LMX Reports: The Tablet Computer

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1 LMX Reports: The Tablet Computer August, 2011 Excerpts for Review

2 LMX Longitudinal Media Experience For the past three years, LMX has been the only syndicated single-source media diary examining when, where and how new and traditional media are consumed. Utilizing a media ediary and a Attitudes and Usage module, LMX offers the clearest picture possible of the US consumers engagement with media and new technology, and how this changes over time. All LMX data reported within this report are available in the LMX data portal Harmoni, powered by Infotools. LMX Methodology LMX is fielded online to 7,000+ respondents 13 to 74 years old twice yearly (Spring and Fall). Sample is provided by the Ipsos OTX Multi-Source Sample Community, and results are weighted to the US online population 13 to 74 years of age. LMX is therefore representative of this U.S. online population, and estimates and projections appearing in this report are made only to the US online population 13 to 74. Estimations of US online population by major demographic breaks are established by data provided by the U.S. Census Bureau Current Population Survey and Pew Research Center. References throughout this report to total, general, general population, or other indications of a comparison to a population at large are meant to be a comparison to the US online population years of age, or a demographic subset thereof. Special Note Within the Spring and Fall 2010 LMX studies, the Apple ipad tablet computer was the only such device measured. Therefore all references to Spring and Fall 2010 tablet computer or tablet computer ownership reference the Apple ipad tablet computer. In Spring 2011, additional tablet computers were measured, and references to tablet computers in Spring 2011 refer to all tablet computers. For More Information For further information on the content of this report, please contact Mark McLaren For more information on the LMX suite of products (LMX, LMX Family, LMX Hispanic), or other Ipsos OTX MediaCT Syndicated offerings, please contact Julanne Schiffer or Rhiannon Shane Notice The contents of this report constitute the sole and exclusive property of Ipsos OTX Corporation and/or its affiliated companies ( Ipsos ). Ipsos retains all right, title and interest in and to any Ipsos trademarks, trade secrets, copyright, patents, databases, software and computer programs, technologies, methodologies, products and know how included or arising out of this report or used in connection with Ipsos' preparation of this report. No license is hereby granted or implied. The contents of this report are confidential and may be used by the subscriber, its officers, directors and employees solely for internal business purposes. No other use is permitted and the subscriber agrees not to disclose, publish or sell all or part of this report to any third party without the prior written consent of Ipsos Ipsos OTX Corporation. All rights reserved. Contains Ipsos Confidential and Proprietary information. Page 1

3 Contents Introduction... 3 Executive Summary... 3 Detailed Findings... 4 Tablet Computer Ownership Grows Dramatically... 4 ipads Own the Tablet Marketplace... 4 Who Are Tablet Computer Owners?... 5 Who Are the Next Tablet Computer Owners?... 6 Tablet Owners are Tech Savvy and Device Hungry... 7 Tablet Among Top 5 Devices... 8 Tablet Owners Spend More Time with Media... 8 Tablet Owners Are Avid Social Networkers... 9 Tablet Owners Are Big Gamers Tablet Owners Are Alternative Platform TV Viewers Tablet Owners Are Keen Readers Tablet Owners Spend More Money on Media Content How Is the Tablet Used? The Tablet and Other Devices The Tablet Computer and Device Attitudes Tablet Ownership Drives App Interaction Wrap Up Appendix Data Tables Appendix Data Table Index Ipsos OTX Corporation. All rights reserved. Contains Ipsos Confidential and Proprietary information. Page 2

4 LMX Reports: The Tablet Computer Introduction Few products have captured the imagination or the share of conversation as the tablet computer. Within a year of the launch of Apple s ipad tablet computer, 30 different tablet computers are either in the market or planned for launch. The following pages offer a comprehensive look at those who currently own a tablet, how they are using tablets, and how tablets are impacting their media experience. Executive Summary Since Apple launched the ipad in April 2010, the tablet computer has experienced phenomenal US growth in 12 short months. Within the ipad s first months of going on sale, 2% of consumers owned the device. By May of 2011, tablet ownership had grown to 10% of consumers. This rapid growth in tablet computer ownership is unlikely to end anytime soon. Intent to purchase a tablet computer has grown substantially in the past 6 months (from 12% to 17%), and is growing across numerous consumer segments. Current Tablet Owners tend to be male, years-old, affluent, and have children in the household. This owner profile is currently very similar across different tablet brands, but this heterogeneous quality may change as the tablet computer continues to gain ground across more diverse consumer segments, and tablet computer brands find their individual brand differentiators. Tablet Owners are using the device for a wide range of things, and the tablet computer has quickly become a device relied upon for information search, communication, and entertainment activities. There is also strong evidence that tablet computer ownership is changing how often the laptop computer and the smartphone are used for those activities. Tablet Owners are a technologically sophisticated group, and tend to own more tech-forward devices than do others. They also spend substantially more on media content, both traditional and digital. Tablet Owners also spend more time with media - over 1 hour a day more than the general population. More Tablet Owners watch online video, spend time reading, play video games, and participate in social networking activities than the general online population. Their affluent profile and high spend make Tablet Owners a valuable target for brands and media owners. However, Tablet Owners are heavy multi-taskers, and they use their technology to provide them with the most efficient route to their media content; making them a group that is hard to reach - and even harder to engage Ipsos OTX Corporation. All rights reserved. Contains Ipsos Confidential and Proprietary information. Page 3

5 Appendix Data Table Index Activities Done in the Past 3 Months on a Tablet Computer Activities Done in the Past 3 Months on a Tablet Computer, Laptop, Smartphone, Trended Age - Tablet Intenders Age - Tablet Owners Applications Attitudes Towards Tablet Capabilities Average Past Month Spend on Media Content/Entertainment Subscription Service Children In Household - Tablet Intenders Children In Household - Tablet Owners Daily Time Spent by Primary Day and Extended Day Tablet Owners Daily Time Spent on Media Activities - By Total, Tablet Owners and Non-Tablet Owners Daily Time Spent on Media Activities, Trended Tablet Owners Demographic Profile - Tablet Intenders Demographic Profile Tablet Owners Device Kept Device Ownership Device Ownership Indexed To Total Ethnicity - Tablet Intenders Ethnicity - Tablet Owners Gender - Tablet Intenders Gender - Tablet Owners Household Income - Tablet Intenders Household Income - Tablet Owners Incidence of Tablet Intent to Purchase by Demographic, Trended Incidence of Tablet Ownership by Demographic, Trended Means of Reading Content in the Past 3 Months Online Activities Done in the Past Week Reading Frequency Sexual Orientation - Tablet Intenders Sexual Orientation - Tablet Owners Social Network Membership and Activities Tablet Type Ownership & Intent To Purchase Use of Zinio/Apps for Magazine Access Video Gaming Behaviors Ipsos OTX

6 About Ipsos OTX MediaCT Ipsos OTX MediaCT works with leading companies in technology and all sectors of media TV, digital, print, outdoor, radio helping owners and advertisers to better understand different audiences, the content they consume, the media channels they use to consume it and the technology they use to discover, talk about and access this content. We do this through industry-leading products and services such as LMX (Longitudinal Media experience) and the Ipsos Mendelsohn Affluent Survey; as well as through custom research to answer specific and often complex, questions from our clients. Many of these questions are focused on cross-platform evaluation and the relationship between different media channels. They also cover the consumer s relationship with new technology and how it impacts on their behavior and thought processes. Answering them requires an innovative approach to market research together with sector experience and ultimately, thought leadership. The senior team at Ipsos OTX MediaCT has extensive experience of working with and for media owners, agencies, advertisers, technology and entertainment companies, allowing us to look at the issues from all angles. The techniques we use to answer research briefs encompass a wide range of approaches from the humble survey or focus group to semi-ethnographic online techniques, biometric testing and the use of virtual reality. Ipsos OTX MediaCT is a specialist division within the global market research group, Ipsos. Ipsos has offices in 67 countries, generating revenues of over 1bn Euros in Alongside media, content & technology, Ipsos has specialist practices in advertising, loyalty, marketing and public opinion research Ipsos OTX

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