Usage des tablettes aux Etats-Unis (étude Kensington)

Harvey Jones

Informations

• Publié par: ActuaLitte.com
• Publié le: 14 juillet 2014
• Nombre de lectures: 320
• Langue: English

Extrait

Targeting: General population in US, 503 responses. Survey undertaken using Google Insights.

Question 1: When you wake up in the morning which of the following is your first interaction? Overview: tabulated All (503) None of the above#1 33.4% (+4.2 / -4.0) Speak with Partner or family#2 23.3% (+3.9 / -3.5) Social networks#3 18.7% (+3.6 / -3.2) TV #416.3% (+3.5 / -3.0) News website#5 12.9% (+3.2 / -2.7) Work colleague or emails#6 10.1% (+2.9 / -2.3) Overview: observations More respondents (23.3%) would rather speak with their partner or family than engage in any other activity However, respondents (41.7%) are more likely to do a computer related task 1 (Social networks/News website/Work colleague or emails)than engage with their partner or family Over half (52%) of morning interactions are communicative (Speak with Partner of family/Social networks/Work Colleague or emails), though only 23.3% of total are definitely face to face communicative (i.e. Partner / Family) TV watching is losing out to Social Network use as a wake-up activity Checking emails is a task only performed by a hardcore 10% of respondents Gender: tabulated Men (242)Women (203)Gender unknown (58) None of the above38.4% (+6.3 / -5.9)22.2% (+6.2 / -5.2)51.7% (+12.3 / -12.6) Speak with Partner or family18.6% (+5.4 / -4.4)31.0% (+6.7 / -6.0)15.5% (+11.4 / -7.1) Social networks18.2% (+5.3 / -4.3)22.2% (+6.2 / -5.2)8.6% (+10.0 / -4.9) TV 11.2%(+4.6 / -3.4)21.7% (+6.2 / -5.1)19.0% (+11.9 / -8.0) News website15.7% (+5.1 / -4.0)10.3% (+5.0 / -3.5)10.3% (+10.4 / -5.5) Work colleague or emails13.2% (+4.8 / -3.7)9.4% (+4.8 / -3.3)0.0% (+6.2 / -0.0) 1 Note that the questions were multiple choice so these and later numbers may not add up from the percentages in the table

Gender: observations Females are far more likely to speak to a partner or family member as their first interaction (31% versus 18.6% Males) Females are also more likely to check Social networks (22.2% versus 18.2%) and watch TV (21.7% versus 11.2%) Males are more likely to check a news website (15.7% versus 10.3%) or speak with a work colleague / check emails (13.2% versus 9.4%) Number of Males and Females likely to do a digital task as their first action (Social networks/News website/Work colleague or emails) is roughly equivalent (37.6% versus 36.9%) How these numbers compare in turn to speaking to partner or family member is still interesting though–Male: 37.6% digital interaction, 18.6% partner or family. Female: 36.9% digital, 31% family 55.7% of female first morning interactions are communicative (Speak with Partner of family/Social networks/Work Colleague or emails) versus only 42.6% of male (“Women in more communicative in the morning shock”) TV loses out to digital interactions AND family social interactions in all cases Far more substantial number of men chose “None of the above”- skews results? Note that Google’s inferred gender and age data is based on browsing history, and has a tendency to gender certain pursuits. Inferred age: tabulated

18-24 year-25-34 year-olds35-44 year-olds45-54 year-olds55-64 year-olds65+ year-oldsAge unknown  olds(64) (92)(61) (77) (76) (64) (69) 25.0% (+1120.7% (+9.4 / -21.3% (+11.8 / -29.9% (+11.0 / -43.4% (+11.2 / -50.0% (+11.9 / -46.4% (+11.6 / - None of the above .8 / -9.0)7.0) 8.4)9.1) 10.6)11.9) 11.3) Speak with23.4% (+1130.4% (+10.0 / -29.5% (+12.4 / -24.7% (+10.7 / -18.4% (+10.2 / -17.2% (+11.0 / -17.4% (+10.6 / - Partner or family.7 / -8.7)8.5) 10.0)8.3) 7.1) 7.3)7.2) 34.4% (+1234.8% (+10.2 / -31.1% (+12.4 / -11.7% (+9.1 / -2.6% (+6.5 / -1.6% (+6.8 / -13.0% (+9.9 / - Social networks .2 / -10.5)8.9) 10.2)5.4) 1.9) 1.3)6.0) 18.8% (+1110.9% (+8.0 / -18.0% (+11.4 / -16.9% (+9.9 / -23.7% (+10.7 / -7.8% (+9.2 / -18.8% (+10.8 / - TV .2 / -7.7)4.9) 7.7)6.7) 8.1) 4.4)7.5) 18.8% (+1115.2% (+8.7 / -9.8% (+10.0 / -13.0% (+9.3 / -9.2% (+8.6 / -14.1% (+10.6 / -10.1% (+9.3 / - News website .2 / -7.7)5.9) 5.2)5.8) 4.7) 6.5)5.1) Work colleague17.2% (+1119.6% (+9.3 / -8.2% (+9.6 / -6.5% (+7.8 / -7.9% (+8.3 / -9.4% (+9.6 / -0.0% (+5.3 / - or emails.0 / -7.3)6.8) 4.6)3.7) 4.2) 5.0)0.0) Inferred age: observations 25-34 year olds are the most likely grouping to speak to their partner or family (30.4%), 65 year olds are the least likely (17.2%). In fact, there is a definite trend for interactions falling off after 55 years old (18.4% and 17.2% - all groups in 18- 54 are 23.4% and above).

Younger groups are far more likely to use social networks as their first interaction–34.8% of 25-34 year olds–18-24 (34.4%) and 35-44 (31.1%) also substantial. Only 1.6% of 65 year olds (2.6% of 55-64. 11.7% of 45-54) use social networks I.e. older people are not replacing social interactions with their families with interactions online. 55-64 year olds are the biggest TV consumers (23.7%): it has no place in the mornings of the smallest groups - 25-34 (18.8%) and 65+ 18-24 year olds are the biggest users of news websites (18.8%) smallest group is 55-64 (9.2%) 25-34 year olds more likely to check in with work colleagues or emails (19.6%), 18-24 year olds also a significant group (17.2%) others all below 9.4% Communicative interactions (Social networks, Speak with Partner or family, Work colleague or emails) heavily skew younger–67.4% of 25-34 year olds, 60.9% of 18-24 year olds, 59% of 35-44 year olds. Answers used by only 27.6% of 55-64 year olds and 28.1% of 65+ The same is also true of digital interactions (Social networks, Work colleague or emails, News website) 25-34 year olds (53.3%) 18-24 (51.6%) 35-44 (42.6%), just 18.4% of 55-64 55-64 year olds are the only group that interacts with the TV rather than the above digital means (23.7% TV, 18.4% digital). TV also beats out family interaction for this group (which is also 18.4%) Inadequacy in the survey: 50% of 65 year olds chose “none of the above”, 43.4% of 55-64 years old chose the same–speculatively, this first interaction could be talking to a non-family member (postman, carer?) or just using the radio rather than the TV Geography (US) Tabulated:

The US MidwestThe US NortheastThe US SouthThe US WestGeography unknown  (135)(73) (156)(138) (1) 31.5% (+11.4 / -35.3% (+7.8 / -26.8% (+7.9 / - None of the above39.3% (+8.4 / -7.8)0.0% (+79.3 / -0.0) 9.5) 7.1)6.7) Speak with Partner or24.7% (+11.0 / -23.7% (+7.3 / -26.8% (+7.9 / -100.0% (+0.0 / - 17.8% (+7.3 / -5.5) family 8.5)6.0) 6.7) 79.3) 21.9% (+10.8 / -20.5% (+7.0 / -20.3% (+7.5 / - Social networks13.3% (+6.8 / -4.7)0.0% (+79.3 / -0.0) 8.0) 5.6)5.9) 17.8% (+10.3 / -16.0% (+6.6 / -17.4% (+7.2 / - TV 14.8%(+7.0 / -5.0)0.0% (+79.3 / -0.0) 7.1) 4.9)5.4) 9.6% (+5.6 / -17.4% (+7.2 / - News website11.9% (+6.5 / -4.4)13.7% (+9.7 / -6.1)0.0% (+79.3 / -0.0) 3.7) 5.4) Work colleague or12.2% (+6.1 / -9.4% (+6.0 / - 8.9% (+6.0 / -3.7)9.6% (+8.9 / -4.9)0.0% (+79.3 / -0.0) emails 4.2)3.8) Geography (US) observations Midwest respondents noticeably least likely to speak with partner of family (17.8% compared with US West at 26.8%), or use social networks (13.3% compared with US Northeast 21.9%). People in the US West most likely to check a news website (17.4%), US South least likely (9.6%)

50% of first interactions in US South will be communicative (Speak with Partner of family/Social networks/Work Colleague or emails), compared with only 36.3% in US Midwest. Digital usage (Social networks, Work colleague or emails, News website) trumps speaking with partner or watching TV in all regions TV and work colleague/emails answers fall within 3% to 4% of each other regionally, suggesting little regional difference on these points Urban density tabulated People in urban areasPeople in rural areasPeople in suburbanPeople in US (Urban Density  inUS (190)in US (65)areas in US (236)unknown) (12) None of the above33.7% (+7.0 / -6.3)33.8% (+12.1 / -10.3)33.5% (+6.2 / -5.7)25.0% (+28.2 / -16.1) Speak with Partner 25.8% (+6.7 / -5.7)29.2% (+12.0 / -9.6)19.5% (+5.5 / -4.5)25.0% (+28.2 / -16.1) or family Social networks18.9% (+6.2 / -4.9)15.4% (+10.7 / -6.8)19.1% (+5.5 / -4.5)25.0% (+28.2 / -16.1) TV 17.4%(+6.0 / -4.7)18.5% (+11.1 / -7.6)15.3% (+5.1 / -4.0)8.3% (+27.1 / -6.8) News website10.0% (+5.1 / -3.5)13.8% (+10.4 / -6.4)14.8% (+5.1 / -4.0)16.7% (+28.1 / -12.0) Work colleague or 11.6% (+5.3 / -3.8)10.8% (+9.8 / -5.5)9.3% (+4.4 / -3.1)0.0% (+24.3 / -0.0) emails Urban density observations Rural respondents were far more likely to speak with a partner or member of the family than suburban respondents (19.5% versus 29.2%) Other responses all within 4% of each other and not particularly stark in contrast Slight tendency for suburbanites to communicate (Speak with Partner of family/Social networks/Work Colleague or emails) less than urban and rural respondents (42.8%, 48.4% and 47.7% respectively) Digital usage (Social networks, Work colleague or emails, News website) trumps speaking with partner or watching TV in all cases, yet again Income tabulated People in USPeople in USPeople in USPeople in USPeople in USPeople in USPeople in US earning $0-earning $25-earning $50-earning $75-99Kearning $100-earning (Income 24K (40)49K (275)74K (146)(34) 149K(5) $150K+unknown) (3) Social networks Work colleague or27.5% (+15.332.4% (+5.7 / -43.2% (+8.1 / -38.2% (+16.7 / -0.0% (+43.4 / -Insufficient 0.0%(+56.2 / emails /-11.4) 5.3)7.8) 14.3)0.0) data-0.0) News website 37.5% (+15.534.2% (+5.8 / -31.5% (+7.9 / -26.5% (+16.6 / -60.0% (+28.2 / -Insufficient 33.3%(+45.9 None of the above / -13.3)5.4) 7.0) 11.9)36.9) data/ -27.2) Speak with Partner27.5% (+15.321.1% (+5.2 / -22.6% (+7.4 / -35.3% (+16.8 / -20.0% (+42.4 / -Insufficient 66.7%(+27.2 or family/ -11.4)4.4) 6.0) 13.8)16.4) data/ -45.9) 17.5% (+14.519.6% (+5.1 / -9.6% (+5.9 / -17.6% (+15.9 / -20.0% (+42.4 / -Insufficient 0.0%(+56.2 / TV / -8.8)4.3) 3.8) 9.3)16.4) data-0.0)

Income observations: 75k-100k earners most likely to speak with their families (35.3%), 25k to 50k least (21.1%) 50k to 75k earners least likely to watch TV (25k -50k most likely at 19.6%) The smallest 41.5% of earners in 25k to 50k bracket have communicative interactions (Speak with Partner of family/Social networks/Work Colleague or emails). 75k to 100k earners a much healthier 58.8% People on incomes of less than $25k are the least likely to be performing a digital task (Social networks, Work colleague or emails, News website - 27.5%). Compared with 43.2% on $50k to $75k Digital tasks once again trump TV and personal interaction–though respondents in the 75k to 100k bracket, are only marginally less likely to speak with their family (35.3% family versus 38.2% digital) Data above 100k is insufficient. Though the 60% of 100k–150k earners who responded with “none of the above” suggests they wouldn’t have much to say on the matter [Insert your own early morning rich person interaction gag here]. Also, why would anyone on 100k+ answer a Google consumer survey? Gender observations Females more likely to use social networking than males (33.5% versus 22.7%) Males more likely to use their tablet for gaming than females (19.0% versus 13.3%) Females marginally more likely to shop (12.3% versus 8.3%) and use their tablet for photography or videoing (10.8% versus 7%) marginally les likely to work (7.9% versus 10.7%) Inferred age: tabulated

People in US 18-24 year-25-34 year-35-44 year-45-54 year-55-64 year-65+ year- (Age olds in USolds in USolds in USolds in USolds in USolds in US  unknown) (64) (92) (61) (77) (76) (64) (69) None of the21.9% (+11.639.1% (+10.241.0% (+12.561.0% (+10.165.8% (+9.7 /82.8% (+7.366.7% (+10.0 / above /-8.4) /-9.3) /-11.4) /-11.2) -11.2)/ -11.0)-11.7) Social 48.4%(+12.0 40.2%(+10.2 34.4%(+12.5 14.3%(+9.5 /17.1% (+10.09.4% (+9.6 /18.8% (+10.8 / Networking /-11.8) /-9.4) /-10.7) -6.1)/ -6.8)-5.0) -7.5) 42.2% (+12.222.8% (+9.6 /16.4% (+11.29.1% (+8.5 / -7.9% (+8.3 / -1.6% (+6.8 /7.2% (+8.6 / - Gaming / -11.3)-7.4) /-7.2) 4.6)4.2) -1.3)4.1) 14.1% (+10.616.3% (+8.9 /11.5% (+10.410.4% (+8.8 /2.6% (+6.5 / -6.2% (+8.7 /4.3% (+7.7 / - Shopping / -6.5)-6.2) /-5.8) -5.0)1.9) -3.8)2.9) 12.5% (+10.318.5% (+9.1 /8.2% (+9.6 / -5.2% (+7.4 / -7.9% (+8.3 / -1.6% (+6.8 /4.3% (+7.7 / - For work / -6.0)-6.6) 4.6)3.2) 4.2) -1.3)2.9) Photography 10.9%(+10.0 16.3%(+8.9 /8.2% (+9.6 / -7.8% (+8.2 / -3.9% (+7.0 / -3.1% (+7.6 /4.3% (+7.7 / - or videoing/ -5.5)-6.2) 4.6)4.2) 2.6) -2.3)2.9)

Inferred age observations Social networking skews younger–48.4% 18-24, 40.2% 25-34, 34.4% 35-44 Gaming is something that tablet users apparently grow out of (or perhaps older users are less receptive to tablet gaming?) 42.2% at 18-24 becomes 22.8% at 25- 34, and then progressively lower 25-34 years olds are the most likely to use their tablet for shopping, work and photography Geography: tabulated

The US MidwestThe US NortheastThe US SouthThe US WestGeography unknown  (135)(73) (156)(138) (1) 47.9% (+11.3 / -53.2% (+7.7 / -50.0% (+8.2 / -100.0% (+0.0 / - None of the above61.5% (+7.8 / -8.4) 11.1) 7.8)8.2) 79.3) 31.5% (+11.4 / -24.4% (+7.3 / -33.3% (+8.2 / - Social Networking18.5% (+7.4 / -5.6)0.0% (+79.3 / -0.0) 9.5) 6.1)7.3) 21.9% (+10.8 / -13.5% (+6.2 / -16.7% (+7.1 / - Gaming 12.6%(+6.6 / -4.6)0.0% (+79.3 / -0.0) 8.0) 4.5)5.3) 11.5% (+6.0 / -8.0% (+5.7 / - For work4.4% (+4.9 / -2.4)12.3% (+9.5 / -5.7)0.0% (+79.3 / -0.0) 4.1) 3.5) Photography or11.5% (+6.0 / -6.5% (+5.4 / - 5.2% (+5.1 / -2.7)9.6% (+8.9 / -4.9)0.0% (+79.3 / -0.0) videoing 4.1)3.1) 10.3% (+5.8 / -11.6% (+6.4 / - Shopping 7.4%(+5.7 / -3.3)8.2% (+8.6 / -4.4)0.0% (+79.3 / -0.0) 3.8) 4.3) Geography observations Social networking most popular in West (33.3%) and northeast (31.5%), least popular in Midwest (18.5%) Gaming most popular in Northeast (21.9%)–next nearest is way down at 16.7% (west), least Is Midwest (12.6%) Midwest unlikely to use a tablet for work (4.4% compared with 12.3 in northeast) Urban Density: tabulated

People in urban areasPeople in rural areasPeople in suburbanPeople in US (Urban Density  inUS (190)in US (65)areas in US (236)unknown) (12) None of the above52.1% (+7.0 / -7.1)47.7% (+11.9 / -11.7)56.8% (+6.2 / -6.4)58.3% (+22.3 / -26.4) Social Networking24.7% (+6.6 / -5.6)23.1% (+11.6 / -8.6)28.0% (+6.0 / -5.3)33.3% (+27.6 / -19.5) Gaming 18.4%(+6.1 / -4.9)27.7% (+11.9 / -9.4)10.2% (+4.5 / -3.2)0.0% (+24.3 / -0.0) Shopping 11.1%(+5.3 / -3.7)13.8% (+10.4 / -6.4)7.2% (+4.0 / -2.7)8.3% (+27.1 / -6.8) For work8.9% (+4.9 / -3.3)9.2% (+9.5 / -4.9)8.5% (+4.3 / -2.9)8.3% (+27.1 / -6.8) Photography or 6.3% (+4.4 / -2.7)16.9% (+10.9 / -7.2)7.6% (+4.1 / -2.7)0.0% (+24.3 / -0.0) videoing Urban density observations Gaming is most popular in rural areas–27.7% versus 10.2% suburban (18.4% urban)

Same for photography / videoing (16.9% versus suburban 7.6% and urban 6.3%) Income: tabulated

People in USPeople in USPeople in USPeople in USPeople in USPeople in USPeople in US earning $0-earning $25-earning $50-earning $75-earning $100-earning (Income 24K (40)49K (275)74K (146)99K (34)149K (5)$150K+ unknown)(3) None of the50.0% (+14.854.9% (+5.8 /56.2% (+7.8 /32.4% (+16.8 /80.0% (+16.4 /Insufficient 100.0%(+0.0 / above /-14.8) -5.9)-8.1) -13.2) -42.4) data-56.2) Social 25.0%(+15.2 25.8%(+5.5 /24.0% (+7.5 /47.1% (+16.2 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - Networking /-10.8) -4.8)-6.2) -15.6) 0.0)data 0.0) 15.0% (+14.115.3% (+4.7 /14.4% (+6.6 /23.5% (+16.5 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - Gaming / -7.9)-3.8) -4.8) -11.1) 0.0)data 0.0) 12.5% (+13.69.5% (+4.0 / -8.2% (+5.6 / -11.8% (+14.9 /20.0% (+42.4 /Insufficient 0.0%(+56.2 / - Shopping / -7.0)2.9) 3.5) -7.1)-16.4) data0.0) 7.5% (+12.4 /8.0% (+3.8 / -7.5% (+5.5 / -23.5% (+16.5 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - For work -4.9) 2.7) 3.3) -11.1)0.0) data0.0) Photography 10.0%(+13.1 8.7%(+3.9 / -6.2% (+5.1 / -11.8% (+14.9 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - or videoing/ -6.0)2.8) 2.9) -7.1)0.0) data0.0) Income observations Social networking use is hugely important among the $75k to 100k bracket– 47.1% compared with younger brackets around the 25% mark Gaming also popular for $75k 100k bracket–23.5% rather than rest round 15% mark 75K–100k earners also more likely to use a tablet for work (23.5% versus 7.5% and 8%s) Tablet ownership tabulated

Samsung Kindle Apple Galaxy FireiPad MiniNone of the Above Shopping 12.62%23.33% 16.00%25.00% 4.35% Social networking43.69% 51.67%42.00% 46.43% 12.68% For work16.50% 11.67% 16.00% 14.29% 5.43% Photography and videoing12.62% 26.67% 10.00% 10.71% 3.62% Gaming 18.45%41.67% 26.00% 21.43% 8.33% None of the Above33.01% 13.33% 28.00% 17.86% 76.45% Total users100.00% 100.00% 100.00% 100.00% 100.00% Tablet ownership observations Samsung Galaxy (23.33%) and iPad Mini (25%) owners use their tablet for shopping–not so much Apple (12.62%) and Kindle Fire (16%) users Samsung Galaxy users are less likely to use their tablet for work (11.67% compared with 14 to 16 of their competitors)

Samsung Galaxy more likely to use camera and video camera apps - 26.67% compared with Apple’s 12.6%Samsung Galaxy owners more likely to be gamers 41% versus 18% Apple

Question 3: Where do you often use your Tablet PC? Overview: tabulated All US (503) Home #150.1% (+4.4 / -4.4) None of the above#2 38.0% (+4.3 / -4.1) Whilst travelling#3 13.9% (+3.3 / -2.8) At work#4 10.5% (+3.0 / -2.4) On the toilet#5 10.1% (+2.9 / -2.3) On a night out#6 2.0% (+1.6 / -0.9) Overview: observations: Majority of tablet usage occurs in the home (50%, though technically 52.7% - toilets are in homes)–while travelling, at work and on the toilet 13.9%, 10.5%, 10.1% respectively th Roughly 1/5of all home tablet users use theirs while on the toilet On a night out not popular for tablet use (2%) Only 20.9% of tablet use is definitely out of the house–versus 52.7% Gender: tabulated Men in US (242)Women in US (203)People in US (Gender unknown) (58) Home 48.8%(+6.3 / -6.2)56.2% (+6.6 / -6.9)34.5% (+12.8 / -10.9) None of the above38.0% (+6.3 / -5.9)34.0% (+6.8 / -6.2)51.7% (+12.3 / -12.6) Whilst travelling13.6% (+4.9 / -3.8)15.3% (+5.6 / -4.3)10.3% (+10.4 / -5.5) At work12.8% (+4.8 / -3.6)10.3% (+5.0 / -3.5)1.7% (+7.4 / -1.4) On the toilet12.4% (+4.7 / -3.6)7.9% (+4.5 / -3.0)8.6% (+10.0 / -4.9) On a night out1.7% (+2.5 / -1.0)3.0% (+3.3 / -1.6)0.0% (+6.2 / -0.0) Gender observations Men more likely to use their tablet on the toilet–12.4% versus 7.9

Geography: tabulated The USThe USThe US The US West Midwest NortheastSouth Geographyunknown (1)  (138) (135) (73)(156) 45.9% (+58.9% (+150.6% (+ Hom 49.3%(+8.2 / - 8.4 / -0.6 / -7.7 / -0.0% (+79.3 / -0.0) e 8.2) 8.2) 11.5) 7.8) 43.7% (+ 34.2% (+134.0% (+7.7 /39.1% (+8.3 / - None of the above8.4 / -0.0% (+79.3 / -0.0) 1.4 / -9.9)-7.0) 7.7) 8.1) 6.7% (+513.7% (+9.17.9% (+6.8 /16.7% (+7.1 / - Whilst travelling0.0% (+79.3 / -0.0) .5 / -3.1)7 / -6.1)-5.2) 5.3) 11.0% (+10.9% (+ 7.4% (+512.8% (+0.0% (+79. At work9.2 / -6.3 / - .7 / -3.3)6.2 / -4.4)3 / -0.0) 5.3) 4.2) 11.0% (+13.8% (+ 3.0% (+412.8% (+0.0% (+79. On the toilet9.2 / -6.7 / - .4 / -1.8)6.2 / -4.4)3 / -0.0) 5.3) 4.8) 100.0% (+ 1.5% (+32.7% (+62.6% (+3.0.7% (+3. On a night out0.0 / - .8 / -1.1).7 / -2.0)8 / -1.6)3 / -0.6) 79.3) Geography observations US West most likely to use their tablet on the toilet (13.8%)–Midwest least likely (3%) US Northeast more likely than average to use their tablet at home (58.9 versus 45.9% in the Midwest) US South more likely to use their tablet while travelling (17.9% - just 6.7% in the Midwest) US South more likely to use their tablet outside of the house (25%). Midwesterners just 14.8% Urban Density: tabulated People in urban areasPeople in rural areas inPeople in suburban areasPeople in US (Urban Density  inUS (190)US (65)in US (236)unknown) (12) Home 53.2%(+7.0 / -7.1)53.8% (+11.6 / -12.0)46.2% (+6.4 / -6.2)58.3% (+22.3 / -26.4) None of the 33.2% (+7.0 / -6.3)32.3% (+12.1 / -10.1)44.1% (+6.4 / -6.2)25.0% (+28.2 / -16.1) above Whilst 14.7% (+5.7 / -4.3)15.4% (+10.7 / -6.8)13.1% (+4.9 / -3.7)8.3% (+27.1 / -6.8) travelling At work12.6% (+5.5 / -4.0)16.9% (+10.9 / -7.2)7.2% (+4.0 / -2.7)8.3% (+27.1 / -6.8) On the toilet11.1% (+5.3 / -3.7)20.0% (+11.3 / -7.9)6.8% (+3.9 / -2.6)8.3% (+27.1 / -6.8) On a night out1.1% (+2.7 / -0.8)6.2% (+8.6 / -3.7)1.3% (+2.4 / -0.8)8.3% (+27.1 / -6.8) Urban density observations Rural Americans more likely to use tablet at Work (16.9%, versus 12.6% urban and 7.2% suburban)

Rural Americans more likely to use tablet on the toilet (20% versus 11.1% urban, 6.8% suburban) Income: tabulated

People in USPeople in USPeople in USPeople in USPeople in USPeople in USPeople in US earning $0-24Kearning $25-earning $50-earning $75-earning $100-earning (Income (40) 49K(275) 74K(146) 99K(34) 149K(5) $150K+unknown) (3) 52.5% (+14.6 /47.6% (+5.9 /55.5% (+7.8 /47.1% (+16.2 /40.0% (+36.9 /Insufficient 33.3%(+45.9 / Home -15.0) -5.8)-8.1) -15.6) -28.2) data-27.2) None of20.0% (+14.8 /42.5% (+5.9 /36.3% (+8.1 /29.4% (+16.8 /40.0% (+36.9 /Insufficient 33.3%(+45.9 / the above-9.5) -5.7)-7.4) -12.6) -28.2) data-27.2) Whilst 22.5%(+15.0 /11.6% (+4.3 /11.6% (+6.2 /32.4% (+16.8 /20.0% (+42.4 /Insufficient 0.0%(+56.2 / - travelling -10.2)-3.3) -4.2) -13.2) -16.4) data0.0) 15.0% (+14.1 /12.0% (+4.4 /6.2% (+5.1 / -14.7% (+15.4 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - At work -7.9) -3.3)2.9) -8.3) 0.0)data 0.0) On the10.0% (+13.1 /9.1% (+4.0 / -9.6% (+5.9 / -23.5% (+16.5 /0.0% (+43.4 / -Insufficient 0.0%(+56.2 / - toilet -6.0)2.9) 3.8) -11.1)0.0) data0.0) On a night2.5% (+10.4 / -2.2% (+2.5 / -0.7% (+3.1 / -2.9% (+12.0 / -0.0% (+43.4 / -Insufficient 33.3%(+45.9 / out 2.1)1.2) 0.6) 2.4)0.0) data-27.2) Income observations 75k–100k bracket most likely to use their tablet on the toilet (23.5%) compared with figures around 10% for lower brackets 75k–100k bracket most likely to use their tablet while travelling (32.4%), but up to 25k bracket also strong (22.5%)–other valid brackets 11.6% each Similar story for these brackets with use of a tablet outside the home (75k-100k 38.2%, >25k 32.5%) Tablet ownership tabulated

Home Whilst Traveling At Work On a night out On the toilet None of the Above Total users

Apple 70.87% 23.30%

18.45% 0.97% 12.62% 9.71% 100.00%

Samsung Galaxy 83.33% 25.00%

23.33% 5.00% 26.67% 3.33% 100.00%

Kindle Fire 72.00% 16.00%

24.00% 2.00% 8.00% 12.00% 100.00%

iPad Mini 75.00% 28.57%

17.86% 3.57% 17.86% 7.14% 100.00%

None of the Above 30.80% 8.70%

4.71% 2.17% 6.52% 61.96% 100.00%

Tablet ownership observations Samsung galaxies frequently used in toilets–26.6% versus just 8% of kindle fire users. iPad mini also relatively big–17.86% Kindle Fire a home tablet? Less likely to be used while travelling (16% rather than 23% of apple) Samsung Galaxy and Kindle Fire more likely to be used as work tablets (23.3% and 24% respectively)

Question 4: What brand of tablet do you use? Overview: tabulated All US (503) None of the above#1 54.9% (+4.3 / -4.4) Apple #220.5% (+3.7 / -3.3) Samsung Galaxy#3 11.9% (+3.1 / -2.5) Kindle Fire#4 9.9% (+2.9 / -2.3) iPad Mini#5 5.6% (+2.4 / -1.7) Overview: observations: A large proportion of those that chose “iPad mini” did not also choose “Apple” – so may have interpreted this to mean “iPad” which is helpful for our purpose Gender: tabulated Gender unknown Men (242)Women (203)  (58) None of the58.3% (+6.0 / -47.3% (+6.9 / -67.2% (+10.7 / - above 6.3)6.8) 12.8) 19.0% (+5.4 / -22.2% (+6.2 / -20.7% (+12.1 / - Apple 4.4) 5.2) 8.4) Samsung 12.8%(+4.8 / -13.3% (+5.4 / - 3.4% (+8.3 / -2.5) Galaxy 3.6)4.0) 6.6% (+3.9 / -15.3% (+5.6 / -5.2% (+9.0 / - Kindle Fire 2.5) 4.3)3.4) 5.0% (+3.5 / -6.9% (+4.3 / -3.4% (+8.3 / - iPad Mini 2.1) 2.7)2.5) Gender observations Higher number of kindle fire users are female (15.3% versus 6.6%)