04 2 00 mobext global tablet research final v2

[email protected]@socialyse.co.uk

Context

Methodology

Findings

Context

8.79.7

0

2

4

6

8

10

2010 2011

Source:Deloitte, State of the Media Democracy Survey 2012

Growth of in-home devices to access media

8.79.7

0

2

4

6

8

10

2010 2011

Source:Deloitte, State of the Media Democracy Survey 2012

Growth of in-home devices to access media

Device growth fuelled by tablets in the UK

Jun Jul Aug Sep Oct Nov Dec Jan2.5

3

3.5

4

4.5

5

Mill

ion

s o

f Ta

ble

t o

wn

ers 72%

growth in only 7 months to Jan 12

Source: comScore Mobilens July 2011- Jan 12, eMarketer

12% of the UK population are now

owners of tablet devices

Device growth fuelled by tablets in the UK

Jun Jul Aug Sep Oct Nov Dec Jan2.5

3

3.5

4

4.5

5

Mill

ion

s o

f Ta

ble

t o

wn

ers 72%

growth in only 7 months to Jan 12

Source: comScore Mobilens July 2011- Jan 12, eMarketer

12% of the UK population are now

owners of tablet devices

The UK is leading the way in technology adoption

Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+

29%27%

30%

37%

44%Smartphone

10%9%

12%13%

16%Tablet

Devices used to access the internet in the last three months in France,Germany, Italy, Spain and UK.

The UK is leading the way in technology adoption

Source: Mintel: Digital Trends Spring UK, April 2012, Base 10,000 internet users 16+

29%27%

30%

37%

44%Smartphone

10%9%

12%13%

16%Tablet

Devices used to access the internet in the last three months in France,Germany, Italy, Spain and UK.

Source: InMobi / Mobext – UK

...and UK growth looks set to continue

Almost a third of non tablet owners are likely to purchase one

in the next 6 months

65% of tablet owners agree that tablets will be very common in the

future

Methodology

Methodology

• To conduct the first global on device study of consumer use of tablets, smartphones and laptops

• To understand the difference in usage and behaviour across the 3 devices

• To identify the role that tablets play in the path to purchase

Research Objectives

• On-device survey distributed via InMobi's global mobile ad network

• Currently 8,400 responses across 5 markets• Full range of smartphones and tablets across all major

mobile OS platforms.

Research Methodology

Findings

1. This is a love story

Key Insights

Source: InMobi / Mobext, (UK)

44% would not want to be separated from their tablet

42% say the their tablet has revolutionised the way they

communicate with friends/colleagues

49% share their tablets with family members

Tablet use peaks between 6pm and midnight – and is mainly used at home

Source: InMobi / Mobext - UK


2. Addition not substitution - tablet owners spend more time with digital devices

Key Insights



Key Insights



Key Insights



Key Insights

Tablet ownership increases overall daily time spent on digital devices

Laptop owners Smartphone owners Tablet owners

Average time spent using all devices

Source: InMobi / Mobext (UK)

6 hours 3 mins

6 hours 48 mins

5 hours 2 mins

Laptop owners Smartphone owers Tablet owners

France

5 hours 47 mins

5 hours 21 mins


South Korea


USA


India

And this pattern is replicated across markets

Source: InMobi / Mobext

Average time spent using all devices

7 hours12 mins 8 hours

42 mins8 hours3mins

11 hours 46 mins

7 hours 46 mins

7 hours 58 mins 6 hours

19 mins

6 hours 52 mins 5 hours

51mins

9 hours 20 mins

Source: InMobi / Mobext. UK

51% use a tablet to fill what would previously have been “dead time”



3. Tablets are used in equal measure for entertainment and life admin

Key Insights

UK shows the highest levels of dual screening across the globe

Watching TV whilst using device France IndiaSouth Korea UK US Av

Laptop/Desktop 46.7% 36.4% 23.4% 57.0% 50.7% 42.9%Smartphone 34.6% 33.8% 25.1% 47.9% 41.2% 36.5%Tablet 47.3% 41.0% 33.1% 72.0% 58.5% 50.4%

Source: Inmobi / Mobext

3.6 2.73.9

Tablets used for a wide variety of activities

Source: InMobi / Mobext, (UK)

Average number of activities different devices are used for

Communicated with a friend Banking

Communicated for business purposes Finding out information

Shopping Entertainment

Entertainment79%

Communicated with a friend76%

Finding out information66%

Shopping 48%


Entertainment70%


Shopping61%

Banking54%

Entertainment81%



Shopping 69%

Banking45%

Banking28%

Communicated for business

34%


26%


30%

Source: InMobi / Mobext (UK)

Tablets are used in equal measure for both functional and entertainment



3. Tablets are used in equal measure for entertainment and life admin

4. Media content is easy to access and tablets are having an impact on offline print readership

5. Whilst tablet usage is high across all markets, the UK leads the way in dual screening and purchase

6. Tablets have a key role to play across the purchase funnel

Key Insights

So what does this mean for brands?

CHILL-TERTAINMENT Targeting consumers when they are relaxed

CLOSE AND PERSONALBuilding deeper connections

SYNC ITNothing works in isolation

Purchase FunnelBy LOCATION

INDEX values summary (UK Only)

INDEXAwareness Consideration Active Evaluation Purchase

Post Purchase Experience

Home

LAPTOP / DESKTOP 144 132 141 158 122

SMARTPHONE 124 118 125 125 106

TABLET 168 123 161 174 117

Work / College

LAPTOP / DESKTOP 73 75 73 84 68

SMARTPHONE 86 86 81 82 82

TABLET 76 66 70 79 64

OOH

LAPTOP / DESKTOP 98 90 84 83 75

SMARTPHONE 104 100 92 103 86

TABLET 91 80 86 85 61

Source: Inmobi / Mobext, UK

‘Feel’ is tomorrow’s battleground for customer engagement – Senseg.com

Thank you!

Kieran Bourke, Managing Director, Mobext

04 2 00 mobext global tablet research final v2

Technology

uk growth

millions of tablet owners

inmobi mobext uk

inmobi mobext uk

uk population

tablet ownership

digital trends spring

tablet use peaks