Tablet Survey Summary Tablet usage is growing and sometimes surpasses time spent on desktop and TV • 43% of respondents spend more time with their tablet than with their desktop/laptop • 1 in 3 respondents spends more time with their tablet than they do watching TV
Tablets are used widely for playing games, searching for information and emailing • Most popular activities on tablets include gaming (84%), searching for info (78%) and emailing (74%) • Least popular include shopping (42%), reading e-books (46%) and consuming entertainment (51%)
People are spending at least an hour a day on their tablet and using it primarily at home • 68% of respondents spend at least 1 hour a day on their tablet • 82% of respondents primarily use their tablet at home
Tablets are used mostly on weekdays and in the night • 69% of respondents said they use their tablet more frequently on weekdays relative to weekends • Tablets are used more during the night according to 62% of respondents
Tablets are replacing time spent with desktops/laptops • 77% of respondents reported that their desktop/laptop usage decreased after getting a tablet • 28% of respondents said that the tablet is their primary computer
This report includes results from a tablet survey that was run in the US in March 2011. The survey had 1,430 respondents. Google Confidential and Proprietary
2
43% spend more time with their tablet than with their desktop; 1 in 3 respondents uses their tablet more than watching TV I spend more time each day on my tablet than I: (select all that apply)
% of respondents
80% 60%
59% 52% 43%
41%
40%
34%
20%
11%
0% Read a paper book Listen to the radio
Use my desktop/laptop
Use my smartphone
Watch TV
None of the above
Google Confidential and Proprietary
3
Tablets are used widely for playing games, searching for information and emailing Select all the ways in which you use your tablet:
% of respondents
100% 84% 80%
78%
74% 61%
60%
56%
51%
46%
42%
40% 19%
20%
0%
Playing games
Searching for information
Emailing
Reading the Accessing a Consuming Reading enews social entertainment books network (music, videos)
Shopping online
Other
Google Confidential and Proprietary
4
68% of respondents spend at least 1 hour a day on their tablet On average, how much time do you spend using your tablet per day?
% of respondents
38%
40% 30%
21% 20%
4%
7%
0% Less than 15 minutes
15-30 minutes
30 minutes-1 hour
1-2 hours
2+ hours
Google Confidential and Proprietary
5
82% of respondents primarily use their tablet at home When do you primarily use your tablet? (select one)
% of respondents
100% 82% 80%
60% 40% 20%
11%
7%
0% When I'm at home
When I'm on the go
When I'm at work
Google Confidential and Proprietary
6
The vast majority of respondents use their tablet more frequently on weekdays Do you use your tablet more frequently on weekdays or weekends?
% of respondents
80% 69%
60% 40%
31%
20% 0% Weekdays
Weekends
Google Confidential and Proprietary
7
62% of respondents use their tablet more frequently at night Do you use your tablet more frequently during the day or during the night?
% of respondents
80% 62% 60% 40%
38%
20% 0% Day
Night
Google Confidential and Proprietary
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77% of respondents reported that their desktop/laptop usage decreased after they started using a tablet Since you started using a tablet, has your desktop/laptop usage decreased? % of respondents
100% 80%
77%
60% 40% 23% 20%
0% Yes
No
Google Confidential and Proprietary
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28% of respondents said that the tablet is their primary computer Is the tablet your primary computer?
68% of respondents spend at least 1 hour a day on their tablet ... I spend more time each day on my tablet than I: (select all that apply) ... When I'm on the go.
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