Why not all mobile apps are equal

Your article (‘Tablets taking online activity to a higher level’, MW 22 March) pointed out both the variety of activity and the kind of media that is consumed on tablets.

As the research shows, the difference in activity consumers undergo on a tablet is poles apart from that on a smartphone. In addition, one thing we’ve observed, which explains the increase in consumption revenue mentioned in the research, is that tablets are designed to be shareable devices. As well as being used on-the-go, tablets are passed around a household at home with different members engaging with a variety of different media and apps.

A mobile app must be designed to meet the needs of the device it is intended for, resonate with the type of media typically consumed and meet the audience’s need.

Peter Gough
Founding partner
ORM London