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Research from the Internet Advertising Bureau (IAB) launched today suggests that consumers see tablets as the perfect device for late evening use when in front of the TV.

The study from research company Sparkler in partnership with panel providers On Device Research, found that 51% of all tablet uses occurred in front of the TV. In fact, tablet owners are 50% more likely to use their tablet in this situation than their mobile (35%) or PC (33%).

More than 50% of tablet interactions were found to take place in the late evening (between 7 - 12pm) resulting in tablets being the most used device amongst owners in the evening. Tablet usage then accelerates during the weekends with 25% of respondents choosing to use their device during their downtime and 49% agreeing the tablet is the device that best allows them to be entertained.

The study involved 600 respondents, chosen according to their ownership of different devices - 413 with both smartphones and desktop/laptops, and 256 with tablets, smartphones and desktop/laptops. Conducted entirely via mobile, respondents were asked to check-in to a page every time they used the web or an app on a tablet, smartphone or PC over 2 days (a weekday and weekend day). 

Alex Kozloff, the IAB’s senior mobile manager said that the study shows that tablets are a device that has found a place among the suite of devices today’s consumers own.

It proves that tablets are neither phone nor PC but have carved out a unique position as a ‘downtime’ device and the go to for entertainment during weekends and evenings. This research indicates a bright future for tablets in the UK.” 

27% of respondents claimed that they click on ads more on their tablet than they did before, and 65% are now using their device to browse online stores. 

When asked, 82% of smartphone users and 73% of tablet owners said that not paying a subscription but having advertising on websites was the preferred approach.  Only 18% of smartphone users and 27% of tablet owners said they would be happy to go for a subscription based model and have to pay for the content they want to access over seeing ads on their chosen websites.

The majority of both of smartphone, tablet and PC users (52%), and smartphone and PC users (55%) see advertising as a ‘personal invitation’, with the other half seeing it as a personal invasion. Location seems a popular way for advertising to become more relevant for consumers, with the majority (59%) of respondents saying that advertising using their GPS location suits them. Though the sample size here isn’t huge, it shows that there’s an opportunity for both smartphones and tablet advertising to utilise this.

Additional findings from JiWire, the world's largest location-based interactive media channel, also launched today suggests that tablet usage is on the up. Of a sample size of 2,000 in the US, ownership of tablets is up 5% from last quarter, usage is up 84% from Q4 2011, and purchase intent for this particular device is 50% higher than that of laptops. 

Vikki Chowney

Published 9 December, 2011 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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Comments (2)



Interesting post. I was wondering if there was any way you could post the graphics large enough so they could be read?

almost 5 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Hi Andrew

We've got this as large as it can go I'm afraid, sadly a lot of infographics are designed with teeny-tiny writing on and are pretty difficult to embed.

Will see if I can fiddle with this though...


almost 5 years ago

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