The findings from billions of ad impressions across Adfonic's platform reveals CTRs on tablets, compared with smartphones, rose significantly for branding campaigns based on cost per thousand impressions, compared with cost per acquisition, cost per click or cost per impression. For branding campaigns especially, for every two clicks on a smartphone, there are an additional five clicks on a tablet, which clearly indicates the consumer's frustration with the smaller screen size. The research also reveals that when older users decide to use mobile devices they are much more likely to choose tablets compared with their younger counterparts. Apple iOS tablets appeal to those age 70 to 79, accounting for one in every three ad requests from this group. For the age group 50 to 59, slightly less than 10% of Android ad requests come from tablets and just less than 20% of iOS ad requests come from tablets. Get the full story at MediaPost