1Tablet Ownership in the United States
2No Slowing Down
3Tablets Are Changing Consumer Behavior
On tablets, consumers react differently to brands and advertising. “To take full advantage of this new channel,” said the report, “brand advertisers need to refine their content to maximize the unique features of tablets, as well as discover how consumers want to be engaged while using them.” A separate NPD study found that while a majority of people watch TV with a second screen, such as a tablet, only a minority are interested in directed, complementary content.
4Changing Device Preferences
Tablets are being used for tasks that smartphone aren’t; more than anything (63 percent), this is true for watching videos. Hispanics and 18- to 24-year-olds said they were the least likely to differentiate between devices, while those 45 and older said they are most likely to differentiate between devices to perform tasks, such as banking or online shopping.
5Ad Preferences Vary
6It Depends What You’re Selling
7Tablet Owners Are Smartphone Owners
8Have Tablet, Will Travel
9Tablet Face Time
10Security Concerns Have Vanished
While previous studies showed consumers to be particularly cautious when it came to online tasks involving banking or credit card information, those days are passed. In the current study, 84 percent of folks said they’re comfortable using their tablet for tasks once performed on their PCs, like banking.
11Tablet Brands, by the Sexes
More than half of respondents said they plan to buy a new tablet in the next six months. As for brands, Apple was the top choice overall, particularly among women. Men (20 percent versus 9 percent) were more than twice as likely to own a Samsung tablet, while Amazon’s Kindle Fire is a favorite with those 45 and older.
12Apple Still Rules the Tablet Roost
Among those surveyed, 49 percent owned an iPad (5 percent had a Mini), 16 percent had an Amazon Kindle Fire and 13 percent had a Samsung Galaxy tablet.