Almost half (45 per cent) of all British adults now have a tablet compared to 32 per cent a year ago, according to research from Kantar Media’s syndicated study, futureProof.
More than four out of ten users now live in a home with more than one tablet, the research of over 2,000 participants found, with the device used for watching up on TV programmes or film, YouTube, or gaming.
Devices are now used more in a home environment, with only eight per cent of people using their tablet out-of-home every day, while 44 per cent never take their tablet outside.
Trevor Vagg, director, Kantar Media Custom, commented: “Tablets have rapidly become part of our digital lives, with Christmas sales and cheaper, Android powered devices all contributing to make tablets a 'need to have' rather than just a 'nice to have'.
“The arrival of cheaper Android based tablets such as Tesco’s Hudl and the Kindle Fire has turned what was a premium device into something that’s much more ubiquitous but also increasingly as personal as the smartphone we use when we are on the go. These shifts open new doors for advertisers in terms of targeted messaging opportunities.”
Tablets are also playing a growing role in the purchase process with 53 per cent of tablet users researching information on a product or service on their device, up from 44 per cent six months ago.