Web Browsing, Email Top UK Tablet Activities - eMarketer
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Web Browsing, Email Top UK Tablet Activities

Everyday leisure activities shift toward tablets among those who own them

January 3, 2014 | Mobile

UK tablet users’ frequent activities on the devices are a picture of everyday internet use, according to research.

The November 2013 survey from Newsworks, carried out by YouGov, paints an unsurprising portrait. Nearly two-thirds of tablet users in the country said they used email on the devices, and general internet browsing was even more popular.

Playing games was the second-most-popular specific activity on tablets, followed by several other leisure pursuits. Just 6% of respondents said they did “other” things on a weekly basis or more often, suggesting that using tablets as work devices is generally unpopular.

Tablet Activities* of UK Tablet Owners, Nov 2013 (% of respondents)

An earlier survey, fielded by Kinetic Woldwide in February 2013, found that UK tablet users most commonly reported using their devices to search for information (89%) and email (80%), followed by playing games (69%) and reading the news (68%)—a similar selection of top activities, though more common overall. This is likely because Kinetic did not ask only about weekly behaviors.

eMarketer estimates that 20.0 million UK residents used a tablet at least monthly in 2013—including people who owned their own as well as those who regularly used a tablet belonging to someone else. By the end of this year, we expect 24.6 million UK tablet users.


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