A post for my media and marketing friends!
A recent tablet study out by The Online Publishers Association, the trade body, and Frank N. Magid Associates, of 2 450 people shows some interesting results regarding media and purchase habits.
Before we get into a summary of the numbers, look at this graphic below that shows how ipad penetration has blown away both iphone and ipod, products that we considered to have become popular pretty quickly – it is not even close how much faster the ipad is becoming embedded as a media touchpoint in the US :
So what came out of the study?
I’ve tried to summarize the key points below that I feel are most powerful.
- Tablets (incl. ipads) are used by 31% of US people, expected to rise to 47% by next year (It was only 12% last year!)
- 52% of tablet owners have an ipad
- 74% use it daily
- 85% of tablet users use them for multitasking, alongside watching TV or a mobile phone
- 66% multitask with ‘3 screens’ eg mobile, TV or PC
- 61% have purchased content eg books, magazines, films etc
- 96% have downloaded apps and 72% have paid for apps
- 38% of users had made purchases after seeing tablet ads in the last six months.
- A further 38% had researched products, 23% had clicked on these messages, 20% had redeemed coupons or offers, 19% visited product websites and 15% logged on to Facebook pages.
For the full study click here: Tablet behaviour in US
So now we have the following battles playing out in new media:
ipad vs. Surface, Facebook vs. Google, Google Play vs itunes, Amazon vs. Netflix, RTB vs ad networks and many, many more.
Watch this space to see who prevails in the tablet world!