LONDON: Tablet advertising outperforms its smartphone equivalent on a variety of different metrics, a UK-based study has shown.

Nielsen, the research firm, surveyed 1,800 tablet owners, with 40% of participants agreeing that advertising on this channel is "acceptable". This beat out the 30% of smartphone owners who said the same.

Some 24% of tablet users recalled having seen an ad "every time" they used this appliance and the same number remembered being exposed to it "once a day".

These totals hit 16% and 21% for smartphones in turn. A further 16% of both audiences observed such brand messages on a weekly basis, and 5% of each group pegged the exposure rate at once a month.

Overall, 38% of smartphone users did not recall any advertising from the last year, standing at 28% for tablet owners.

Elsewhere, 28% of people with an iPad or similar offering had looked up product information using this device after watching a commercial on television, a rating reaching 18% for smartphone customers.

More specifically, Nielsen's study revealed that 64% of the tablet population utilise this device at the same time as watching television "several times a week".

This habit of "dual screening" may negatively impact the attention viewers pay to TV spots, David Gosen, Nielsen's European managing director, telecoms, warned.

"Consumers are unfortunately more distracted during TV ad breaks," he told New Media Age. "But intelligent, integrated campaigns with TV, app and search elements can deliver a powerful, cohesive brand message like never before."

There could be financial benefits from successfully taking this approach, as 20% of people that had a tablet recalled seeing an ad in the last three months, and 10% went on to make a direct purchase.

Data sourced from New Media Age; additional content by Warc staff