This document summarizes research from a study on tablet and smartphone usage in several countries including the UK. The key findings are: 1) Tablet owners spend significantly more time using digital devices each day and tablets are used equally for entertainment and tasks. 2) Tablet usage in the UK is higher than other countries and the UK shows the highest levels of "dual screening" like using a tablet while watching TV. 3) Tablets play an important role across the consumer purchase funnel, from awareness to the post-purchase experience.

1. kieran.bourke@mobext.com
pilar.barrio@socialyse.co.uk

3. Context
Methodology
Findings

4. Context

5. Growth of in-home devices to access media
10 9.7
8.7
8
6
4
2
0
2010 2011
Source:Deloitte, State of the Media Democracy Survey 2012

6. Growth of in-home devices to access media
10 9.7
8.7
8
6
4
2
0
2010 2011
Source:Deloitte, State of the Media Democracy Survey 2012

7. Device growth fuelled by tablets in the UK
5
Millions of Tablet owners
72%
4.5 growth in only 7 months to Jan 12
4 12% of the UK
population are now
owners of tablet
3.5 devices
3
2.5
Jun Jul Aug Sep Oct Nov Dec Jan
Source: comScore Mobilens July 2011- Jan 12, eMarketer

8. Device growth fuelled by tablets in the UK
5
Millions of Tablet owners
72%
4.5 growth in only 7 months to Jan 12
4 12% of the UK
population are now
owners of tablet
3.5 devices
3
2.5
Jun Jul Aug Sep Oct Nov Dec Jan
Source: comScore Mobilens July 2011- Jan 12, eMarketer

9. The UK is leading the way in technology adoption
Devices used to access the internet in the last three months in France,
Germany, Italy, Spain and UK.
44% 16%
Smartphone Tablet
37% 13%
12%
29% 30%
27% 10%
9%
Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+

10. The UK is leading the way in technology adoption
Devices used to access the internet in the last three months in France,
Germany, Italy, Spain and UK.
44% 16%
Smartphone Tablet
37% 13%
12%
29% 30%
27% 10%
9%
Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+

11. ...and UK growth looks set to continue
Almost a third of non tablet
owners are likely to purchase one
in the next 6 months
65% of tablet owners agree that
tablets will be very common in the
future
Source: InMobi / Mobext – UK

13. Methodology

14. Methodology

15. Research Objectives
• To conduct the first global on
device study of consumer use
of tablets, smartphones and
laptops
• To understand the difference
in usage and behaviour
across the 3 devices
• To identify the role that tablets
play in the path to purchase

16. Research Methodology
• On-device survey distributed via InMobi's global mobile ad
network
• Currently 8,400 responses across 5 markets
• Full range of smartphones and tablets across all major
mobile OS platforms.

17. Findings

18. Key Insights
1. This is a love story

19. 44% would not want to be separated
from their tablet
42% say the their tablet has
revolutionised the way they
communicate with friends/colleagues
49% share their tablets with family
members
Source: InMobi / Mobext, (UK)

20. Tablet use peaks between 6pm and midnight – and is
mainly used at home
Source: InMobi / Mobext - UK

21. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices

22. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices

23. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices

24. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices

25. Tablet ownership increases overall daily time spent
on digital devices
Average time spent using all devices
6 hours
6 hours 48 mins
3 mins
5 hours
2 mins
Laptop owners Smartphone owners Tablet owners
Source: InMobi / Mobext (UK)

26. And this pattern is replicated across markets
Average time spent using all devices
France South Korea
11 hours
7 hours
8 hours 8 hours 46 mins
5 hours 5 hours 12 mins
42 mins 3mins
47 mins 21 mins
Laptop owners Smartphone owers Tablet owners Laptop owners Smartphone owners Tablet owners
USA India
7 hours 6 hours 9 hours
7 hours
6 hours 58 mins 52 mins 5 hours 20 mins
46 mins
19 mins 51mins
Laptop owners Smartphone owners Tablet owners
Laptop owners Smartphone owners Tablet owners
Source: InMobi / Mobext

27. 51% use a tablet to fill
what would previously
have been “dead time”
Source: InMobi / Mobext. UK

28. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices
3. Tablets are used in equal measure for entertainment and life admin

29. UK shows the highest levels of dual screening across the
globe
South
Watching TV whilst using device France India Korea UK US Av
Laptop/Desktop 46.7% 36.4% 23.4% 57.0% 50.7% 42.9%
Smartphone 34.6% 33.8% 25.1% 47.9% 41.2% 36.5%
Tablet 47.3% 41.0% 33.1% 72.0% 58.5% 50.4%
Source: Inmobi / Mobext

30. Tablets used for a wide variety of activities
Average number of activities different devices are used for
2.7 3.6
3.9
Communicated with a friend Banking
Communicated for business purposes Finding out information
Shopping Entertainment
Source: InMobi / Mobext, (UK)

31. Tablets are used in equal measure for both functional
and entertainment
Communicated with a Entertainment
Entertainment
friend 81%
79%
76%
Communicated with a Finding out information
Entertainment
friend 81%
70%
76%
Communicated with a
Finding out information Finding out information friend
69% 66% 78%
Shopping Shopping Shopping
61% 48% 69%
Banking Banking Banking
54% 28% 45%
Communicated for Communicated for Communicated for
business business business
30% 26% 34%
Source: InMobi / Mobext (UK)

32. Key Insights
1. This is a love story
2. Addition not substitution - tablet owners spend more time with digital
devices
3. Tablets are used in equal measure for entertainment and life admin
4. Media content is easy to access and tablets are having an impact on
offline print readership
5. Whilst tablet usage is high across all markets, the UK leads the way in
dual screening and purchase
6. Tablets have a key role to play across the purchase funnel

33. So what does this mean for
brands?
CHILL-TERTAINMENT CLOSE AND SYNC IT
Targeting consumers PERSONAL Nothing works in
when they are relaxed Building deeper isolation
connections

34. INDEX values summary (UK Only)
By LOCATION Purchase Funnel
Post Purchase
Awareness Consideration Active Evaluation Purchase
Experience
INDEX
Home
LAPTOP / DESKTOP 144 132 141 158 122
SMARTPHONE 124 118 125 125 106
TABLET 168 123 161 174 117
Work / College
LAPTOP / DESKTOP 73 75 73 84 68
SMARTPHONE 86 86 81 82 82
TABLET 76 66 70 79 64
OOH
LAPTOP / DESKTOP 98 90 84 83 75
SMARTPHONE 104 100 92 103 86
TABLET 91 80 86 85 61
Source: Inmobi / Mobext, UK

35. ‘Feel’ is tomorrow’s battleground for customer engagement
– Senseg.com

36. Thank you!
Kieran Bourke, Managing Director, Mobext