Business Insider released an article on November 8th, 2012 claiming tablet ad spending will crush smartphones over the next four years. A chart displayed how specific mobile budgets will be divvied up between mobile phones and tablet/eReaders. Research done by the International Data Corporation (IDC) predicted what ad spending will look like through 2016 on various mobile and tablet formats. IDC predicts the $2.1 billion industry in 2011 will grow to a whopping $14.8 billion come 2016. IDC predicts while mobile phones still dominate, tablets will be on the rise much faster.
Three reasons have been speculated by IDC to why this shift is projected to occur:
1. Tablets have more traffic because they are easier to use
2. Tablet users engage more with ads than their smartphone counterparts.
3. The size difference "sweetens" the deal.
The article fails to recognize what type of research was completed to reach the conclusion that tablet advertising will be on the rise, however, because IDC is predicting a future behavior they may have done an experiment. The independent variable would be the type of advertising (smartphone or tablet) and the dependent variable would be the amount of advertising. They could have completed this experiment with businesses/organizations who advertise while measuring their projected usage of advertising dollars when changing the independent variable and measuring the dependent variable.
It is also unknown which type of research was done to come to the three conclusions for why tablet advertising is suspected to be on the rise. These conclusions seem to be directed towards consumer usage so it is likely that a survey was completed to acquire information on how consumers use their devices and for what reasons. A survey could generalize to the population with a known level of confidence.
The article gives a research institute's (IDC) perspective on how advertising sales dollars will be allocated in the future, however, fails to point out how these speculations have been formed. It is interesting to notice how many articles across the web provide statistics and speculations, yet fail to include how these numbers were found. I am not sure if this means articles assume the reader will accept the information without speculation, or if the research was not done properly to report.
Due to the fact that smartphone and tablet users are a special population, it raises the question of how was the sample drawn? If a survey was done to come to the three conclusions of why tablets will draw in more advertising dollars, who was chosen and how were they chosen to complete the survey. Were they tablet/smartphone owners or not? Depending on if they own one, or the other, or both, their usage will depend and would largely influence the results of a survey that is meant to be generalizable.