Transcript
21%
Tablet UsersUSAGE OVER TIME Y-ON-Y GROWTH IN USER NUMBERS USAGE BY AGEUSAGE BY AUDIENCE
OPERATING SYSTEMSBY REGION AND COUNTRY DEVICE SHARING
COMMERCESECOND - SCREENING CONTENT SOCIAL
TABLETSECOND-SCREENERS
MOST LIKELY TO USE...
PhilippinesIndonesia
India
Latin America
35-44s
BottomQuartile
SingaporeAustraliaSweden
North America
25-34s
TopQuartile
LOWER Income Quartile
2011
2012
2013
2014
MIDDLE Income Quartiles
TOP Income Quartile
MILLENNIALS32%
GEN X36%
26%
36%
51%
BOOMERS25%
51% 59%
PARENTS38%
BUSINESSTRAVELERS
TECHINFLUENCERS
ATTITUDES & INTERESTS
20% 20%
HALF 2/3
95%
MORE likely to buy brands they see
advertised and try new products
MORE interested in gadgets, beauty
products and fashion
say they like to keep up with the latest fashions
say they tend to buy premium versions
of products
describe them-selves as brand
conscious
use the internet to research
products
3in5
HAVE 2nd SCREENED VIA ANY DEVICE WHILE WATCHING TELEVISION3 in 5 using their tablet
82%Have bought a product online in the last month
via any device.
3in4Have reviewed a product or brand
in last month
50%Use search engines
or consumer reviews when researching
products
A QUARTERHave posted online
opinions about fashion, travel or technology in
the last month
MORE likely to second screen in order to interact with a TV show’s
online content
of tablet second-screeners are
chatting to friends.1 in 2 are searching for
products to buy
50%MORE likely to talk
about cars, nights out or financial products online
1in2Have bought
something via their tablet in last month
90%
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46% 29% 27% 25% 13%
MOSTLikely to follow:FRIENDS: 78%FAVORITE BRANDS: 56%ACTORS: 44%
MORE LIKELY TO USE ALL OF THE TOP 10 SOCIAL NETWORKS
A THIRDHAVE “LIKED” A BRAND IN THE LAST MONTH
MORE30%LIKELY TO FOLLOW BRANDS THEY ARE THINKING ABOUT BUYING FROM
ACTIVE USAGE OF SOCIAL PLATFORMS
33% 75%
MORE LIKELY THAN OTHERS TO HAVE UPLOADED
A VIDEO
HAVE PAID FOR SOME FORM OF DIGITAL
CONTENT - 15% HIGHER THAN OTHERS
A THIRD
have streamed live TV via
their tablet in the last month
TWO THIRDS
have watched a video clip on
their tablet
A QUARTER
have watcheda branded
video in the last month
1 in 2HAVE USED THEIR TABLET TO WATCH
TV ON DEMANDIN LAST MONTH
2011 2012 2013 2014
10%
17%
23%25%
60% 50%
35%
32%
33%33%
32%
NorthAmerica
AsiaPacific
MiddleEast &Africa
LatinAmerica
Europe
TOP 10 MARKETS
Ireland Singapore China Mexico UK
Turkey Russia USA Hong Kong
Spain
38%
42%
36%
41%
36%
41%
36%
40%
35%
39%
of users SHARE their device with
other people
share their tablet with 3 OR
MORE others
55% 13%
TWOTHIRDS
OR MORE
SHARE THEIR TABLET IN:
ARGENTINA VIETNAM
MEXICO FRANCE
PHILIPPINES
55-64s LEAST likely to share their tablet. Parents are the MOST likely
USING ANDROID USING IOS
54% 37%
2012
2011
2013
2014
187%
97%
14%
Tablet users are defined as those who say they have accessed the internet via a tablet within the last month. Unless stated otherwise, all figures are taken from our Q2 2014 wave of online research among 41,853 adults aged 16-64 in 32 countries.
8%
9%
12%
17%
Q1
Q2
Q4
Q2
Q4
Q1
Q2
Q3
Q4
Q1
Q2
50%
50%
50%
50%
50%
50%
50%
50%
50%
50%
50%
22%22%
16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
29%
38%
37%
29%
24%
11% 13%8% 6% 5%
20142011
31%
29%
30%
30%
33%
33%33%
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