12/7/12
Multitasking accounts for 40% of all time spent using tablets, according to GfK MRI. Nine in 10 tablet owners (90%) have used their tablets while doing other activities at least once in the past week. Nearly three quarters (74%) say they multitask more than they did before they had tablets.
Almost nine in 10 tablet owners (89%) who use their devices for multitasking do so when at home. Fewer than a quarter multitask with their tablets at work (19%) or while commuting (18%). Evenings are prime time for using tablets simultaneously with other media or activities.
Watching TV is the top activity performed simultaneously with tablets. Although tablets perform some of the functions of smartphones and computers, significant proportions of tablet owners use their devices at the same time as smartphones or computers.
Among those who use tablets while watching TV, 36% pay more attention to the tablet than to the TV, 36% pay equal attention to both, and 28% pay more attention to the TV than to the tablet.
Women are more likely than men to focus on their tablets, while men are more likely to focus on the TV. Tablet-owning households have an average of 1.98 tablets or e-readers in the house. Women make up 58% of owners of tablets or e-readers, but ownership of iPads is evenly split.
Seven in 10 tablet owners (72%) say they consume more media because they have tablets, and 47% use their tablets to access media they cannot access on any other devices.
More than half of tablet owners (56%) are very interested in the ads embedded in at least one of the types of apps currently on their devices.
Men (61%) and Millennials (66%) are more likely than others to express this level of interest in advertisements in apps. Ads in shopping/retail, local information, and weather apps are most likely to attract tablet users’ interest.
SOURCE: “Tablets And Multitasking,” Fall 2012, GfK MRI, Anne Marie Kelly, EVP Marketing and Strategic Planning, 75 Ninth Ave., 5th Fl., New York, NY 10011; 212-884-9204; annemarie.kelly@gfkmri.com; www.gfkmri.com. Price: Contact for information.
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