The Future of Tablets New Orleans - The Comscore
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Tablets - The Fourth Screen is Going Mainstream ...

Tablets - The Fourth Screen is Going Mainstream

Combining portability with powerful computing functionality in a sleek, user-friendly package, tablets have emerged as the fourth screen, heralding a shift to an increasingly multi-device lifestyle that is becoming the norm for many consumers we call “digital omnivores” who engage seamlessly with multiple online touchpoints throughout a day. Even when accessing the same content, each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer.

Hans Fredricks, Vice President for Mobile- comScore

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  • 1. Tablets: The Fourth Screen is Going MainstreamHans Fredericks, VP MobileFor questions or more information, please email press@comscore.com
  • 2. Plan for Today The History of Smartphones and the Rise of Tablets The ‘Digital Omnivore’ Understanding the Tablet Owner Insights on Tablet Usage © comScore, Inc. Proprietary. 2
  • 3. The History of Smartphones and the Rise of Tablets © comScore, Inc. Proprietary. 3
  • 4. Smartphones Began to Hockey-stick in 2007-2008 US Smartphone and Tablet Ownership Growth Source: comScore MobiLens Smartphones Tablets 100,000 90,000Device Owners (000s) 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 4
  • 5. Will Achieve Majority, a Decade+ After Introduction US Smartphone and Tablet Ownership Growth Source: comScore MobiLens Smartphones Tablets 100,000 90,000Device Owners (000s) 80,000 106 Million Smartphone 70,000 Owners as of March 2012 60,000 50,000 40,000 30,000 20,000 10,000 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 5
  • 6. iPad Introduction Created Media Tablet Category US Smartphone and Tablet Ownership Growth Source: comScore MobiLens Smartphones Tablets 100,000 90,000Device Owners (000s) 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 6
  • 7. Tablets Ramping Much Faster than Smartphones US Smartphone and Tablet Ownership Growth Source: comScore MobiLens Smartphones Tablets 100,000 90,000Device Owners (000s) 80,000 40 Million Consumer Tablet Owners 70,000 in less than 2 years 60,000 50,000 40,000 30,000 20,000 10,000 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 © comScore, Inc. Proprietary. 7
  • 8. The ‘Digital Omnivore’ © comScore, Inc. Proprietary. 8
  • 9. We’re Entering the Age of the ‘Digital Omnivore’ © comScore, Inc. Proprietary. 9 9
  • 10. Nearly 40% Households Have 3+ Connected Devices Source: comScore Custom Analysis, August 2011 © comScore, Inc. Proprietary. 10
  • 11. Digital Omnivores Use Devices Differently Across the Day Source: comScore Custom Analysis, January 24, 2012 © comScore, Inc. Proprietary. 11
  • 12. Understanding the Tablet Owner © comScore, Inc. Proprietary. 12
  • 13. Introducing TabLens : Monthly Media Tablet Tracking  First look at data from new comScore TabLens service  Monthly tracking survey of Media Tablet ownership and usage  8K+ monthly surveys to net 2K owner sample  Many measures parallel to MobiLens for smartphone comparisons  Syndicated reporting on monthly cadence with monthly and 3 mo sample  Data collection ongoing since January 2012 Media Tablet: Internet connected touch screen device with 7” + screen © comScore, Inc. Proprietary. 13
  • 14. Surprising Gender Balance for a New Technology Doesn’t map to typical heavy male, early adopter profile Tablet vs. Smartphone Audience to smartphone ownership Gender composition nearly identical 47% 53% 43.5M Consumer Tablet Owners in US © comScore, Inc. Proprietary. 14 Source: comScore TabLens: March 2012
  • 15. Older Skew than Smartphones: Majority 35+ 30% Tablet Ownership by Age % Share of Tablet Owners 25% 25% 23% 20% 18% 15% 11% 10% 9% 8% 6% 5% 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 15 comScore TabLens; 3-month avg., March 2012
  • 16. Very High Income Skew: Lower Priced Tabs May Impact Tablet Ownership by HHI 45% 40% 38% % Share of Tablet Owners 35% 30% 25% 19% 20% 17% 17% 15% 10% 7% 5% 0% <$25k $25k to $50k to $75k to $100k+ <$50k <$75k <$100k Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 16 comScore TabLens; 3-month avg., March 2012
  • 17. Insights on Tablet Usage © comScore, Inc. Proprietary. 17
  • 18. App Ecosystem Biggest Consideration Price and device OS also tops (but not phone OS!) Tablet Owner Purchase Consideration (1-10 Scale) Recommended by Retail/ Sales Person 5.17 Social Networking Features 6.25 Tablet has same OS as My Phone 6.31 Recommended by Friends/Family 6.49 Music and Video Capabilities 7.39 Brand name of the tablet 7.45 Device Operating System 7.55 Price of the Device 7.59Selection of Apps Available for My Device 7.70 © comScore, Inc. Proprietary. 18
  • 19. Nearly All Tablet Owners Use them at Home Tablets poised to disrupt home PC and TV usage Minority take their tablet outside of home—“mobile” v. “portable”? Location of Tablet Use (Adds to >100%) Other 14% Work 28% Public 38% Home 88% © comScore, Inc. Proprietary. 19
  • 20. Vast Majority of Usage is Over (Home) WiFi Stark difference compared to smartphones © comScore, Inc. Proprietary. 20
  • 21. Overall, tablet users are more engaged with their devices than smartphone users Tablet Audience Content Visitation 80% 350 74% 70%% Share of Tablet Owners 65% 300 Tablet Index to Smartphone 59% 60% 250 52% 51% 50% 50% 46% 45% 200 39% 40% 31% 150 30% 100 20% 10% 50 0% 0 Search Social Net. Ent. News Retail Sports Tech News Periodicals Financial Health Deal-a-Day News Tablet Owners Tablet Index to Smartphone Owners (100 is parity) Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 21 comScore TabLens; 3-month avg., March 2012
  • 22. 65% of Tablet Owners Access Social Media Tablet OwnersRead posts or status updates from someone personally 60% known Posted or made a status update 54% Followed a link to a website posted by someone else 51%Read posts or status updates from brands, events, etc. 48% Accessed photo/video sharing site 47% Read posts from celebrities 43% Posted link to a website 39% Received coupon, offer, deal 36% Clicked on Ad 35% Posted a link 35% 0% 10% 20% 30% 40% 50% 60% 70% Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 22 comScore TabLens; 3-month avg., March 2012
  • 23. Tablets Are Transforming ‘Print’ Media  50% read books on their tablet  43% read magazines on their tablet  39% read newspapers on their tablet Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 23 comScore TabLens; 3-month avg., March 2012
  • 24. Tablets a Key Source of Digital Entertainment80% Media Usage70% 68%60% 56% 54% 53%50% 47%40%30% 20%20%10%0% Played Games Listened to Music Watched Video Tablet Owners Smartphone Owners Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 24 comScore TabLens; March 2012
  • 25. Tablets Fostering Paid Entertainment Market 1 in 4 tablet owners paid to watch video/TV 52% of tablet owners downloaded a game 4x more likely to purchase games than smartphone owners 29% of tablet owners recall seeing in-game ads Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 25 comScore TabLens; March 2012
  • 26. More Than a Third Manage Finances on Tablet Financial Services 35% Accessed bank accounts 43% 21% Accessed credit cards 35% 9% Accessed stock trading 20% 7% Accessed insurance 20% 0% 10% 20% 30% 40% 50% Smartphone Owners Tablet Owners Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 26 comScore TabLens; March 2012
  • 27. More than Half Use their Table to Shop Shopping Activity on Tablet vs. Smartphone Smartphone Owners Tablet Owners 34% Found Store Location 42% 22% Compared Product Prices 41% 20% Researched Product Features 41% 20% Found Coupons or Deal 35% 18% Checked Product Availability 31% 20% Made Shopping List 24% 0% 10% 20% 30% 40% 50% Source: comScore MobiLens; 3-month avg., March 2012 © comScore, Inc. Proprietary. 27 comScore TabLens; March 2012
  • 28. 38% Purchased Goods from Their Tablet Clothing 20% Daily deals 11% Books 11% Tickets 11% Gift certificates 8%Delivered groceries 5% Flowers 5% Hotel stays 5% Airplane tickets 4% Sports/Fitness 3% Car rentals 3% Auto 3% 0% 5% 10% 15% 20% 25% © comScore, Inc. Proprietary. 28 Source: comScore TabLens; March 2012
  • 29. Looking Ahead Smartphones have primed the Media Tablet Market – Taught us the touchscreen and built an app economy – Very rapid rise will continue Tablets fast becoming a key screen for brands to focus on – Very attractive demographics, audience growing to scale – In-home, fast networks, sitting on the couch Apple continues to set the pace – But big investments in developing competing ecosystems (Amazon, Google, Microsoft) Reaching Digital Omnivores – Optimizing and tuning reach across the 3? 4? 5? screens – Key emerging challenge/opportunity for digital media companies © comScore, Inc. Proprietary. 29
  • 30. Thank You THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™For questions or more information, please email press@comscore.com