21%

Tablet UsersUSAGE OVER TIME Y-ON-Y GROWTH IN USER NUMBERS USAGE BY AGEUSAGE BY AUDIENCE

OPERATING SYSTEMSBY REGION AND COUNTRY DEVICE SHARING

COMMERCESECOND - SCREENING CONTENT SOCIAL

TABLETSECOND-SCREENERS

MOST LIKELY TO USE...

PhilippinesIndonesia

India

Latin America

35-44s

BottomQuartile

SingaporeAustraliaSweden

North America

25-34s

TopQuartile

LOWER Income Quartile

2011

2012

2013

2014

MIDDLE Income Quartiles

TOP Income Quartile

MILLENNIALS32%

GEN X36%

26%

36%

51%

BOOMERS25%

51% 59%

PARENTS38%

BUSINESSTRAVELERS

TECHINFLUENCERS

ATTITUDES & INTERESTS

20% 20%

HALF 2/3

95%

MORE likely to buy brands they see

advertised and try new products

MORE interested in gadgets, beauty

products and fashion

say they like to keep up with the latest fashions

say they tend to buy premium versions

of products

describe them-selves as brand

conscious

use the internet to research

products

3in5

HAVE 2nd SCREENED VIA ANY DEVICE WHILE WATCHING TELEVISION3 in 5 using their tablet

82%Have bought a product online in the last month

via any device.

3in4Have reviewed a product or brand

in last month

50%Use search engines

or consumer reviews when researching

products

A QUARTERHave posted online

opinions about fashion, travel or technology in

the last month

MORE likely to second screen in order to interact with a TV show’s

online content

of tablet second-screeners are

chatting to friends.1 in 2 are searching for

products to buy

50%MORE likely to talk

about cars, nights out or financial products online

1in2Have bought

something via their tablet in last month

90%

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46% 29% 27% 25% 13%

MOSTLikely to follow:FRIENDS: 78%FAVORITE BRANDS: 56%ACTORS: 44%

MORE LIKELY TO USE ALL OF THE TOP 10 SOCIAL NETWORKS

A THIRDHAVE “LIKED” A BRAND IN THE LAST MONTH

MORE30%LIKELY TO FOLLOW BRANDS THEY ARE THINKING ABOUT BUYING FROM

ACTIVE USAGE OF SOCIAL PLATFORMS

33% 75%

MORE LIKELY THAN OTHERS TO HAVE UPLOADED

A VIDEO

HAVE PAID FOR SOME FORM OF DIGITAL

CONTENT - 15% HIGHER THAN OTHERS

A THIRD

have streamed live TV via

their tablet in the last month

TWO THIRDS

have watched a video clip on

their tablet

A QUARTER

have watcheda branded

video in the last month

1 in 2HAVE USED THEIR TABLET TO WATCH

TV ON DEMANDIN LAST MONTH

2011 2012 2013 2014

10%

17%

23%25%

60% 50%

35%

32%

33%33%

32%

NorthAmerica

AsiaPacific

MiddleEast &Africa

LatinAmerica

Europe

TOP 10 MARKETS

Ireland Singapore China Mexico UK

Turkey Russia USA Hong Kong

Spain

38%

42%

36%

41%

36%

41%

36%

40%

35%

39%

of users SHARE their device with

other people

share their tablet with 3 OR

MORE others

55% 13%

TWOTHIRDS

OR MORE

SHARE THEIR TABLET IN:

ARGENTINA VIETNAM

MEXICO FRANCE

PHILIPPINES

55-64s LEAST likely to share their tablet. Parents are the MOST likely

USING ANDROID USING IOS

54% 37%

2012

2011

2013

2014

187%

97%

14%

Tablet users are defined as those who say they have accessed the internet via a tablet within the last month. Unless stated otherwise, all figures are taken from our Q2 2014 wave of online research among 41,853 adults aged 16-64 in 32 countries.

8%

9%

12%

17%

Q1

Q2

Q4

Q2

Q4

Q1

Q2

Q3

Q4

Q1

Q2

50%

50%

50%

50%

50%

50%

50%

50%

50%

50%

50%

22%22%

16 to 24 25 to 34 35 to 44 45 to 54 55 to 64

29%

38%

37%

29%

24%

11% 13%8% 6% 5%

20142011

31%

29%

30%

30%

33%

33%33%