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An interesting study that pits tablets against smartphones concludes that tablets are being consumed more for books and reference material as well as travel and local-related content than smartphones. Smartphones rule everything else.

I find this to be quite interesting. Books and reference I understand. But local and travel? Tablets, not smartphones?

The study counts click-throughs from mobile ads. Interestingly, smartphones and tablets run neck and neck with smartphones having a slight lead in the music and entertainment category. I’m guessing, like Cynthia Boris, that tablets dominate video and smartphones capture most of the music downloads.

The one category I’d like to see split in two is the travel and local category. Is it possible that travelers search for information on their tablets BEFORE they leave for their destinations while smartphone users are more likely to search for local information on their smartphones? That’s just a hypothesis, but unless there is a study specific to that questions we can’t know.

What we can know is that smartphones show marketing potential for a lot of categories, including productivity apps, games, shopping, news, weather, and dating.

I don’t know what you’ll do with this information, but I’d suggest studying your smartphone and tablet markets to see if you can ascertain any nuances of usage among your audience. If so, then adjust your mobile marketing appropriately. That includes mobile advertising, social media, and mobile search.

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