Does Size Really Matter?

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

Schumacher-Rasmussen, E. (2013, May 30). Streaming Forum Preview: Does (Screen) Size Matter for Advertisers? Retrieved September 19, 2016, from


2 thoughts on “Does Size Really Matter?

  1. First off, what a great opening to this blog post. If your goal was to capture the audience of the easily-amused male brain, then congratulations – it worked! Ha!

    Next, this conversation in the realm of cell phones (still a term I use) always amuses me, because I remember when I first started working in the cellular field back before Cingular purchased AT&T (and then chose AT&T’s name as the more recognizable brand), the whole concept of phones was to get them as small as popular so they could easily fit into your pocket or the palm of your hand. When the Pantech C300 came out (which literally fit into the palm of your hand), we sales employees marveled at just how far we had come. Now if a brand tried to release that phone, it would likely be instant death for the brand.

    But I agree with you, when it comes to screen size, bigger is better. I would much rather go to a larger screen than use the mechanisms of a smartphone to enlarge the screen to a readable size, and thereby lose out on much of a given page. Beyond that, I’m still old-fashioned in the sense that I greatly prefer the idea of a full keyboard rather than the tiny ones that appear on a smartphone or even a tablet. In either case – bigger is indeed better in my opinion as well.

    Liked by 1 person

  2. Does size matter? That’s a good question! My initial thought was consumers are just conditioned to think that screen size matters. Sometimes consumers tend to buy the latest and greatest smartphone just because it’s the hot new item on the market. In fact, John Wallen, a writer for TechRepublic and, said it best “If a larger screen size cuts down on the practicality of a mobile device, then the size doesn’t matter and consumers will opt for a smaller screen over a more practically sized device. If you manage to pull off a larger screen while not compromising the practicality and usability of the device, then size does matter and people will flock to your smartphone” (Wallen, 2015). However, from a marketer’s perspective, screen size does matter. In fact, in a survey by Dartmouth Professor Praveen Kopalle, 72 percent of respondents said they don’t click on ads because the screen is too small (Horowitz, 2016). It’s important for marketers to ensure their website is optimized in a way to fit multiple screen sizes for a positive mobile consumer experience.

    Horowitz, B. (2016, May 5). When Size Really Does Matter. Retrieved October 05, 2016, from

    Wallen, J. (2015, April 21). Does size really matter? – TechRepublic. Retrieved October 05, 2016, from


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