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Tablets are preferred 'downtime' devices - IAB study claims


By The Drum Team, Editorial

December 9, 2011 | 2 min read

Tablet computers such as iPads are consumers' preferred 'downtime' devices, according to new research from the Internet Advertising Bureau.

The study, undertaken with research agency Sparkler, aimed to understand the way people consume content across smartphones, tablets and desktops & laptops during their day.

Over 600 respondents were recruited according to their ownership of different devices - 413 who owned both smartphones and desktop/laptops, and 256 who owned tablets, smartphones and desktop/laptops.

It found that mobile is most popular during the morning commute, dipping mid-afternoon allowing the desktop/laptop to take over, with tablet usage surging in the evening.

More than 50% of tablet interactions take place in the late evening (between 7 - 12pm), resulting in tablets being the most used device amongst owners in the evening.

Not only was the tablet seen as the preferred ‘downtime’ device but the research also highlighted that the majority of people with tablets are dual screening, with 51% of all tablet usage occasions occurring in front of the TV.

Tablet owners are fifty per cent more likely to use their tablet to dual screen than their mobile (35%) or their PC ( 33%).

IAB’s senior mobile manger, Alex Kozloff, said: “This study has proven how tablets are a device that have found a place amongst the suite of devices today’s consumers own. It proves that tablets are neither phone nor PC but have carved out a unique position as a ‘downtime’ device and the go to for entertainment during weekends and evenings. This research indicates a bright future for tablets in the UK.”


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