I panel reporter tablets & multitasking

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In the two years since the Apple iPad first popularized the tabler, tens of millions have been sold, and they are expected to become nearly ubiquitous in homes,
classrooms and offices across America.

Published in: Technology

I panel reporter tablets & multitasking

  1. 1. THE GfK MRI iPANEL REPORTERA quarterly report on Consumers, Tablets and E-readers Tablets and Multi-Tasking tens of millions have been sold The GfK MRI iPanel 1.
  2. 2. Topics covered in this report Page Page 3 5 Tablets and The Multi-tasking Two-Screen Phenomenon Page Page Page 9 11 13Interest in Consumers Trends in In-App Love Their DigitalAdvertising Tablets Usage 2.
  3. 3. Tablets and Multi-tasking90% Almost 40%of tablet owners of the timeused their tabletwhile simultaneously 90% 40% they’re using their tablets, tablet ownersdoing other things, are also doingat least once in the something else.last 7 days.How tablet owners multi-task + 63% use their tablets while watching TVAdditional activities of multi-tasking tablet owners46% use their tablets 17% ...40% ... 17% ...36% ... while on their cell 15% ...28% ... 13% ...27% ... 11% ...25% ... 10% ...22% ... 7% ... 7% ...Percentages represent tablet owners who did this activity at least once in the last 7 days while also using their tablet. 3.
  4. 4. Tablets are made for multi-tasking say their tablet makes 82% multi-tasking Owners are easier overwhelmingly positive about enjoy 81% multi-tasking multi-tasking with their tablets multi-task more 74% now than before they had tabletsAge and frequency of use is a factor in multi-tasking behavior The younger % TABLET TIME SPENT MULTI-TASKING the tablet owner, the more likely it is that he/she will multi-task while using their device PreFrequent tablet users (those using their tablet at least once a day) are more likely to multi-task.When and where tablet owners multi-taskEarly evening Home is theand late night venue of choiceare prime time for tabletfor multi-tasking multi-tasking60% 89%44% 19%32% 18% 4.
  5. 5. The Two-Screen Phenomenonknown as “two screen” viewing 63%is devoted toTwo Screen Behavior OF TABLET OWNERS USED THEIR TABLETS WHILE WATCHING TV at least once in the last 7 days 42% Females 40% Males 46% Millennials 41% Gen Xers 37% Boomers 25% Pre-Boomers 5.
  6. 6. Who are the two-screen viewers? 51% 49% 40% 26% 29% 5% Female Male Millenials GenXers Boomers Pre-BoomersWhat’s going on behind the scenes? 78% 28% 55% 25% 40% 19% 36% 11% 34% 6.
  7. 7. 34% posted comments about a show they were watching Two-screen 25%visited a network or show’s website, fan site or app 21% looked for more information about 16% a show they watched a were watching video clip 11% related to a show voted in a contest related to a show 9% live-chatted about a show Two-screen viewers, last 7 days 7.
  8. 8. 28% of two-screen viewers SALE SALE12% purchased a product36% pay equalattention to their Boomers are more likely to equally focus on their tablets and TV.36% pay more Women are more likelyattention to their to focus attention ontablets while their tablets. Men are more likely to focus attention on TV.28% pay morewhile ontheir tablets. 8.
  9. 9. Interest in In-App AdvertisingHow interested are tablet owners in advertisements appearing within appson their device? Not interested Extremely at all interested VERY INTERESTED 1 2 3 4 5 56% VERY INTERESTED 61% 52% 66% 58% 42% 51% 9.
  10. 10. Retail apps are tops for interest in advertising appearing in each type of app Type of App TOTAL Millennials GenXers Boomers Pre- Boomers Shopping/Retail 30% 40% 30% 19% 18% Local information 28% 33% 30% 21% 26% Weather 28% 29% 32% 21% 28% Cooking/Recipes 25% 29% 28% 19% 19% Magazine 25% 31% 28% 13% 18% Music 24% 32% 24% 15% 10% Books 24% 29% 25% 17% 16% Travel/Navigation/Maps 24% 30% 24% 15% 19% Healthcare/Fitness 24% 30% 26% 15% 12% Newspaper 23% 30% 23% 14% 18% Games 23% 33% 23% 11% 11% Banking/Finance 23% 31% 21% 15% 11% News other than Newspaper 23% 29% 22% 16% 15% Social Networking 23% 30% 23% 13% 12% Other Entertainment 21% 29% 22% 11% 8% Sports 21% 29% 17% 14% 16% Productivity 20% 28% 22% 10% 5% Photography 20% 28% 22% 9% 9% Shopping/Retail and Games 10.
  11. 11. 75% of tablet ownerssay their tablet has helped fill a gap in their lifestyle 72% say they consume more media because of their tablet 47% say they use their tablet to access media they cannot get on another device 11.
  12. 12. SUMMARYTablets have made multi-taskingmore rewarding for consumers.Along with using their tablets,owners are watching TV,checking their email anddownloading apps. Tablet ownersplace a high value on theirdevices’ propensity for makingmulti-tasking easier andmore enjoyable.Advertisers will, too. 12.
  13. 13. August 3 months 2012 agoPercentage of U.S. adults 22%(Ages 18+) who are tablet 20% 6 monthsor e-reader owners ago 9 months ago 15% 1 year 13% ago 10%Survey of the American Consumer®of tablet/e-reader owners of Apple iPad owners 1 year ago Spring 2012 1 year ago Spring 2012 Female Male Female Male Female Male Female Male 56% 44% 58% 43% 48% 52% 49% 51% 18-34 18-34 18-34 18-34 29% 32% 30% 35% 55+ 55+ 55+ 55+ 25% 18% 18% 27% 35-54 35-54 35-54 35-54 44% 43% 52% 47% Survey of the American Consumer® 13.
  14. 14. Percentage of tablet owners withmultiple tablets or e-readers in household 6 months 3 months August ago ago 2012 1 in household 47% 45% 38% 2 in household 35% 35% 37% 3 in household 14% 14% 18% 4+ in household 4% 6% 8%Average number of 6 months 3 months Augusttablets or e-readers ago ago 2012in household 1.77 1.84 1.98(among tablet owners)Focus on print Percent of tablet owners who did theseactivities on their tablet in the last 30 days 6 months 3 months August ago ago 2012 Read an e-book 54% 54% 58% Read a digital magazine 32% 36% 40% Read a digital newspaper 28% 32% 42% Access a magazine website 29% 25% 24% Access a newspaper website 33% 31% 30% 14.
  15. 15. METHODOLOGY The GfK MRI iPanel is an online panel of tablet and e-reader owners consisting of more than 6500 members. For this report, a total of 1,382 surveys were completed and 1,052 of those (representing tablet owners) were tabulated for analysis. Panelists were weighted to the projected national incidence of tablet/e-reader ownership as based on GfK MRI’s Survey of the American Consumer®. Incidence was estimated on the basis of the last four months of interviewing in order to account for the continuous growth of digital device ownership. The study went live on April 20, 2012 and closed on May 4, 2012.Fall 2012 15.

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