Apple iPad Owners Use Tablets More Often Than Most: Gartner
Apple tablet owners use their iPads most often, and more than 80 percent of them are heavy users—up to 10 or more times a day, Gartner found.Half of mobile device screen time is spent on entertainment, such as playing games, reading books, watching live TV or listening to music or the radio, according to a survey of 726 tablet owners in the United States, United Kingdom and Australia by IT research firm Gartner. Owners of Apple and Samsung tablets spend more time—around 30 minutes extra each day—on entertainment than owners of other brands, according to the report. In addition, Apple tablet owners use their iPads most often and more than 80 percent of them are heavy users (10 or more times a day). "Other tablet providers need to understand why owners of their tablets spent significantly less time on their devices," Annette Jump, research director at Gartner, said in a statement. "Unless consumers use tablets regularly and find them valuable for specific activities, they are unlikely to purchase the same brand or, indeed, any replacement tablet after a couple of years." Unlike in Gartner's 2011 user survey, where respondents ranked brand as their top purchasing criterion, those interviewed in 2013 are considerably more interested in design and price—brand has slipped to third place. The report suggested this is because adoption of tablets has moved beyond early adopters into the mainstream, and the value proposition now needs to include late adopters, who usually opt for reliable, durable products.
The rest of tablet owners’ time is spent on communication (26 percent), such as sending emails and visiting social media sites, production activities (15 percent) such as editing videos and writing blogs and finding information (9 percent), including checking the news and weather and researching products and services.