There’s no denying that tablets are increasingly used as web browsing devices. We reported a while ago that Apple’s iPad in itself accounted for 1.2% of worldwide web usage. Out of all tablets, iPad accounted for 88% of worldwide tablet web traffic and Android grabbed almost 11%.
And according to several research reports, web ad campaigns get better CTR (Click Through Rates) and lower CPC (Cost Per Click) on tablets than both smartphones and regular desktop computers.
But why better CTR and CPC? It could be because tablets are most often used in environments where the user should feel relaxed, like in their home and in the evening, thereby making them more likely to tap on ads.
We wonder however if there’s not something more sneaky at play here? Could the higher CTR be explained, at least in part, by users mistakenly tapping on web ads on a tablet, something known as the fat-finger problem?