Tablet devices could focus viewers’ attention on video content – and ads – far more than any other screen, including TV, new research has found.

Consumer polling by IPG Media Lab for video ad tech firm YuMe shows tablet users are least likely to multi-task whilst watching video.

“[With TV], that primary focus is on very long-duration things like cooking. The tablet, less so,” said YuMe marketing SVP Ed Haslam at a round-table to present the findings. “Tablet is king of ‘I don’t multi-task at all’.”

By IPG Media Lab for YuMe
By IPG Media Lab for YuMe

Although the attentions of viewers of most video screens are on a primary task other than their content, the necessity to hold a tablet seems to command users’ attention.

Within these tablets, it is dedicated apps and not not the web, which is known for encouraging user journeys, that enjoy highest likelihood of mono-tasking.

“In-app experiences on younger demos have most focus,” Haslam added. “All of this commingles to create the best ad recall device out there right now across screens.”

By IPG Media Lab for YuMe
By IPG Media Lab for YuMe

For more insights, watch Haslam’s presentation in this video.  You can download this research report here.  

This is part of  a video series produced from the YuMe Research Roadshow under a sponsorship arrangement.

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