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GWI Infographic - Tablet Users

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This infographic is a detailed exploration of tablet users, covering 12 key areas: usage, growth, audience, age, geography, operating system, device sharing, attitudes & interests, second-screening, …

This infographic is a detailed exploration of tablet users, covering 12 key areas: usage, growth, audience, age, geography, operating system, device sharing, attitudes & interests, second-screening, commerce, content and social.

Published in Technology
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  • 1. 21% Tablet Users USAGE OVER TIME Y-ON-Y GROWTH IN USER NUMBERS USAGE BY AGEUSAGE BY AUDIENCE OPERATING SYSTEMSBY REGION AND COUNTRY DEVICE SHARING COMMERCESECOND - SCREENING CONTENT SOCIAL TABLET SECOND- SCREENERS MOST LIKELY TO USE... Philippines Indonesia India Latin America 35-44s Bottom Quartile Singapore Australia Sweden North America 25-34s Top Quartile LOWER Income Quartile 2011 2012 2013 2014 MIDDLE Income Quartiles TOP Income Quartile MILLENNIALS 32% GEN X 36% 26% 36% 51% BOOMERS 25% 51% 59% PARENTS 38% BUSINESS TRAVELERS TECH INFLUENCERS ATTITUDES & INTERESTS 20% 20% HALF 2/3 95% MORE likely to buy brands they see advertised and try new products MORE interested in gadgets, beauty products and fashion say they like to keep up with the latest fashions say they tend to buy premium versions of products describe them- selves as brand conscious use the internet to research products 3in 5 HAVE 2nd SCREENED VIA ANY DEVICE WHILE WATCHING TELEVISION 3 in 5 using their tablet 82% Have bought a product online in the last month via any device. 3in4 Have reviewed a product or brand in last month 50% Use search engines or consumer reviews when researching products A QUARTER Have posted online opinions about fashion, travel or technology in the last month MORE likely to second screen in order to interact with a TV show’s online content of tablet second-screeners are chatting to friends. 1 in 2 are searching for products to buy 50% MORE likely to talk about cars, nights out or financial products online 1in2 Have bought something via their tablet in last month 90% Find out more: www.globalwebindex.net /// @globalwebindex /// +globalwebindex 46% 29% 27% 25% 13% MOST Likely to follow: FRIENDS: 78% FAVORITE BRANDS: 56% ACTORS: 44% MORE LIKELY TO USE ALL OF THE TOP 10 SOCIAL NETWORKS A THIRD HAVE “LIKED” A BRAND IN THE LAST MONTH MORE30% LIKELY TO FOLLOW BRANDS THEY ARE THINKING ABOUT BUYING FROM ACTIVE USAGE OF SOCIAL PLATFORMS 33% 75% MORE LIKELY THAN OTHERS TO HAVE UPLOADED A VIDEO HAVE PAID FOR SOME FORM OF DIGITAL CONTENT - 15% HIGHER THAN OTHERS A THIRD have streamed live TV via their tablet in the last month TWO THIRDS have watched a video clip on their tablet A QUARTER have watched a branded video in the last month 1 in 2 HAVE USED THEIR TABLET TO WATCH TV ON DEMAND IN LAST MONTH 2011 2012 2013 2014 10% 17% 23% 25% 60% 50% 35% 32% 33%33% 32% North America Asia Pacific Middle East & Africa Latin America Europe TOP 10 MARKETS Ireland Singapore China Mexico UK Turkey Russia USA Hong Kong Spain 38% 42% 36% 41% 36% 41% 36% 40% 35% 39% of users SHARE their device with other people share their tablet with 3 OR MORE others 55% 13% TWO THIRDS OR MORE SHARE THEIR TABLET IN: ARGENTINA VIETNAM MEXICO FRANCE PHILIPPINES 55-64s LEASTlikely to share their tablet. Parents are the MOST likely USING ANDROID USING IOS 54% 37% 2012 2011 2013 2014 187% 97% 14% Tablet users are defined as those who say they have accessed the internet via a tablet within the last month. Unless stated otherwise, all figures are taken from our Q2 2014 wave of online research among 41,853 adults aged 16-64 in 32 countries. 8% 9% 12% 17% Q1 Q2 Q4 Q2 Q4 Q1 Q2 Q3 Q4 Q1 Q2 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 22%22% 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 29% 38% 37% 29% 24% 11% 13% 8% 6% 5% 20142011 31% 29% 30% 30% 33% 33%33%