Tablet click-through rates for branding campaigns 250% higher than smartphones

New research from Adfonic has revealed that click-through rates (CTRs) for branding campaigns are 250% higher on tablets than they are on smartphones.

The research was accumulated from billions of ad impressions across Adfonic’s platform and based on cost per thousand impressions, rather than with cost per acquisition, cost per click or cost per impression.

Results showed that for every two clicks on a smartphone, there were five on tablet – significantly higher than the smaller-screened device.

The research further revealed that tablet users are generally more active in the evening (63% of requests coming after 2pm), whereas the CTR for smartphone users was higher between midnight and morning.

Recent research from Parks Associates showed that more than one third of tablet owners use the device as a second screen to search for programme information and listings – tablets are substituting interactive programme guides, hence the increased usage in the evenings.

However, despite the exponential CTR growth on tablets, when it comes to app-generated revenue, smartphones will dominate the chart this year with an expected $16.4 billion in comparison to the tablet’s $8.8 billion, according to ABI research.