2 April 2012 - 3:12pm | posted by | 0 comments

The impact of tablet on the media landscape

A year-long qualitative study conducted by Total Media has provided insights into the impact of tablet technology on the media landscape.

The impact of tablet on the media landscapeThe impact of tablet on the media landscape

With Apple releasing its third generation iPad, what seems certain is that tablets are becoming a mass market device and their proliferation continues to grow at an incredible rate.
What is less certain is just how these devices are affecting the media landscape; what will be the long term consequences on consumers’ media consumption and how will the technology benefit and threat traditional media consumption?

Key findings of the report are:

  • Content consumption increases with tablet ownership – 46% of tablet owners state they go online more since owning a tablet
  • Tablets cannibalise and complement other media
  • Tablets increase news promiscuity
  • 79% of tablet owners use their device at home
  • The web isn’t dead; 62% of tablet owners do not prefer to use apps over the web browser for using the internet via their tablets
  • The tablet pound will be worth more than the mobile pound, with 60% of tablet owners having spent more than £100 online in the past three months

The report also provides advice for brands looking to take advantage of tablet in their communications strategies. Subscribers to The Drum can download a copy of the report for free.

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