tab-tastic christmas 2013

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Results from YouGov survey conducted November & December 2013

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Tablet ownership at a glance

Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+

ONS Internet Access Quarterly update Q3, 2013 for UK adults who have used internet

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16.5 million adults now own a tablet and over 4 million will buy or receive this Christmas

Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+

ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet

of adults own a tablet39%

intend to buy for Christmas 20137%

expect to receive for Christmas 20133%

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Who owns tablets?Ownership peaks among 35-44s

All adults aged 18+

18 to 24 25 to 34 35 to 44 45 to 54 55+

29%27%

35% 34%

27% 26%

39%

25%

41%

47%

41%38%

Dec-12 Nov-13

Tablet ownership – reach across age groups

Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+

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Who’s buying a tablet for Christmas?35-44s are the most likely to buy a tablet for Christmas 2013

All adults online 18+

18 to 24 25 to 34 35 to 44 45 to 54 55+

7%8%

10%

12%

7%

3%

Source: YouGov 25-27 November 2013: 2262 UK adults online 18+

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Who’s expecting a tablet for Christmas?18-24s are the most hopeful

All adults online 18+

18 to 24 25 to 34 35 to 44 45 to 54 55+

3.1%

5.0%4.7%

2.4% 2.6%2.3%

Source: YouGov 25-27 November 2013: 2262 UK adults online 18+

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Who are people buying tablets for?Children aged 6-10 most likely recipients of tablets at Christmas 2013

0-5 6-10 11-15 16-24 25-34 35-44 45-54 55-64 65+

7%

21%

13%

10%9%

19%

11%

9%10%

Tablet gifting– what age are you buying for?

Source: YouGov 25-27 November 2013: 157 UK adults online 18+ buying a tablet as a gift for Christmas

Children Adults

8

8%

19%

19%

19%

35%

Age profile of adult tablet owners

18 to 2425 to 3435 to 4445 to 5455+

Who owns tablets?54% of owners are 45+

Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

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48%52%

Gender profile of tablet owners

MenWomen

Who owns tablets? Similar numbers of men and women owners

Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+

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Who owns tablets?C2DE ownership increased at higher rate in 2013

ABC1 C2DE

28%

18%

35%

23%

43%

34%

Pre Christmas 2012Post Christmas 2012Pre Christmas 2013

Tablet ownership – reach across social class groups

Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+

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61%

39%

Social class profile pre Christmas 2013

ABC1C2DE

Who owns tablets?Proportion of C2DE owners increased from 35% post Xmas 2012

Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+

Total Apple iPad

Other Apple iPad, e.g. iPad 3

Apple iPad Mini 2

Apple iPad Air

Samsung tablet

Total Kindle tablet

Other Kindle tablet, e.g. HD

Kindle Fire HDX

Google Nexus 7

Tesco Hudl

55%

46%

7%

4%

14%

10%

8%

2%

8%

2%

Which brands are owned pre-Christmas 2013?Apple has dominant share among current owners

Source: YouGov 11-13 December 2013: 876 tablet owners online 18+

* Totals add to more than 100% as some people have multiple tablets

Argos MyTablet

Google Nexus 7

Kindle Fire HDX


Total Kindle tablet

Tesco Hudl

Samsung tablet

Not sure

Apple iPad Mini 2


Apple iPad Air

Total Apple iPad

5%

6%

5%

7%

12%

14%

19%

21%

7%

9%

16%

29%

Buying as a gift

Argos MyTablet

Google Nexus 7

Not sure

Samsung tablet

Tesco Hudl


Kindle Fire HDX

Total Kindle tablet

Apple iPad Air


Apple iPad Mini 2

Total Apple iPad

4%

11%

14%

17%

17%

15%

16%

28%

9%

11%

19%

30%

Expecting to receive as a gift

Which brands are popular as gifts for Christmas 2013?Apple regains top slot from Kindle Fire; Hudl makes a showing

Source: YouGov 11-13 December 2013: 182 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 75 expecting to receive as a gift

* Totals add to more than 100% as some people buying more than one tablet as a gift

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Up to £99.99 £100 to £199.99 £200 to £399.99 £400 or more

18%

42%

27%

9%

23%

43%

24%

Buying as a gift Expecting to receive as a gift

How much are people intending to spend?Buyers more generous than expected. Apple possibly under pressure

Source: YouGov 25-27 November 2013: 157 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 70 expecting to receive as a gift

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Listening to music

Photos

Reading books

Watching videos

Social networking

Keeping up with news

Playing games

Email

Internet browsing

26%

28%

37%

37%

49%

49%

54%

65%

68%

Regular activities, at least once a week

What do people use their tablets for?News is a regular activity for almost half of tablet owners


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Listening to music

Photos

Reading books

Social networking


Email

Watching videos

Internet browsing

Playing games

35%

38%

41%

59%

62%

65%

67%

68%

73%

18-24 tablet owners - regular activities, at least once a week

News is a core activity for young tablet owners18-24s more active generally, including news

Source: YouGov 25-27 November 2013: 69 tablet owners online aged 18-24

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Photos

Watching videos

Reading books

Listening to music

Social networking

Internet browsing

Playing games

Email


27%

31%

32%

34%

37%

44%

49%

49%

57%

Regular activities, at least once a week

Prospective new tablet owners anticipate using it for news

Source: YouGov 25-27 November 2013: 70 online adults 18+ expecting to receive tablet as a gift for Christmas

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79% of tablet owners have visited a newspaper website, either via app or via website/search

Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months

40%via app

61%via

website/search

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All owners 18-24 25-34 35-44 45-54 55+

40%

46% 44%39% 37% 39%

18-24s are most likely to use a newsbrand app


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All owners 18-24 25-34 35-44 45-54 55+

61%

71%64% 65%

56% 58%

61% of tablet owners have visited a newspaper website either directly or via search


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All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+

30%

39%35%

31% 30%

24%

Tablet owners: spend more time reading news since owning a tablet

Tablet ownership increases news consumptionTwo out of five 18-24s spend more time reading news


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Tablets provide a rich newsbrand experience

Makes the newspaper a multi-media experience

55%

Reading newspapers on a tablet.........

Provides more than paper versions

42%

Is engaging

49%

Makes newspapers feel more innovative

46%

Is good for helping me to understand the world

44%

Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement

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Tablets provide a rich newsbrand experience.... particularly for younger readers aged 25-34

Makes the newspaper a multi-media experience

63%

Reading newspapers on a tablet.........

Provides more than paper versions

52%

Is engaging

65%

Makes newspapers feel more innovative

62%

Is good for helping me to understand the world

55%

Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement

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Clicked on an advert to buy the product/service

Bought something later as a result of seeing an advert (but did not click

the advert)

Clicked on an advert to find out

more

Looked a brand up later to find out

more (but did not click the advert)

5%7%

17% 17%

Tablet owners: action as a result of seeing an ad on a tablet

Tablet owners interact with ads


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• All figures, unless otherwise stated, are from YouGov Plc.

1. Main tablet survey: Total sample size was 2,262 adults. Fieldwork was undertaken between 25th – 27th November 2013.

2. Follow up brand survey: Total sample size was 2,272 adults. Fieldwork was undertaken between 11th – 13th December 2013.• Both surveys were carried out online. The figures have been weighted and are

representative of all UK adults (aged 18+).

• Calculations for numbers of tablet owners in UK are as follows:– Online adults saying they own a tablet: 39.09%– UK adults who have ever used the internet: 86% of UK adults (42.2 million)– Source: ONS Internet Access Quarterly Update Q3, 2013

Sample and method

tab-tastic christmas 2013

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