People who browse on tablets are twice as likely to go to shopping sites, and three times more likely to browse news sites than people who browse on smartphones, according to a survey conducted by Flash Networks, mobile Internet optimisation and monetization solutions provider.
Conversely, those who browse on smartphones are more than twice as likely as tablet users to engage in social networking activity, such as Facebook and LinkedIn.
The findings were based on mobile internet traffic data retrieved from operators in Western Europe and Asia during March of 2013.
The research suggests that although tablets are also a mobile device, consumers tend to behave more like PC users than smartphone users when they browse and engage with shopping and news sites. Yet, when it comes to checking in and updating social networks, subscribers are more likely to do so on the move, using a smaller device.
Flash Networks collected this data using Harmony Analytics which provides the ability to drill down and analyze traffic based on devices, domain, bearer (e.g. 3G, 4G), data plan (e.g. prepaid, postpaid), application, or any combination of these factors. This analysis is helpful for identifying browsing behavior for advertisers to monetize the mobile Internet.
“We are continuously evolving our analytics to help operators have a greater understanding of application level trends and subscriber behavior,” said Merav Bahat, Vice President of Marketing and Business Development at Flash Networks. “Mobile operators are currently in a position to share valuable information about subscriber preferences that can unlock the key to realizing the potential of mobile advertising.”