Tablet

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

25%

41%47%

Tablet ownership – reach across age groups

Sources: YouGov 25-27 November 2013

18-24 25-34 35-44 44-54 55+

Who owns tablets?Greatest reach of 35-44s

38%41%

48%

Who owns tablets? Slight female bias

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

52%

ABC1

C2DE

61%

39%

Who owns tablets?Still heavily weighted to more upmarket owners

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

Tablets rival PCs and laptops for experience

Strongly Agree Agree Neither agree nor disagree

Disagree Strongly Disagree

Don't Know

22%

27%

33%

11%

5%2%

Only 16% disagree with the statement

Accessing news via a TABLET a better experience than laptop/PC

49% of people who access news on

their tablet believe that it

provides a better experience

than a PC or laptop

Source: YouGov February 2013. Base: 2078 UK internet users interested in news/1405 using Computer to access news in last week, 585 using Smartphone/331 usingTablet

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

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

Ownership of tablets increases reach of digital newspaper brands

% accessing online newspaper brands last week

Source: YouGov February 2013. Base: 2078 UK internet users interested in news/1405 using Computer to access news in last week, 585 using Smartphone/331 usingTablet

43%

Computer users

52%

Smartphone users

55%

Tablet users

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

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

Three – device livesDay in the life of device usage - Weekday

Desktop

Mobile

Tablet

0%

5%

10%

15%

20%

30%

35%

Night Time1-3am

Early Morning4-6am

Morning7-9am

Late Morning10-12am

Early Afternoon1-3pm

Afternoon4-6pm

Early Evening7-9pm Late Evening

10-12pm

*iab research

Tablet users

Title 

Measurement Delivery

The Sun Active Users/Subscribers N/A

  Daily Active Users N/A

Daily MirrorPublication Active Views 45,606

 

Daily MailPublication Active Views 16,434

 

Daily Telegraph Active Users/Subscribers N/A

  Daily Active Users N/A

The TimesPublication Active Views 72,597

 

The Guardian Active Users/Subscribers 19,499 (iPad only)

  Daily Active Users N/A

The Independent Active Users/Subscribers N/A

  Daily Active Users N/A

Evening Standard Active Users/Subscribers 20,989

  Daily Active Users N/A

i Active Users/Subscribers N/A

  Daily Active Users N/A