Gartner Survey Identifies the Top-Five Daily Activities Done on Media TabletsJuly 3, 2012
The survey confirmed that the main reason for buying a media tablet is the form factor. More specifically, respondents purchase a media tablet, in preference to a PC, for its convenience, small size and light weight. The survey also found that 45 percent of respondents do not share their tablet at all. This confirms that a media tablet is almost as personal as a mobile phone in terms of usage and consumer attitude. The survey showed a trend for men to purchase their own media tablets and for women to receive them as gifts.
The Mobile Phone Is the Device Most Used Throughout the Day
“The mobile phone is the most personal device in the hands of users, and it enables more private activities,” said Annette Zimmermann, principal research analyst at Gartner. “It is the device that the respondents use most throughout the day, with the average user in the survey using it eight times a day for tasks requiring connectivity. This compares with an average usage frequency of twice a day for media tablets and three times a day for mobile PCs.”
Mobile phones play a role both inside and outside the home. Within the home, users recorded the most activities on their phones when in their living room (78 percent). Sixty-five percent used them outside the home or while in transit, and 66 per cent used them at work. This aligns with Gartner's scenario for screen usage in the living rooms of today and tomorrow: even though the TV remains the largest screen in the living room, it shares users' attention with other devices with smaller screens, often used simultaneously, as people access complementary or distinctively different services.
Across all activities conducted on the Internet, checking email (74 percent) and social networking (57 percent) are the most common activities on mobile phones. Gaming is in fourth place (42 percent), and appears more popular than checking the news (40 percent) and listening to music (40 percent). Watching live TV remains a very limited activity for mobile phone users (5 percent), but on-demand content has a slightly broader reach (15 percent).
The survey also found that both male and female adopters show similar attitudes toward the use of mobile devices. Both groups use the Internet more at home than elsewhere, and they use it for research, shopping, learning and socializing. However, the women in the study connect significantly less than the men when outside the home, and the difference in location might be partly linked to gender-specific usage patterns. While men seem to prefer to gather information, women use their devices more for personalized entertainment activities like gaming and socializing via Facebook or Twitter.
Additional information is available in the Gartner report “Survey Analysis: Early Tablet Adopters and Their Daily Use of Connected Devices.” The report is available on Gartner's website.
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