According to data released at the end of August, consumers in the U.K. are now showing greater interest in iPad tablets than iPhones.

YouGov's BrandIndex found that starting at the end of July, iPads not only became more popular than iPhones with British consumers, they also were considered to be a better value and were more highly recommended.

"This overtaking of the iPhone by the iPad is a reversal of the usual patterns which have seen the phone traditionally well ahead of its tablet counterpart on all the measures highlighted since before the beginning of 2012," the YouGov BrandIndex website said.

This shift could be great news for video advertisers, as the larger screen of an iPad makes its users more likely to enjoy more laid-back content. According to IDG News, the tablet is an ideal device for those seeking to consume relaxing or recreational content while also wanting a degree of portability.

However, Apple's expected upcoming release of new versions of the iPhone and the iPad could impact how the public comes to see each device. According to the YouGov BrandIndex, a new iPhone and a new iPad are expected to be released this month. While GigaOm reported that the release of the iPhone 5 may affect the debate, the findings show the iPad as a go-to screen for video advertising online.