A new study by The Online Publishers Association (OPA), in collaboration with Frank N. Magid Associates, has released “A Portrait of Today’s Tablet User Wave II”. The study unveils a range of trends on the attitudes and behaviors of tablet users. Gaining access to content and information was found to be the #1 activity on tablets (94%). Accessing the internet (67%) was #2 while checking email (66%) was the third most popular thing to do by tablet users.
The study revealed that tablet users’ primary content-related activities include: watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).
The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.
Pam Horan, President of the OPA, said “The growing base of tablet users is also showing a healthy appetite for paid content with 61% having purchased tablet content in the past year. Considering tablets have only been available for a little over two years, the findings of this study truly underscore the possibilities for publishers to grow their business as consumers are willing to open their wallets in order to have original content at their fingertips.”
“The survey also showcased great opportunities for advertisers as 38% of tablet users have made a purchase after having seen tablet advertising. We also found that tablet users purchased an average of $359 in products from the device in the past year,” noted Horan. “In addition to strong purchasing trends, 29% of tablet users also indicated that tablet advertising drives them to research products and 23% have clicked on an advertisement.”
Other key findings from the study included: Tablets have become embedded in users’ lives with 74% using the device daily and 60% using it several times a day;
Tablet users spend an average of 13.9 hours per week with their tablets; 92% of video watched on the tablet is short form news and entertainment – which includes sports, weather, news and TV show clips -- followed by 64% viewing user generated content (e.g. YouTube);
Paid apps account for 23% of all tablet apps downloaded in the past year; and
The tablet app market has doubled with an estimated $2.6B spent in 2012, up from $1.4B in 2011.
Multitasking was more in evident than ever before. “The survey found that tablet users were increasingly becoming cross-platform consumers, with 32% of tablet users simultaneously using two screens for 3.1 hours per day and 29% simultaneously using three screens for 2.8 hours per day,” Horan noted.
“The two and three screen audiences are also more likely to purchase a product after seeing tablet advertising, then the general tablet population, providing an incredible opportunity for cross-platform advertising campaigns.”
Tablets are part of the mobile platform. The more you know about them, the better you will be able to communicate with your prospective and existing customers.
We live in a new DNAge.
In planning your marketing communications plan…
Lance Hanish is Chairman/CEO and Chief of Imagination at Sophis1234 Data.Digital.Direct. He can be reached at Lance@Sophis1234.com; Facebook: http://on.fb.me/w88x5m Twitter: @Sophis1234; Pinterest: http://pinterest.com/sophis1234/
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