Tablet owners spend more time and money on internet than anyone else
Research has found that 46% of tablet owners go online more regularly now they own a device, while 24% are spending more money via the internet now that they have a tablet.
The research by Total Media consisted of a quantitative survey of six people, and a qualitative survey of 1000 people, and found that 33% said that the tablet has affected their behaviour in the home.
It was discovered that tablet users spend an average of 1 hour and 45 minutes per day browsing the web, with 39% using the device when watching TV, being prompted by programming or advertising.
Total Media found that compared to a mean spend of £78 for all internet users, tablet owners spend the most with £97 spent online in the last three months.
Thomas Laranjo, managing director at Total Media, said: “The tablet is essentially evolving into a mobile home shop.
“It will continue to grow from strength to strength through the Apple iPad craze and the tablets’ sustained market growth – heavily contributing to the continued rise in consumer spending online.
“The Tablet Pound is flexing its e-commerce spending power. Moreover, the research highlights how disruptive tablet computers have become and will continue to impact the way we consume media. ‘Dual screening’ and disloyalty of news sources are not necessarily new concepts but the study really brings home that if companies don’t have a multi-media strategy, and integrate their communication across media channels, their marketing campaigns will suffer.”
In terms of media, it was found that 43% of tablet owners read more news than they did before owning a tablet, while 72% read different titles than before – although only 13% downloaded of viewed magazines online.
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