Online study from YouGov, commissioned by Newsworks.

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
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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
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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+
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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+
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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
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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+
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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+
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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
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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%
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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%
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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
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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
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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+
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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
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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
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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+
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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
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