Tabletomics – a new tablet phenomenon
According to new research from Viacom, there is a new phenomenon called ‘Tabletomics’ – the behaviours and emotions resulting from the use of a combination of tablets, media, technology and creativity.
The research project, exploring how people use tablets and emotionally connect to them, with a focus on tablets as TV and the dual-screen experience, covers Kindle, Samsung, HP and iPad owners, and looks at the impact of services such as Apple Airplay, Kindle Whispersync and MSO apps on TV show viewing.
The key findings include:
- In just a few years, tablets have risen to second-screen prominence for full-length TV (FLTV) show viewing, ahead of computers. Yet, television still provides the better experience.
- Tablets provide complementary experiences to TV viewing via second-screen experiences and co-viewing apps like MTV’s WatchWith.
- MSO app users, Netflixers, Apple TV owners, AirPlay users and Whispersync users report higher levels of FLTV show watching on tablets. Over one-third of both AirPlay and Whispersync users say they watch more TV on their tablets because of these apps.
- Tablet owners report emotional connections to this device unlike any other in the household – more than 50% of respondents said their tablet makes them feel happier and more relaxed, 49% said tablets make them more effective at managing life and 39% said tablets boost creativity.
Stuart Schneiderman, strategic insights and research at Viacom Media Networks says “as tablet ownership becomes more widespread and tablets themselves evolve, we predict these devices will increasingly transform not only how and when we use other devices, but how and when we consume all kinds of content”.
Read the Viacom blog here.