tablet. tablet ownership at a glance sources: yougov 25-27 november 2013: 2262 uk adults online 18+...
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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
25%
41%47%
Tablet ownership – reach across age groups
Sources: YouGov 25-27 November 2013
18-24 25-34 35-44 44-54 55+
Who owns tablets?Greatest reach of 35-44s
38%41%
48%
Who owns tablets? Slight female bias
Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18
52%
ABC1
C2DE
61%
39%
Who owns tablets?Still heavily weighted to more upmarket owners
Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+
Tablets rival PCs and laptops for experience
Strongly Agree Agree Neither agree nor disagree
Disagree Strongly Disagree
Don't Know
22%
27%
33%
11%
5%2%
Only 16% disagree with the statement
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
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
Listening to music
Photos
Reading books
Watching videos
Social networking
Keeping up with news
Playing games
Internet browsing
26%
28%
37%
37%
49%
49%
54%
65%
68%
Regular activities, at least once a week
What do people use their tablets for?News is a regular activity for almost half of tablet owners
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+
Ownership of tablets increases reach of digital newspaper brands
% accessing online newspaper brands last week
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
43%
Computer users
52%
Smartphone users
55%
Tablet users
All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+
30%
39%35%
31% 30%
24%
Tablet owners: spend more time reading news since owning a tablet
Tablet ownership increases news consumptionTwo out of five 18-24s spend more time reading news
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+
Three – device livesDay in the life of device usage - Weekday
Desktop
Mobile
Tablet
0%
5%
10%
15%
20%
30%
35%
Night Time1-3am
Early Morning4-6am
Morning7-9am
Late Morning10-12am
Early Afternoon1-3pm
Afternoon4-6pm
Early Evening7-9pm Late Evening
10-12pm
*iab research
Tablet users
Title
Measurement Delivery
The Sun Active Users/Subscribers N/A
Daily Active Users N/A
Daily MirrorPublication Active Views 45,606
Daily MailPublication Active Views 16,434
Daily Telegraph Active Users/Subscribers N/A
Daily Active Users N/A
The TimesPublication Active Views 72,597
The Guardian Active Users/Subscribers 19,499 (iPad only)
Daily Active Users N/A
The Independent Active Users/Subscribers N/A
Daily Active Users N/A
Evening Standard Active Users/Subscribers 20,989
Daily Active Users N/A
i Active Users/Subscribers N/A
Daily Active Users N/A