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Tab-tastic Christmas 2013
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Tab-tastic Christmas 2013

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Online study from YouGov, commissioned by Newsworks.

Online study from YouGov, commissioned by Newsworks.

Published in: News & Politics, Technology

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  • Up 10 % points since post-Christmas 2012
  • Tablet ownership was trending younger, but higher acquisition levels among older age groups during 2013 means 54% are now over 45 years old, compared with 50% in December 2012. This may re-balance again at Christmas.
  • Apple’s dominance may be affected by price considerations, as the cheapest iPad Air is £399.
  • 25-34 tablet owners are the most positive about reading newspapers on their tablets, with 18-24s also more likely to endorse the tablet reading experience. Older tablet users are perhaps more wedded to print – just 29% say it provides more than the paper
  • Transcript

    • 1. Results from YouGov survey conducted November & December 2013 1
    • 2. Tablet ownership at a glance Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+ ONS Internet Access Quarterly update Q3, 2013 for UK adults who have used internet 2
    • 3. 16.5 million adults now own a tablet and over 4 million will buy or receive this Christmas 39% of adults own a tablet 7% intend to buy for Christmas 2013 3% expect to receive for Christmas 2013 Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+ ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet 3
    • 4. Who owns tablets? Ownership peaks among 35-44s Tablet ownership – reach across age groups 47% 41% 39% 35% 29% All adults aged 18+ 41% 34% 27% 27%25% 18 to 24 25 to 34 Dec-12 38% 35 to 44 45 to 54 26% 55+ Nov-13 Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+ 4
    • 5. Who’s buying a tablet for Christmas? 35-44s are the most likely to buy a tablet for Christmas 2013 12% 10% 8% 7% 7% 3% All adults online 18+ 18 to 24 25 to 34 Source: YouGov 25-27 November 2013: 2262 UK adults online 18+ 35 to 44 45 to 54 55+ 5
    • 6. Who’s expecting a tablet for Christmas? 18-24s are the most hopeful 5.0% 4.7% 3.1% 2.4% All adults online 18+ 18 to 24 25 to 34 Source: YouGov 25-27 November 2013: 2262 UK adults online 18+ 35 to 44 2.6% 45 to 54 2.3% 55+ 6
    • 7. Who are people buying tablets for? Children aged 6-10 most likely recipients of tablets at Christmas 2013 Tablet gifting– what age are you buying for? 21% 19% 13% 10% 11% 9% 9% 7% 0-5 6-10 Children 11-15 16-24 25-34 10% 35-44 45-54 55-64 65+ Adults Source: YouGov 25-27 November 2013: 157 UK adults online 18+ buying a tablet as a gift for Christmas 7
    • 8. Who owns tablets? 54% of owners are 45+ Age profile of adult tablet owners 8% 35% 19% 19% 18 to 24 25 to 34 35 to 44 45 to 54 55+ 19% Source: YouGov 25-27 November 2013: 884 tablet owners online 18+ 8
    • 9. Who owns tablets? Similar numbers of men and women owners Gender profile of tablet owners 48% 52% Men Women Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+ 9
    • 10. Who owns tablets? C2DE ownership increased at higher rate in 2013 Tablet ownership – reach across social class groups 43% 35% 34% 28% 23% 18% ABC1 Pre Christmas 2012 Post Christmas 2012 Pre Christmas 2013 C2DE Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+ 10
    • 11. Who owns tablets? Proportion of C2DE owners increased from 35% post Xmas 2012 Social class profile pre Christmas 2013 39% 61% ABC1 C2DE Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+ 11
    • 12. Which brands are owned pre-Christmas 2013? Apple has dominant share among current owners Total Apple iPad 55% Other Apple iPad, e.g. iPad 3 46% Apple iPad Mini 2 Apple iPad Air 7% 4% Samsung tablet 14% Total Kindle tablet 10% Other Kindle tablet, e.g. HD Kindle Fire HDX 8% 2% Google Nexus 7 Tesco Hudl 8% 2% * Totals add to more than 100% as some people have multiple tablets Source: YouGov 11-13 December 2013: 876 tablet owners online 18+
    • 13. Which brands are popular as gifts for Christmas 2013? Apple regains top slot from Kindle Fire; Hudl makes a showing Buying as a gift Expecting to receive as a gift 29% Total Apple iPad 16% Apple iPad Air Other Apple iPad, e.g. iPad 3 Apple iPad Mini 2 9% 21% 19% Samsung tablet Other Kindle tablet, e.g. HD Kindle Fire HDX Google Nexus 7 Argos MyTablet 11% 9% Apple iPad Air Not sure 14% 12% Total Kindle tablet 19% Apple iPad Mini 2 Other Apple iPad, e.g. iPad 3 7% Tesco Hudl 30% Total Apple iPad 7% 5% 6% 5% 28% Total Kindle tablet 16% Kindle Fire HDX 15% Other Kindle tablet, e.g. HD Tesco Hudl 17% Samsung tablet 17% 14% Not sure 11% Google Nexus 7 Argos MyTablet 4% * Totals add to more than 100% as some people buying more than one tablet as a gift Source: YouGov 11-13 December 2013: 182 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 75 expecting to receive as a gift
    • 14. How much are people intending to spend? Buyers more generous than expected. Apple possibly under pressure Buying as a gift Expecting to receive as a gift 42% 43% 27% 24% 23% 18% 9% Up to £99.99 £100 to £199.99 £200 to £399.99 £400 or more Source: YouGov 25-27 November 2013: 157 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 70 expecting to receive as a gift 14
    • 15. What do people use their tablets for? News is a regular activity for almost half of tablet owners Regular activities, at least once a week Internet browsing 68% Email 65% Playing games 54% Keeping up with news 49% Social networking 49% Watching videos 37% Reading books 37% Photos Listening to music Source: YouGov 25-27 November 2013: 884 tablet owners online 18+ 28% 26% 15
    • 16. News is a core activity for young tablet owners 18-24s more active generally, including news 18-24 tablet owners - regular activities, at least once a week Playing games 73% Internet browsing 68% Watching videos 67% Email 65% Keeping up with news 62% Social networking Reading books Photos Listening to music Source: YouGov 25-27 November 2013: 69 tablet owners online aged 18-24 59% 41% 38% 35% 16
    • 17. Prospective new tablet owners anticipate using it for news Regular activities, at least once a week Keeping up with news 57% Email 49% Playing games 49% Internet browsing 44% Social networking Listening to music 37% 34% Reading books 32% Watching videos 31% Photos Source: YouGov 25-27 November 2013: 70 online adults 18+ expecting to receive tablet as a gift for Christmas 27% 17
    • 18. 79% of tablet owners have visited a newspaper website, either via app or via website/search 40% via app 61% via website/search Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 18
    • 19. 18-24s are most likely to use a newsbrand app 46% 44% 40% All owners 39% 18-24 25-34 37% 39% 35-44 45-54 55+ Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 19
    • 20. 61% of tablet owners have visited a newspaper website either directly or via search 71% 64% 61% All owners 65% 56% 18-24 25-34 35-44 58% 45-54 55+ Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 20
    • 21. Tablet ownership increases news consumption Two out of five 18-24s spend more time reading news Tablet owners: spend more time reading news since owning a tablet 39% 35% 31% 30% 30% 24% All owners 18 to 24 25 to 34 Source: YouGov 25-27 November 2013: 884 tablet owners online 18+ 35 to 44 45 to 54 55+ 21
    • 22. Tablets provide a rich newsbrand experience Reading newspapers on a tablet......... Makes the newspaper a multi-media experience Is engaging 49% 55% Makes newspapers feel more innovative Is good for helping me to understand the world 46% 44% Provides more than paper versions 42% Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement 22
    • 23. Tablets provide a rich newsbrand experience.... particularly for younger readers aged 25-34 Reading newspapers on a tablet......... Makes the newspaper a multi-media experience Is engaging 63% 65% Is good for helping me to understand the world Makes newspapers feel more innovative 55% 62% Provides more than paper versions 52% Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement 23
    • 24. Tablet owners interact with ads Tablet owners: action as a result of seeing an ad on a tablet 17% 17% 7% 5% on an advert later asthe product/servicean advert a brand up later outfind out more (but did no t something to buy a result of seeing Lookedan advertnot find to more Clicked on (but did to click the advert) Source: YouGov 25-27 November 2013: 884 tablet owners online 18+ 24
    • 25. Sample and method • • All figures, unless otherwise stated, are from YouGov Plc. 1. Main tablet survey: Total sample size was 2,262 adults. Fieldwork was undertaken between 25th – 27th November 2013. 2. Follow up brand survey: Total sample size was 2,272 adults. Fieldwork was undertaken between 11th – 13th December 2013. Both surveys were carried out online. The figures have been weighted and are representative of all UK adults (aged 18+). • Calculations for numbers of tablet owners in UK are as follows: – Online adults saying they own a tablet: 39.09% – UK adults who have ever used the internet: 86% of UK adults (42.2 million) – Source: ONS Internet Access Quarterly Update Q3, 2013 25