Let’s get our minds out of the gutter and come back to media and marketing. We are asking about screen size here! Does the size of your smartphone/tablet screen make a difference in the way you go about your activities?
There’s no doubt about it: We live in a multiscreen world, and content publishers know that if there’s a screen out there to which they’re not able to deliver, they’re missing out on potential viewers and possibly leaving money on the table (Schumacher-Rasmussen, 2013).
Every year a new smarter, faster, bigger smartphone and/or tablet comes to market. We carry these devices with us everywhere and access them for a various activities including entertainment, paying bills, and shopping. But, do we, as consumers and marketers, need bigger?
The simple answer is yes! How often do you look something up on a smartphone only to move to a tablet or PC to make the actual purchase because there is a bigger screen? I find myself doing this a lot. The larger screen provides a better user experience when shopping. It makes it easier to compare and research a product, and then ultimately make a purchase.
In a 2015 report conducted by IBM, retail websites saw 34.2% of visits from smartphones versus 12.8% from tablets. When it comes to completing the purchase, the numbers reflect a different behavior. Consumers purchase using their tablets 13.6% of the time versus 10.7% for smartphones1. The report suggests that consumers prefer the larger screen to learn about and ultimately purchase their items (Frank, 2015).
Various reports suggest that a larger screen is optimal, but what do you say?
Frank, L. (2015, July 01). Adapting Your Testing to Consumer Behavior. Retrieved September 19, 2016, from http://www.sitespect.com/blog/adapting-your-testing-consumer-behavior
Schumacher-Rasmussen, E. (2013, May 30). Streaming Forum Preview: Does (Screen) Size Matter for Advertisers? Retrieved September 19, 2016, from http://www.streamingmediaglobal.com/Articles/Editorial/Featured-Articles/Streaming-Forum-Preview-Does-(Screen)-Size-Matter-for-Advertisers-89931.aspx