SlideShare a Scribd company logo
1 of 30
Download to read offline
Tablets: The Fourth Screen is Going Mainstream




Hans Fredericks, VP Mobile
For questions or more information, please email press@comscore.com
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
The History of Smartphones and the Rise of Tablets




           © comScore, Inc.   Proprietary.   3
Smartphones Began to Hockey-stick in 2007-2008

                                 US Smartphone and Tablet Ownership Growth
                                                              Source: comScore MobiLens

                                                               Smartphones        Tablets

                       100,000
                        90,000
Device 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
Will Achieve Majority, a Decade+ After Introduction

                                 US Smartphone and Tablet Ownership Growth
                                                              Source: comScore MobiLens

                                                               Smartphones        Tablets

                       100,000
                        90,000
Device 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
iPad Introduction Created Media Tablet Category

                                 US Smartphone and Tablet Ownership Growth
                                                              Source: comScore MobiLens

                                                               Smartphones        Tablets

                       100,000
                        90,000
Device 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
Tablets Ramping Much Faster than Smartphones

                                 US Smartphone and Tablet Ownership Growth
                                                              Source: comScore MobiLens

                                                               Smartphones        Tablets

                       100,000
                        90,000
Device 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
The ‘Digital Omnivore’




           © comScore, Inc.   Proprietary.   8
We’re Entering the Age of the ‘Digital Omnivore’




             © comScore, Inc.   Proprietary.   9   9
Nearly 40% Households Have 3+ Connected Devices




                                                   Source: comScore Custom Analysis, August 2011
            © comScore, Inc.   Proprietary.   10
Digital Omnivores Use Devices Differently Across the Day




                                                     Source: comScore Custom Analysis, January 24, 2012

              © comScore, Inc.   Proprietary.   11
Understanding the Tablet Owner




         © comScore, Inc.   Proprietary.   12
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
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
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
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
Insights on Tablet Usage




         © comScore, Inc.   Proprietary.   17
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                                               7.59


Selection of Apps Available for My Device                                                 7.70




                        © comScore, Inc.   Proprietary.     18
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
Vast Majority of Usage is Over (Home) WiFi

 Stark difference compared to smartphones




                 © comScore, Inc.   Proprietary.   20
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
65% of Tablet Owners Access Social Media

                                                             Tablet Owners
Read 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
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
Tablets a Key Source of Digital Entertainment


80%                                             Media Usage
70%     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
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
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
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
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
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
Thank You




                       THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™




For questions or more information, please email press@comscore.com

More Related Content

Featured

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 

Featured (20)

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 

The Future of Tablets New Orleans - The Comscore

  • 1. Tablets: The Fourth Screen is Going Mainstream Hans Fredericks, VP Mobile For 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 90,000 Device 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 90,000 Device 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 90,000 Device 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 90,000 Device 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 7.59 Selection 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 Owners Read 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 Entertainment 80% Media Usage 70% 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