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Everyday a new App arrives for our smart phones. Meanwhile, consumers are buying tablets at an increasing pace. Brand Marketers need to understand how each device is used so they can provide the most effective messaging for each device. We also need to dive deeper to find how Moms use them to research purchasing decisions. Below is another insightful article from Adweek on the trends:

Per Adweek: Data Points: How We Use Our Mobiles

Smartphones get around, but tablets are most likely to come out in the living room or the bedroom. By Lucia Moses

Context is everything. Some mobile habits overlap, but there are significant differences in how consumers use their tablets and smartphones which marketers need to understand to effectively use the devices. Like portable personal assistants, smartphones accompany us everywhere. They tend to be used primarily for task-related activities, like sending email, going online and sending text messages, so text message and shorter ads have been successful in this environment. Tablets, meanwhile, are most likely to be taken out at home and used for long-term media consumption, so users may be more tolerant of longer ads as long as they don’t get in the way of their media experience.

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http://www.adweek.com/news/advertising-branding/data-points-how-we-use-our-mobiles-139448