New eye tracking research: Desktop vs. tablet display advertising effectiveness

Tablet usage has exploded recently with 23.6% of US Smartphone owners also using a tablet in the period of Feb-Apr 2012, according to ComScore. Last year just 9.7% of Smartphone owners also used tablets. This has potential impact on how influential display advertising is to an ever-growing mobile web user.

The purpose of this study was to determine what differences, if any, there are in the effectiveness of display advertising on a PC vs. tablet device. Using Tobii’s eye tracking technology, Mediative gained insight into:

  1. What differences there are in views and glances captured by display advertising on a desktop vs. an iPad.
  2. How people observe web pages containing advertising elements in various format types.
  3. Whether ads perform better in specific vertical website categories.

Download the full research study