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Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
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Ad Mob Tablet Survey - March 2011

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Tablet usage is growing and sometimes surpasses time spent on desktop and TV …

Tablet usage is growing and sometimes surpasses time spent on desktop and TV

Tablets are used widely for playing games, searching for information and emailing

People are spending at least an hour a day on their tablet and using it primarily at home

Tablets are used mostly on weekdays and in the night

Tablets are replacing time spent with desktops/laptops

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  • 1. Tablet SurveyMarch 2011 Google Confidential and Proprietary 1
  • 2. Tablet Survey SummaryTablet usage is growing and sometimes surpasses time spent on desktop and TV • 43% of respondents spend more time with their tablet than with their desktop/laptop • 1 in 3 respondents spends more time with their tablet than they do watching TVTablets are used widely for playing games, searching for information and emailing • Most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%) • Least popular include shopping (42%), reading e-books (46%) and consuming entertainment (51%)People are spending at least an hour a day on their tablet and using it primarily at home • 68% of respondents spend at least 1 hour a day on their tablet • 82% of respondents primarily use their tablet at homeTablets are used mostly on weekdays and in the night • 69% of respondents said they use their tablet more frequently on weekdays relative to weekends • Tablets are used more during the night according to 62% of respondentsTablets are replacing time spent with desktops/laptops • 77% of respondents reported that their desktop/laptop usage decreased after getting a tablet • 28% of respondents said that the tablet is their primary computerThis report includes results from a tablet survey that was run in the US in March 2011. The survey had1,430 respondents. Google Confidential and Proprietary 2
  • 3. 43% spend more time with their tablet than with their desktop; 1 in 3 respondents uses their tablet more than watching TV I spend more time each day on my tablet than I: (select all that apply)% of respondents80% 59%60% 52% 43% 41%40% 34%20% 11% 0% Read a paper book Listen to the radio Use my Use my Watch TV None of the above desktop/laptop smartphone Google Confidential and Proprietary 3
  • 4. Tablets are used widely for playing games, searching for information and emailing Select all the ways in which you use your tablet:% of respondents100% 84% 78% 80% 74% 61% 60% 56% 51% 46% 42% 40% 19% 20% 0% Playing Searching for Emailing Reading the Accessing a Consuming Reading e- Shopping Other games information news social entertainment books online network (music, videos) Google Confidential and Proprietary 4
  • 5. 68% of respondents spend at least 1 hour a day on their tablet On average, how much time do you spend using your tablet per day?% of respondents40% 38% 30% 21%20% 7% 4% 0% Less than 15 minutes 15-30 minutes 30 minutes-1 hour 1-2 hours 2+ hours Google Confidential and Proprietary 5
  • 6. 82% of respondents primarily use their tablet at home When do you primarily use your tablet? (select one)% of respondents100% 82% 80% 60% 40% 20% 11% 7% 0% When Im at home When Im on the go When Im at work Google Confidential and Proprietary 6
  • 7. The vast majority of respondents use their tablet more frequently on weekdays Do you use your tablet more frequently on weekdays or weekends?% of respondents80% 69%60%40% 31%20% 0% Weekdays Weekends Google Confidential and Proprietary 7
  • 8. 62% of respondents use their tablet more frequently at night Do you use your tablet more frequently during the day or during the night?% of respondents80% 62%60%40% 38%20% 0% Day Night Google Confidential and Proprietary 8
  • 9. 77% of respondents reported that their desktop/laptop usage decreased after they started using a tablet Since you started using a tablet, has your desktop/laptop usage decreased?% of respondents100% 80% 77% 60% 40% 23% 20% 0% Yes No Google Confidential and Proprietary 9
  • 10. 28% of respondents said that the tablet is their primary computer Is the tablet your primary computer?% of respondents80% 72%60%40% 28%20% 0% Yes No Google Confidential and Proprietary 10

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