Head of the Internet Advertising Bureau (IAB), Jon Mew, has urged marketers to know what device their contacts are using, marketingweek.co.uk reports.
Many business using email marketing lump tablet and smartphone usage into the mobile category. Research by the IAB, however, has suggested that tablet users may not be as mobile as is often thought.
Instead of being strictly mobile, three quarters of tablet users do so in their home. This, Mew suggests, makes them more like desktop computers.
Tablet users, however, see their device as an entertainment tool, so are more likely to use it whilst watching TV than mobile or desktop users.
In addition, tablet users are more likely to stream online videos than other users and stay tuned for longer when they do. They are also more likely to use the device for shopping and rack up around four and a half hours a week doing so.
These results, Mew suggests, paint a different picture of tablet users than many marketers have in mind. This, he claimed, marks tablets out as neither desktop computers or tablets, but a mixture of them both, iabuk.net reports.
Marketers need to find out what device their recipients are using in order to target them in the most effective way possible.