The tablet evolution: survey shows dramatic consumption differences between devices

The latest Ipsos MediaCT report demonstrates the rise of the tablet across the UK and how the device – thought of as a ‘more convenient’ laptop – is becoming a common share-point for family households.

Tablet ownership now stands at one in four UK households, with 10-15% of current owners saying that they plan to buy a second tablet in the next 12 months.

Though primarily used for communication and entertainment purposes such as VOD, emailing and surfing the web, the way in which tablets are utilised is beginning to incorporate other activities, like online shopping – signalling a growing level of trust between the tablet and consumer.

However, the smartphone continues to lead the way when it comes to communication and social networking.

Ipsos found that over half of smartphone users access social networking sites on their device, compared with 45% of tablet owners, and instant messaging is predominantly performed via smartphone (32%) – more than 10% higher than tablet users.

As technology advances, so does the consumer, and Ipsos noted a shift in the relationship between consumers and desktop computers/laptops and the tablet – which is seen to be the more convenient device.

When choosing to watch short video clips or catching up with TV programmes, people are equally as likely to choose a tablet as they are a desktop or laptop, suggesting that the tablet is becoming a ‘mini-TV’, while the smartphone remains a key platform for communication.

20% of households own both a smartphone and tablet and 40% of consumers have the same apps on both. However, in terms of media consumption habits, there is a dramatic difference between devices.

“We have seen from passive metering of behaviour that the same content is consumed in very different ways,” states the Ipsos report. “Whilst engagement is broadly similar across a month on either device, smartphone usage tends to be more frequent short bursts of content consumption, whilst tablets are used less frequently but for longer.”