Wednesday, 27 March 2013

83% of tablet owners use the tablet alongside TV

"The BBC [survey] found the following:
– Some 43% of tablet owners say that they watch more TV now than they did five years ago. 83% say they use tablets alongside TV.
– 25-34 year-old professionals are the biggest “news enthusiasts.” But that enthusiasm is still TV-first, other screens second, with tablets remaining distinctly in a secondary, not primary, role. Across all age groups, 42% of news consumption is still happening on TV, with laptops (29%), smartphones (18%) and tablets (10%) scoring in significance.
– Advertising may be appearing in different formats, but users are not surprised by that. The BBC found that “news audiences expect to see advertising nearly as much on mobile.” The exact figures: 79% tablet and 84% smartphone were unsurprised with ads compared to 87% on TV and 84% online. But response times on mobile are still less good. 1 in 7 users said they responded to a mobile ad in the last four weeks with responses to TV and desktop are 1 in 5 and 1 in 4 respectively.
– TV remains first screen. “In breaking news situations, users turn to television as their primary and first device (42%), with the majority (66%) then turning to the internet to investigate stories further. Users rated national and international news of most importance (84%, 82%), closely followed by local news (79%). Financial and business news (61%) were more highly valued than news about sports (56%) and arts/entertainment news (43%).”
"The survey, The BBC says, polled some 3,600 consumers across Australia, Singapore, India, United Arab Emirates, South Africa, Poland, Germany, France and the U.S., the BBC, working with InSites Consulting, says this is the biggest study of its kind. The geographical reach complements the ongoing work from Pew Research Center on digital media usage, which focuses on the U.S. only."

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