Media communications agency UM London has released the results of its Tablet inTouch UK survey on tablet ownership. 37 per cent of tablet/eReader-owning respondents said that the device has changed their life, while 70 per cent said that everyone will own one in the future – a view shared by 46 per cent of non-owners.

The report also found that a fifth of tablet owners pay more attention to ads on their tablet compared to other forms of advertising, while 17 per cent have clicked on ads or promotions on their device. 17 per cent also said that  ads “look better” on a tablet than on their computer. One in three tablet owners plan to shop online with their tablet. 

“Done well, tablet advertising has a lot of upsides,” says Sean Ramsay, digital account director at UM London. “Communications can be so much more than just ads – tablets allow us to create rich content-based experiences that add to the editorial experience. There are so many ways to showcase brands on tablets, whether its through video, exploiting their touch and motion-based technologies, or connecting to social platforms. As a consequence many of our clients are doing some genuinely cool stuff in the digital space. It also works – engagement rates are several times that of other digital ads.”

The entire report can be downloaded from the UM London website.