Transcript Tablet owners

Tablet
Tablet ownership at a glance
Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+
ONS Internet Access Quarterly update Q3, 2013 for UK adults who have used internet
Who owns tablets?
Greatest reach of 35-44s
Tablet ownership – reach across age groups
47%
41%
41%
38%
25%
18-24
Sources: YouGov 25-27 November 2013
25-34
35-44
44-54
55+
Who owns tablets?
Slight female bias
52%
Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18
48%
Who owns tablets?
Still heavily weighted to more upmarket owners
C2DE
ABC1
Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+
39%
61%
Tablets rival PCs and laptops for experience
Accessing news via a TABLET a better experience than laptop/PC
49% of people
who access news on
their
tablet believe that it
provides a better
experience
than a PC or laptop
Only 16% disagree
with the statement
33%
27%
22%
11%
5%
Strongly Agree
Agree
Neither agree
nor disagree
Disagree
Strongly
Disagree
Source: YouGov February 2013. Base: 2078 UK internet users interested in news/1405 using Computer to access news in
last week, 585 using Smartphone/331 usingTablet
2%
Don't Know
What do people use their tablets for?
News is a regular activity for almost half of tablet owners
Regular activities, at least once a week
Internet browsing
68%
Email
65%
Playing games
54%
Keeping up with news
49%
Social networking
49%
Watching videos
37%
Reading books
37%
Photos
Listening to music
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+
28%
26%
Ownership of tablets increases reach of digital
newspaper brands
% accessing online newspaper brands last week
43%
52%
Computer users
Smartphone users
Source: YouGov February 2013. Base: 2078 UK internet users interested in news/1405 using
Computer to access news in last week, 585 using Smartphone/331 usingTablet
55%
Tablet users
Tablet ownership increases news consumption
Two out of five 18-24s spend more time reading news
Tablet owners: spend more time reading news since owning a tablet
39%
35%
31%
30%
30%
24%
All owners
18 to 24
25 to 34
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+
35 to 44
45 to 54
55+
Three – device lives
Day in the life of device usage - Weekday
35%
30%
20%
15%
10%
Desktop
Mobile
Tablet
5%
0%
Night Time Early Morning
4-6am
1-3am
*iab research
Morning Late Morning Early Afternoon
7-9am
10-12am
1-3pm
Afternoon Early Evening
Late Evening
4-6pm
7-9pm
10-12pm
Tablet users
Title
The Sun
Daily Mirror
Daily Mail
Daily Telegraph
The Times
The Guardian
The Independent
Evening Standard
i
Measurement
Delivery
Active Users/Subscribers
N/A
Daily Active Users
N/A
Publication Active Views
45,606
Publication Active Views
16,434
Active Users/Subscribers
N/A
Daily Active Users
N/A
Publication Active Views
72,597
Active Users/Subscribers
19,499 (iPad only)
Daily Active Users
N/A
Active Users/Subscribers
N/A
Daily Active Users
N/A
Active Users/Subscribers
20,989
Daily Active Users
N/A
Active Users/Subscribers
N/A
Daily Active Users
N/A