Ad mob tablet survey
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This survey of 1,430 tablet users from March 2011 found that: - 43% spend more time on their tablet than their desktop and 1 in 3 spend more time on their tablet than watching TV. - The most popular tablet activities are gaming, searching for information, and emailing. - 68% spend at least an hour per day on their tablet, mostly at home. - Tablets are used more on weekdays than weekends and more at night than during the day. - 77% reported decreased desktop/laptop usage after getting a tablet, and 28% said their tablet is their primary computer.
Ad mob tablet survey
- 1. Tablet Survey March 2011 Google Confidential and Proprietary 1
- 2. Tablet Survey Summary Tablet usage is growing and sometimes surpasses time spent on desktop and TV • 43% of respondents spend more time with their tablet than with their desktop/laptop • 1 in 3 respondents spends more time with their tablet than they do watching TV Tablets are used widely for playing games, searching for information and emailing • Most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%) • Least popular include shopping (42%), reading e-books (46%) and consuming entertainment (51%) People are spending at least an hour a day on their tablet and using it primarily at home • 68% of respondents spend at least 1 hour a day on their tablet • 82% of respondents primarily use their tablet at home Tablets are used mostly on weekdays and in the night • 69% of respondents said they use their tablet more frequently on weekdays relative to weekends • Tablets are used more during the night according to 62% of respondents Tablets are replacing time spent with desktops/laptops • 77% of respondents reported that their desktop/laptop usage decreased after getting a tablet • 28% of respondents said that the tablet is their primary computer This report includes results from a tablet survey that was run in the US in March 2011. The survey had 1,430 respondents. Google Confidential and Proprietary 2
- 3. 43% spend more time with their tablet than with their desktop; 1 in 3 respondents uses their tablet more than watching TV I spend more time each day on my tablet than I: (select all that apply) % of respondents 80% 59% 60% 52% 43% 41% 40% 34% 20% 11% 0% Read a paper book Listen to the radio Use my Use my Watch TV None of the above desktop/laptop smartphone Google Confidential and Proprietary 3
- 4. Tablets are used widely for playing games, searching for information and emailing Select all the ways in which you use your tablet: % of respondents 100% 84% 78% 80% 74% 61% 60% 56% 51% 46% 42% 40% 19% 20% 0% Playing Searching for Emailing Reading the Accessing a Consuming Reading e- Shopping Other games information news social entertainment books online network (music, videos) Google Confidential and Proprietary 4
- 5. 68% of respondents spend at least 1 hour a day on their tablet On average, how much time do you spend using your tablet per day? % of respondents 40% 38% 30% 21% 20% 7% 4% 0% Less than 15 minutes 15-30 minutes 30 minutes-1 hour 1-2 hours 2+ hours Google Confidential and Proprietary 5
- 6. 82% of respondents primarily use their tablet at home When do you primarily use your tablet? (select one) % of respondents 100% 82% 80% 60% 40% 20% 11% 7% 0% When I'm at home When I'm on the go When I'm at work Google Confidential and Proprietary 6
- 7. The vast majority of respondents use their tablet more frequently on weekdays Do you use your tablet more frequently on weekdays or weekends? % of respondents 80% 69% 60% 40% 31% 20% 0% Weekdays Weekends Google Confidential and Proprietary 7
- 8. 62% of respondents use their tablet more frequently at night Do you use your tablet more frequently during the day or during the night? % of respondents 80% 62% 60% 40% 38% 20% 0% Day Night Google Confidential and Proprietary 8
- 9. 77% of respondents reported that their desktop/laptop usage decreased after they started using a tablet Since you started using a tablet, has your desktop/laptop usage decreased? % of respondents 100% 80% 77% 60% 40% 23% 20% 0% Yes No Google Confidential and Proprietary 9
- 10. 28% of respondents said that the tablet is their primary computer Is the tablet your primary computer? % of respondents 80% 72% 60% 40% 28% 20% 0% Yes No Google Confidential and Proprietary 10