Ads viewed on tablet devices are more likely than ads on e-readers to attract the attention of consumers and engage them in key buying-related activities, according to a new study by GfK MRI Starch Advertising Research, which explores how digital magazine readers respond to ads on the two platforms.
On average, 55% of surveyed consumers who read magazines on tablets "noted" (saw or read) a magazine ad on their device, compared with 41% of those using e-readers.
Tablet ads are even more successful than print ads: Among hard copy ads measured by Starch Research in 2010, the average noting score was 53%.
Below, additional findings from a survey of roughly 7,000 users of magazine apps on tablets and e-readers, by Starch Advertising Research, a unit of GfK MRI.
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