Tablet ownership and behaviourResults from YouGov surveyconducted 28th – 31st December 2012                               ...
Sample and method• All figures, unless otherwise stated, are from YouGov Plc. Total  sample size was 2055 adults. Fieldwor...
Bumper Christmas for tablets signalincreased consumption of newsSource: YouGov December 2012. 2055 UK adults online       ...
12.2 million adults now own a tablet               29.3% of adults own a tablet                                     7%    ...
Who owns tablets?Ownership growing across age groups                                                          Tablet owner...
Who owns tablets?Ownership peaks among 25-34s                                          Tablet ownership – reach across age...
Who owns tablets?50% of owners are 45+, with slight shift to under 45s pre-post Xmas                                      ...
Who owns tablets?Slight female bias both pre and post Xmas                                      Gender profile of tablet o...
Who owns tablets?Increased likelihood for ABC1s to own tablets                                    Tablet ownership – reach...
Who owns tablets?Still heavily weighted to more upmarket owners                                                Social clas...
Which brands were bought Christmas 2012?  Kindle Fire most popular gift for giving and receiving                          ...
What do people use tablets for most often?  Keeping up with news among top 3 activities for 30% of owners                 ...
Which activities change most by age group?  18-24s much more likely to put social networking in top 3 than email          ...
Tablet apps downloaded in first 2 days  Nearly half downloaded 6-40 apps                          35%                     ...
Tablet apps downloaded  Newsbrand apps are in the top 5 of downloaded apps                                                ...
Newsbrand tablet apps downloaded  Young people are most likely to download newspaper apps                                 ...
Tablet ownership increases news consumption  Over 4 in 10 owners think they will/do read more news, 60% of 25-34s         ...
What do tablet newspaper readers also read?Tablet readers are most likely to read newsbrands across all platforms         ...
What do mobile readers also read?Most mobile readers also read print and online                                           ...
What do print readers also read?Online via laptop/pc is strongest second platform for print readers                       ...
What do online readers also read?Online via laptop/pc is strongest second platform for print readers                      ...
Social media users and tabletsSocial media users more likely to own tablets                                   Own a tablet...
Social media users and newsSocial media users more likely to read digital newsbrands                           Read newspa...
Social media users and tablet newsTablet owners who use social media more likely download newspaper apps                  ...
Social media users and tablet newsSocial media users more likely to increase news consumption                             ...
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Tablet ownership and behaviour

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  • Adults buying tablets as gifts more likely to buy smaller, cheaper brands – possibly for children, as adults in this sample didn’t receive. Possibly also explains why iPad Mini given as gift by 16% but received by only 5% - gifts were for under 18’s.
  • Tablet ownership and behaviour

    1. 1. Tablet ownership and behaviourResults from YouGov surveyconducted 28th – 31st December 2012 1
    2. 2. Sample and method• All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2055 adults. Fieldwork was undertaken between 28th - 31st December 2012. The survey was carried out online. The figures have been weighted and are representative of all UK adults online (aged 18+). 2
    3. 3. Bumper Christmas for tablets signalincreased consumption of newsSource: YouGov December 2012. 2055 UK adults online 3
    4. 4. 12.2 million adults now own a tablet 29.3% of adults own a tablet 7% intend to buy before March 2013Sources: YouGov - 2055 UK adults online 18+, 29-31 December 2012ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet 4
    5. 5. Who owns tablets?Ownership growing across age groups Tablet ownership - millions 3.9 2.6 2.1 2.2 1.3 18 to 24 25 to 34 35 to 44 45 to 54 55+Sources: YouGov – 2055 UK adults online 18+, 29-31 December 2012ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet 5
    6. 6. Who owns tablets?Ownership peaks among 25-34s Tablet ownership – reach across age groups 35% 34% 27% 27% 26% 18 to 24 25 to 34 35 to 44 45 to 54 55+Source: YouGov – 2055 UK adults online 18+, 29-31 December 2012 6
    7. 7. Who owns tablets?50% of owners are 45+, with slight shift to under 45s pre-post Xmas Age profile of tablet owners post Christmas 11% 32% 18 to 24 22% 25 to 34 35 to 44 45 to 54 55+ 18% 17%Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 7
    8. 8. Who owns tablets?Slight female bias both pre and post Xmas Gender profile of tablet owners post-Christmas 48% Men 52% WomenSource: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 8
    9. 9. Who owns tablets?Increased likelihood for ABC1s to own tablets Tablet ownership – reach across social class groups 35% 28% 23% 18% Pre-Christmas 2012 Post Christmas 2012 ABC1 C2DESource: YouGov - 2055UK adults online 18+, 29-31 December 2012 9
    10. 10. Who owns tablets?Still heavily weighted to more upmarket owners Social class profile post Christmas 35% ABC1 C2DE 65%Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 10
    11. 11. Which brands were bought Christmas 2012? Kindle Fire most popular gift for giving and receiving Bought as gift* Received as gift Kindle Fire 30% Kindle Fire 35% Apple iPad (full size) 24% Apple iPad (full size) 24% Apple iPad Mini 16% Samsung Galaxy 12% Samsung Galaxy 12% Asus Google Nexus 7 7% Asus Google Nexus 7 10% Samsung Google Nexus 10 6% Other 9% Apple iPad Mini 5% Blackberry Playbook 9% Nook 5% Asus Transformer 3% Other 5% Nook 3% Blackberry Playbook 1% Samsung Google Nexus 10 3% Lélik Tec 1% Not sure 3% Not sure 0% Microsoft Surface 2% Sony Experia 0% Lélik Tec 2% Microsoft Surface 0% Sony Experia 1% Asus Transformer 0% * Totals add to more than 100% as some people bought more than one tablet as a giftSource: YouGov - 2013 UK adults online 18+,who bought (140) /received (106) a tablet as a gift this Christmas, 29-31 December 2012
    12. 12. What do people use tablets for most often? Keeping up with news among top 3 activities for 30% of owners Email 59% Internet browsing 53% Social networking 39% Playing games 37% Keeping up with news 30% Reading books 18% Watching videos 14% Listening to music 9% Taking/ viewing photos 7%Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012. 12Question summary: Which three (of list of activities) do you use your tablet for most often?
    13. 13. Which activities change most by age group? 18-24s much more likely to put social networking in top 3 than email 45-54 70% Email 18-24 40% 55+ 27% Social networking 18-24 67%Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012. 13Question summary: Which three (of list of activities) do you use your tablet for most often?
    14. 14. Tablet apps downloaded in first 2 days Nearly half downloaded 6-40 apps 35% 27% 22% 1 to 5 6 to 10 11+Source: YouGov - Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.Question summary: how many apps (free and paid-for) did you download within the first 2 days of owning it? 14
    15. 15. Tablet apps downloaded Newsbrand apps are in the top 5 of downloaded apps Games 64% BBC apps (e.g. news, iPlayer, etc.) 61% Social networking 57% Weather apps 41% Newspaper apps (e.g. The Sun, Daily Mail, Guardian, etc.) 30% Travel/ tourism 25% Productivity (e.g. to do list ) 22%Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.Question summary : which apps ever downloaded? 15
    16. 16. Newsbrand tablet apps downloaded Young people are most likely to download newspaper apps 40% 32% 30% 29% 28% 24% All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+ 62% of owners who read newspapers at least once a month via their tablet have downloaded an app, suggesting the remaining third access on tablets via web, other news apps, or social mediaSource: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.Question summary : which apps ever downloaded? 16
    17. 17. Tablet ownership increases news consumption Over 4 in 10 owners think they will/do read more news, 60% of 25-34s Tablet owners: Will/do read more news 60% 54% 44% 42% 38% 27% All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.Question summary : do you think owning a tablet means you will (or already do) read more or less news? 17
    18. 18. What do tablet newspaper readers also read?Tablet readers are most likely to read newsbrands across all platforms 53% also read via mobile 74% also read online 74% also read print * Read newspapers= at least once a month for all formatsSource: YouGov - 262 UK adults online 18+ who read newspapers on a tablet ,29-31 December 2012 18
    19. 19. What do mobile readers also read?Most mobile readers also read print and online 41% also read via tablet 78% also read online 71% also read print * Read newspapers= at least once a month for all formatsSource: YouGov – 342 UK adults online 18+ who read newspapers on a mobile/smartphone, 29-31 December 2012 19
    20. 20. What do print readers also read?Online via laptop/pc is strongest second platform for print readers 14% also read via tablet 18% also read via mobile 41% also read onlineSource: YouGov - 1396 UK adults online 18+ who read print newspapers, 29-31 December 2012 * Read newspapers= at least once a month for all formats 20
    21. 21. What do online readers also read?Online via laptop/pc is strongest second platform for print readers 25% also read via tablet 35% also read via mobile 74% also read print * Read newspapers= at least once a month for all formatsSource: YouGov - 772 UK adults online 18+ who read newspapers via a PC/laptop, 29-31 December 2012 21
    22. 22. Social media users and tabletsSocial media users more likely to own tablets Own a tablet: social media users indexed against all adults 129 128 123 108 Facebook users Twitter users LinkedIn users Google+ usersSource: YouGov - 2055 UK adults online 18+, 29-31 December 2012 * Social media users = at least once a month 22
    23. 23. Social media users and newsSocial media users more likely to read digital newsbrands Read newspapers* : social media users indexed against all adults online 189 157 152 162 144 143 139 140 131 109 115 107 Read newspapers on Read newspapers via Read newspapers online tablet mobile via pc/laptop Facebook users Twitter users LinkedIn users Google+ usersSource: YouGov - 2055 UK adults online 18+, 29-31 December 2012 *Read newspapers = at least once a month for all formats. Social media users = at least once a month
    24. 24. Social media users and tablet newsTablet owners who use social media more likely download newspaper apps Tablet owners: social media users* indexed against all owners 146 140 129 103 Downloaded a newsbrand app Facebook users Twitter users LinkedIn users Google+ usersSource: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 * Social media users = at least once a month 24
    25. 25. Social media users and tablet newsSocial media users more likely to increase news consumption Tablet owners: social media users* indexed against all owners 124 119 112 106 Will/do read more news Facebook users Twitter users LinkedIn users Google+ usersSource: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 * Social media users = at least once a month 25

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