Tablets Quickly Become Major Home Entertainment Device - eMarketer

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Tablets Quickly Become Major Home Entertainment Device

Most owners are using their PCs less

April 20, 2011

Research on tablet usage has found, since the iPad first made its way into the hands of millions in 2010, that they are primarily used for entertainment, and the availability of media content on the devices is still driving purchase intent. A March 2011 survey from mobile ad network AdMob amplifies those findings further, showing that for many owners tablets are fast becoming a primary source of entertainment.

Nearly seven in 10 tablet owners reported spending at least 1 hour per day using the device, including 38% who spent over 2 hours on it. And while just 28% consider it their primary computer, 77% are spending less time on desktop or laptop PCs since they got a tablet.

More than two in five respondents now spend more time each day with their tablet than with a traditional computer or with a smartphone, and a third use tablets more than they watch TV.

US Tablet Owners Who Spend More Time Each Day on Their Tablet Than with Select Media, March 2011 (% of respondents)

The No. 1 tablet activity, according to the survey, was playing games. Searching for information, emailing and reading the news rounded out the top four activities, suggesting that web surfing and keeping up with communications are important tablet activities that go beyond pure entertainment, without reaching very far into the realm of genuine productivity.

Tablet Activities of US Tablet Owners, March 2011 (% of respondents)

Despite their portable nature, AdMob found that tablets aren’t very mobile in practice. Over 80% of tablet owners said they mostly use the device at home; just 11% used them primarily on the go.

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Check out today’s other article, “Advertisers Look for Better Online Video Metrics, Reach.”


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