andrew Lipsman, at the Advertising Research Foundation conference (first reported by AdAge here). That’s significantly worse than figures released by comScore last year, which estimated 31% of impressions to be not in-view. The latest figures are more representative of reality, whereas the earlier ones are more of a “best-case scenario,” according to Lipsman.
ComScore
54% of Online Ads Aren’t Viewed – comScore
by MarketingCharts staff
80 Million Americans Now Own Tablets
Source: https://intelligence.businessinsider.com/welcome
Tablet penetration is skyrocketing in the U.S.
According to Pew, U.S. tablet penetration stood at 34% in May, up from 25% in November.
In more concrete terms, that means roughly 80 million Americans now own a tablet. The most recently available smartphone penetration numbers, from comScore in April, show 139 million Americans owning a smartphone.
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Tablet penetration is still highest, unsurprisingly, among households with an income over $75,000.
Interestingly, however, penetration is highest among Americans aged 35 to 44, followed by those aged 45 to 54 — not among the youngest demographics.
That represents a divergence from smartphone penetration growth, which skewed towards younger demographics first. There are a few possible reasons for this:
- Older consumers have more money to spend on electronics.
- Tablets, with their touch screens and simple navigation, are easy to use for older consumers, who tend to be less tech-fluent.
- In any case, older consumers are now familiar with mobile-connected devices — it’s not a large jump from smartphones to tablets. A tablet isn’t an entry-level smart device for them.
- Tablets don’t have as much utility for younger consumers as laptops, so if cash-strapped younger consumers want to own one device in addition to a smartphone, it’s likely to be a PC.
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