When choosing between buying a mobile device or another, many users are especially focused on the size of the screen, mainly those who usually surf the Internet and social networks constantly and from anywhere. This growing habit has undoubtedly driven marketing and mobile advertising between companies and brands.
To improve the user experience, the new terminals add improvements and new features as well as a notable increase in the sizes of their screens. However, despite the evolution of the different terminals and devices, curiously it seems that having a larger or smaller screen has no influence at all when viewing ads.
This is evidenced by the latest research carried out by Jumptap throughout the first quarter of 2012, examining for it about eight different mobile devices, among which the Samsung Galaxy Tab is the largest, with 25.6 centimeters, and the Sony Xperia Mini as the smallest, with 6.3 centimeters.
The truth is that according to the study data, the device in which the highest number of clicks per ad is made is the Kindle Fire, whose screen size is almost 18 centimeters and whose percentage is 1.02%. The famous iPad, with a screen size of 24.6 centimeters, has a percentage of 0.90% while the iPhone, with 10 centimeters, has a 0.84%. The Samsung Galaxy Tab, device with the largest screen of this analysis, has instead a 0.53% average clicks per ad. Taking into account these data, it does not seem that there is at all a correlation between screen size and the tendency or greater possibility for the user to click on an advertisement.
No doubt the results are striking especially in terms of Kindle Fire is concerned. However, the study does not seem to delve into certain aspects that could be relevant, such as the type of advertising, the number of ads that are shown to users of each type of device, the frequency of the same, formats, if they correspond to Ad seen through navigation or in-app etc …
Apple with its own advertising platform could maintain an advantage over other devices since mobile device users such as the iPad or iPhone would be exposed to a greater number of ads, although it is also true that more advertising does not imply that it has to be more effective or relevant. In this case iPad ads (0.90%) seem to have a higher percentage of effectiveness compared to iPhone (0.84%), which shows a small difference between both devices and their different screen sizes.
Will the size of mobile devices really affect the effectiveness of the advertisements?