Consumer Media Tablet Usage Image

Consumer Media Tablet Usage


From personal communications to instant information access, mobile devices have become an integral part of consumer behavior. ABI Research further tested this hypothesis examining that the role of mobile in consumers’ media lives is very closely related to three key attributes – time, location, and device type. An approach leveraging an online consumer survey was employed targeting smartphone and tablet device users that use mobile data services. The analysis and findings presented herein focus specifically on the role a media tablet plays in a US consumer’s life.

Some of the areas examined to test the tablet impact on consumers’ daily life include:

  • How do time, location, and device type impact media consumption and behavior? How can consumers’ media profile and activities be holistically characterized by these three attributes?
  • How do consumer mobile activities and behaviors revolve around these three attributes? And how is traditional print and TV media consumption impacted?
  • How can tablet consumer interest, receptivity, and action towards advertising be characterized based on these three attributes? (Or key usage profiles such as tablets at home, at work, while shopping, etc.)

Table of Contents

    • 1.1. Key Questions Addressed with This Research
      • 1.1.1. How Does Mobile Usage Impact (Substitute or Complement) Other Media Usage?
      • 1.1.2. What Are the Receptivity, Interest, and Action toward Advertising - across Key Usage and Impact Scenarios Identified?
      • 1.1.3. What Does This Mean for Members of the Advertising and Marketing Ecosystem?
    • 1.2. Research Methodology
    • 1.3. Key Findings
    • 2.1. Driving Change in Media Consumption and Advertising Engagement
      • 2.1.1. Use of a Tablet at Home while Reading Print Magazines/Newspapers
      • 2.1.2. Mobile Is Driving a Change in Traditional Media Consumption
      • 2.1.3. Intensity of Tablet Activity Peaks in Leisure Time
    • 2.2. Mobile Consumer Tablet Usage and Impact Variations
      • 2.2.1. Over 80% Make Monthly Purchases from their Tablets
      • 2.2.2. Tablet "High Spender" Characteristics
      • 2.2.3. Tablet Ad Responders Are also More Likely to be Media Cannibals
      • 2.2.4. Tablet Media Cannibals Are Centering Much Consumption on the Device
      • 2.2.5. Tablet Use and Shopping
      • 2.2.6. Genders Draw Bias toward Tablet Content Types
      • 2.2.7. Households with Kids Are Active and Take Action from Tablets
      • 2.2.8. Ad Interest by Media Tablet OS
      • 2.2.9. "Over 50s" are More Device-active at Work and while Working
    • 2.3. Consumer Perceptions of Mobile as a Part of Their Daily Lives
      • 2.3.1. Devices Enable a Seamless Digital Life
      • 2.3.2. The Value Proposition of Tablets Compared to Smartphones
      • 2.3.3. Tablets Enable Shopping Actively in Contextually Relevant Situations
      • 2.3.4. Tablet Use Varies Widely across Shopping Activities
      • 2.3.5. Receptivity, Interest, and Action toward Advertising - across Key Usage and Impact Scenarios
      • 2.3.6. Contextual Relevance Is Driving Interest in Ads
      • 2.3.7. Top Action Items Taken after Tablet Ad Interaction
      • 2.3.8. Ranking of Ad Receptiveness via Mobile Device Type and Location
      • 2.3.9. Wide Engagement on Tablets during TV-Time
      • 2.3.10. "Other Leisure" Tablet Activity Shows a Higher Entertainment Slant
      • 2.3.11. Tablets at Work: Less Personal than Smartphones
      • 2.3.12. Tablet Engagement while In-Vehicle Is both Strong and Varied
      • 2.3.13. Near Split between Simultaneous or Exclusive Device Use
    • 3.1. Location Provides a Framework for Understanding Opportunity, Interest, and Receptiveness
      • 3.1.1. Tablet Activity Centered at Home
    • 3.2. Understanding the Digital Day Helps Map How Media Consumption Flows
    • 3.3. Impact of Tablets in a Consumer's Daily Life for the Advertising and Marketing Ecosystem
    • 3.4. Looking Ahead: Context Awareness for Tablets
      • 3.4.1. Augmented Reality
      • 3.4.2. Near-field Communications
      • 3.4.3. Device Sensors


  1. Ranking of Ad Receptiveness by Ad Type by Tablet OS
  2. Rankings of Interest in Mobile Device Ad Types
  3. Ranking of Ad Receptiveness via Mobile Device Type and Location


  1. Use of a Tablet while Reading Print Magazines / Newspapers - at Home
  2. Consumption of Traditional Media by Mobile Device Owners in Past Year
  3. Media Tablet Usage Pattern Across Daily Activities
  4. Average Monthly Spending on Digital and Physical Goods via Tablet
  5. Consumer Attitudes Toward Mobile Devices
  6. Mobile Device Activity Preferences by Device Type
  7. Activities in which Tablet Shoppers Engage
  8. Tablet Uses During Shopping in the Past 3 Months
  9. Frequency of Tablet Advertising Interactions
  10. Leading Actions Taken after Tablet Ad Interaction
  11. Tablet Activities in the Past 90 Days during TV Time
  12. Consumer Tablet Activities during Leisure Time in the Past 90 Days
  13. Tablet Activities in the Past 90 Days during Work
  14. Tablet Activities Performed in the Past 90 Days While In-Vehicle
  15. Simultaneous Use of Smartphone and Tablet
  16. Locations Where Tablet Consumers Engage with Device