Tablets creating new relationships with consumers, says IAB

Tablets will not replace laptops and desktops, but have carved out their own niche relationship with consumers, according to new research from the Internet Advertising Bureau (IAB).

Tablets: The 'downtime' device
Tablets: The 'downtime' device

For the research, conducted by Sparkler and On Device Research, the IAB surveyed more than 600 Britons - 413 of them owning both smartphones and personal computers (desktops or laptops), and 256 owning tablets, smartphones and PCs - about their daily usage of the devices. The IAB also conducted interviews with respondents.

The study showed that although there has been extensive development in the tablet market, a role still remains for desktops and laptops as part of a portfolio of devices.

It found that nearly two thirds of both the tablet and non-tablet users would not replace their broken or lost laptop with a tablet or mobile but would buy another laptop.

Examining the usage patterns of the tablet owners, the IAB found that tablets are now seen as the preferred ‘downtime’ device, with usage surging in the evening and at the weekend. More than 50% of tablet interactions take place in the late evening, between 7pm and midnight.

Tablet usage accelerated at weekends, while 49% of tablet users agree it is the device that allows them to be entertained.

It found that just over half of tablet users are ‘dual screening’, by using their device while in front of the television.

Alex Kozloff, senior mobile manager at the IAB, 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," she said.

Follow Sarah Shearman on Twitter: @Shearmans

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email