Gaming, Searching for Information and Emailing Are the Most Popular Activities on Tablets
According to a recent survey from AdMob, which is owned by Google, tablet usage surpasses that of many traditional forms of leisure activities. Also, gaming, searching for information and emailing are among the most popular activities on tablet devices.
The “Tablet Survey” from March found that 59 percent of the 1,430 respondents spend more time with their tablets than they do reading a paper book. Meanwhile, 52 percent spent more time with their tablets than they do listening to the radio. Forty-three percent said they use their tablets more than they use their desktop/laptop, while 41 percent said the same for their smartphone and 34 percent about watching television. Just 11 percent said none of the above.
When asked to select all the ways in which they use their tablets, respondents answered accordingly: 84 percent for playing games, 78 percent for searching for information, 74 percent for emailing, 61 percent for reading the news, 56 percent for accessing a social network, 51 percent for consuming entertainment (music, videos), 46 percent for reading e-books and 42 percent for shopping online. Nineteen percent answered “Other.”
When asked, “On average, how much time do you spend using your tablet per day?” 38 percent of respondents said 2+ hours, while 30 percent said 1-2 hours. Another 21 percent said 30 minutes-1 hour, while 7 percent said 15-30 minutes and 4 percent said less than 15 minutes.
Eighty-two percent of respondents said they primarily use their tablets when they’re at home, while 11 percent said when they’re on the go and 7 percent while they’re at work.
The majority, or 69 percent, of respondents said they mostly use their tablets during the weekdays, while 31 percent said during the weekends.
According to the survey, 62 percent of respondents said they use their tablets more frequently during the night, while 38 percent said during the day.
It’s also apparent that tablet usage cuts into desktop/laptop usage, as 77 percent of respondents said “Yes” to the question, “Since you started using a tablet, has your desktop/laptop usage decreased?” The other 23 percent said “No.”
However, the tablet has a ways to go before replacing primary computers, as 72 percent of respondents said their tablet was not their primary computer, while 28 percent said it was.
A separate study from BIGresearch found that Hispanic consumers are more likely to use tablets and smartphones than the general population – they’re also likely to be more engaged with their mobile devices.
“Advertising budgets should take into account the unique media usage and behaviors of Hispanic consumers,” the report notes. “With a market that is more digitally-engaged than the general population, Hispanic Mobile initiatives should be allocated more ad dollars for increased ROI.”
Sources:</strong
http://googlemobileads.blogspot.com/2011/04/tablets-are-changing-way-consumers.html
