Tablets are changing the way consumers engage with content

Thursday, April 7, 2011 | 10:23 AM

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With more than 165 million tablets expected to ship over the next two years, tablets are growing in popularity and changing the way that we consume content. People are spending considerable time with tablet devices and using them to play games, browse the web and search for information. Growth in the tablet market is only accelerating with companies releasing new products, and media companies and developers creating content specifically for these new devices.

In order to better understand how people are using tablets we ran a survey of over 1,400 tablet users and found that:
  • 68% of tablet users spend at least 1 hour a day on their tablet
  • 77% of respondents report that their desktop/laptop usage decreased after they started using a tablet
  • 82% of respondents said they primarily use their tablet at home
  • More than 1 in 3 respondents uses their tablet more than they watch TV:
For a more detailed look at our tablet usage survey, check out the attached presentation.  

These new usage patterns have strong implications for marketers and content creators. In the AdMob network alone, traffic from tablets has grown 300% in the past six months. Considering the numerous planned launches of new tablets in 2011, we’re excited to watch the traffic from tablets grow as consumers continue to adopt this new category of devices.

Posted by Harsh Shah, Google Mobile Ads Marketing Team


Eric said...

This comment has been removed by the author.

Eric said...

For comparison, it would be good to see pre-tablet usage of their (personal?) computer

Dan said...

It would also be wise to state who was being polled. If the survey was staged among a diverse cross section of people who may or may not use their tablet regularly.

Also, this survey says nothing of the participants' habits previous to owning a tablet. Did they ever read paper books, listen to the radio, have a smartphone, or watch TV?

Lastly, the survey does not detail what the users are actually doing with their tablets. Do they ready books on the tablet rather than paper, listen to music, watch tv, surf the web, etc.?

This survey leaves too many variables unaccounted for making it meaningless.

GURU said...

This comment has been removed by the author.

Alex said...

What percentage of the tablets surveyed were honeycomb?

manju said...

The survey is used to know how tablets are used day by day increasing,within six months 300% of tablets use is increased. And how tablets role in human life.

Arthur said...

@Dan, all good points, plus let's remember that any new device has to draw its use-time at the expense of SOMETHING. I expect you'll find a significant portion of early adopters also confessing they're getting less sleep because they can't tear themselves away from their new toys. Finally, consider the source. These findings all support the case that an advertiser should spend more dollars in the tablet space -- wonderfully convenient for an Ad Mob sales presentation. The survey is an ingenious new twist on what us in the business call "advertorial." I'm not criticizing Ad Mob for this; merely pointing out that this is what you should expect in a blog from an ad agency.

nimd4 said...

Yeah Dan, for example I don't have one, won't ever get one (not in the next decade @ least: until they stop selling inferior products, like with laptops in the beginning).

Keith said...

The presentation is still marked Google Confidential on every page. I assume it is no longer so.

The Tame Lion said...

Absolutely fantastic!
Thanks for sharing, I enjoyed the visit. :)

ClickZs said...

The new advertising is becoming more and more targeted and demanding with the good control as well I must say good is doing what others are just thinking!!!

Prizm said...

Nicely post about "Tablets are changing the way consumers engage with content".
Texas Advertising Agency