Tablets Are For Content Consumption

Photograph of Apple's iPad Tablet Computer

Photo of Tablet Computer courtesy of meedanphotos on Flickr

CUSTOMER PREFERENCE: TABLET VS. PC

Frank N. Magid & Associates

87% of tablet users are accessing content with their devices.

72% prefer their tablet for getting information about the weather.

Compared to 22% who prefer to use a desktop PC.

71% prefer their tablet for listening to music.

Compared to 24% who prefer the PC.

67% wold rather play games on their tablet.

Compared to the 28% who prefer their PC.

67% like their tablet for watching video.

28% would rather watch vids on their PC.

64% prefer their tablet for social networking.

Compared to the 26% who prefer the activity on their PC.

64% prefer their tablet for general browsing of the Internet.

Compared to 31% who like to use their PC.

63% prefer their tablet for getting local news.

While 30% prefer their PC for that activity.

55% would rather read a book on their tablet.

And 39% would rather do so on their PC.

52% prefer their tablet for online shopping.

But 40% prefer using their PC for that purpose.

THOUGHT: I’ve said before that I saw tablets as predominantly content consumption devices and these data bear out that presumption. People pretty much prefer their tablet to their PC across the board.

That would change if you started asking some work-specific questions like working with spreadsheets or writing a lengthy report or creating a business presentation.

There are two factors that contribute to why people prefer their tablets for so many types of content.

One is convenience: When you press the ON button, tablets are good to go. Unlike a PC, there’s no boot-up time. The second factor is where people use their tablets: 58% use it at home, 21% use it at work, 16% use it in the car or while commuting, and only 5% use it while shopping.

It is early in the adoption rate of tablet computers (12% of the US Internet population now, expected to grow to 23% by early next year), so we’ve yet to really understand how people use the technology and thus we’ve yet to see a great deal of innovation on the platform.

One brilliant use of tablet technology points, I think, to the direction that books are moving toward, as more of an interactive experience; The Waste Land app brings T.S. Eliot’s famous poem to life (thanks to Rohn Jay Miller tipping me off to this). [WATCH Poetry App: T.S. Eliot’s The Waste Land at eStrategy.tv.]

 

THROWBACK THURSDAY: WATCH Hospitals of the Future.

 

Thank you for The Waste Land.

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.