AdMob survey data on Tablet usage released

Key points of report:

1. Most important trend was that tablets are replacing time spent with PCs. 43% of respondents said that they're spending more time with their tablet than their PCs now.
2. People are spending ~1 hr/day on their tablet, mostly at home and on weekday nights. This has implications for campaign management / optimization.
3. Tablets are most often used for games, searching for information & email.

US tablet owners use the devices mainly for games, says a Google survey

Google survey finds games trump all other uses for tablets

Research finds that 84% of tablet owners are playing games, versus 51% who are consuming music and videos.

A survey of more than 1,400 tablet owners in the US by Google's AdMob subsidiary has found that gaming is the most popular use for these devices, considerably ahead of music, video and ebooks.

According to the survey, 84% of tablet owners play games, ahead of even searching for information (78%), emailing (74%) and reading the news (61%). 56% of tablet owners use social networking services on their device, while 51% consume music and/or videos, and 46% read ebooks.

AdMob does not break out which tablets were owned by the users, but the survey was conducted in March this year, at a point when Apple's iPad accounted for the lion's share of the tablet market in the US – although Samsung's Galaxy Tab had also been available for a few months.

The survey found that 38% of respondents spend more than two hours a day using their tablets, while another 30% spend 1-2 hours. It appears that tablets are predominantly domestic devices, with 82% of people primarily using their tablets at home, versus 11% who say they are used primarily on the go, and 7% who said at work.

28% of respondents say their tablet is now their primary computer, while 43% say they spend more time using their tablet than they do their desktop or laptop computer.

It's the games stat that provides the biggest surprise though. It's not shocking that games are popular on tablets: the App Store charts for iPad apps make that crystal clear already. However, this is the first survey where games have come ahead of email as a usage for tablets.

What's missing from Google's survey, though, is data on time spent doing these various activities – for example, comparing the proportion of heavy tablet gamers with heavy emailers.

Source: Guardian Tech

Full AdMob report can be downloaded from here.

Posted via email from Technobedouin