According to sales numbers, the iPad is smoking its iBrethren like the iPod and iPhone (and of course every other tablet) in terms of growth in unit sales. I think there is little doubt that tablets and their kind have a very bright future. So what about the people who use them and their habits? A new study from
Knowledge Networks sheds some technographic light on the issue.
Perhaps not suprisingly, tablet consumers are younger, are more digitally engaged, are early adopters of new gadgets, and use tablets for personal/recreational purposes - not work. Almost 50% of all tablet-owning are between 13 to 34 years old. Tablet owners spend an average of 4 hours, 19 minutes with the Internet daily, compared to 2 hours 55 minutes for everyone else; a massive difference of 84 minutes, or 48% more time.
Tablet owners spend ~55 minutes daily accessing the Internet on their tablets; social networking, gaming, and search take up about half (24 minutes) of that time. The tablet user is much more inclined to use mobile devices to access the internet (38% of the time), compared to 14% of the general population. Additionally 92% of tablet owners also own a smartphone and they are 40% more likely to own a DVR, too.
Lastly, new data from Google shows a dramatic spike in tablet use during the evening. While not entirely surprising, it supports the theory that people break out their iPads etc. while sitting on the couch after work—often while watching TV. What's clear is that consumers are using all of these devices—sometimes in series, often in parallel. PR strategies that ignore a segment of the device market reduce the chance of breaking through to an increasingly multi-platform user.
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