Market research firm Nielsen recently conducted a study of tablet users and found that 42 percent use their mobile devices while watching television. The results demonstrate that for many tablet users, the device has replaced the laptop as their primary computing device and access point.
According to the study, browsing, checking and sending email are among the most popular tablet activities. The same is true for smartphone users, as 40 percent report using their handset while watching television, and engage in activities similar to tablet users.
The survey results demonstrate that web marketers must ensure their plans account for the growing use of mobile devices. Search marketing campaigns typically include aggressive keyword strategies, and are also tailored to the search algorithms. However, mobile operating systems come with specialized search applications that field searches differently, factoring location into results. SEO strategies must adjust, especially in consumer-facing businesses, to include geographical elements that may drive mobile search traffic
For marketers, keyword strategies must adjust to tailor to on-the-go consumers. While the desktop PC is still the primary access point for the internet, Brafton reported last month that experts expect this to change by 2015, when the mobile web is primed to reign supreme.