Tablets mostly used at home

07 November 2011

LONDON: A much greater number of tablet owners are using these devices at home rather than on the move, a new European study has found.

CCS Insight, the research firm, polled 4,500 people who had already purchased a slate such as Apple's iPad in France, Germany, Italy, the Netherlands, Spain and the UK.

When looking at home usage, 79% of consumers used their tablet in the living room, reaching 60% for the bedroom, rising to 70% in France and the UK. Another 38% did so in the kitchen and 39% did so elsewhere in the house.

"Previously, people had to leave the room and sit down at a computer to use the Internet. A tablet offers a more convenient and social means of access, allowing users to join in with family activities while remaining on-line."

A further 58% of interviewees took their tablet on holiday, standing at 34% when out and about, 27% at work, 26% during travelling and 15% on their commute to work.

The research suggested the cost of 3G tariffs and limited availability of WiFi discouraged consumers from utilising these appliances when commuting, causing many shoppers to opt for e-readers instead.

CCS Insight also revealed that 60% of the current audience primarily participated in leisure pursuits on these devices, whereas just 7% mainly undertook activities for professional reasons.

"This statistic will alarm tablet-makers that are trying to sell devices to the enterprise market," said Martin Garner, SVP, internet, at CCS Insight. "Business customers will not engage with tablets until they see a vast improvement in enterprise software on tablets."

In all, the study discovered that more than 90% of the sample used their slate for at least an hour a day, hitting 95% in the UK.

More specifically, the British panel posted the largest average usage time, on 2.8 hours a day, and 11% utilised the web via this route for over five hours on a daily basis.

Shoppers in the UK possessing a tablet other than the iPad actually recorded a usage time 30 minutes higher than those who did have Apple's pioneering product, a trend consistent across Europe.

"We found that younger people are more likely to own cheaper non-Apple devices, and that these users tend to be most engaged with social networks," said Garner.

Data sourced from CCS Insight; additional content by Warc staff