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Media Usage

The following excerpt is from eMarketer's report:
"Tablet Users' Multidevice Habits: Connected Morning, Noon and Night (But On Different Devices)"

The vast majority of consumers who use tablets also own a host of other web-enabled devices. And those other devices aren't gathering dust; it's common for tablet users to consume media across four screens in a given month.

From laptops to game consoles to smart TVs, tablet owners overindex in tech device usage—particularly smartphones—compared to the average consumer. eMarketer estimates 128 million US consumers will use a tablet at least once a month in 2013, and the majority (57%) of those tablet users will also regularly use a smartphone.

Given their penchant for web-enabled devices, this cohort is rarely "off the grid." While that makes them highly accessible to marketers, tablet users are a slippery bunch that frequently shifts attention from one device to another. The good news for marketers is users' transitions between devices largely mirrors the home-work-home transitions made in a typical day. Brands implementing a measurable "all screen" marketing strategy will have the best chance to win this group's "catch me if you can" game.


THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • How many web-enabled devices do US tablet users own?
  • When, where and for what purposes do US consumers use tablets most frequently?
  • What are the marketing implications of tablet users being heavy multidevice users?

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