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Online study from YouGov, commissioned by Newsworks.
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1
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+
11
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
Other Kindle tablet, e.g. HD
Total Kindle tablet
Tesco Hudl
Samsung tablet
Not sure
Apple iPad Mini 2
Other Apple iPad, e.g. iPad 3
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
Other Kindle tablet, e.g. HD
Kindle Fire HDX
Total Kindle tablet
Apple iPad Air
Other Apple iPad, e.g. iPad 3
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
15
Listening to music
Photos
Reading books
Watching videos
Social networking
Keeping up with news
Playing games
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+
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Listening to music
Photos
Reading books
Social networking
Keeping up with news
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
17
Photos
Watching videos
Reading books
Listening to music
Social networking
Internet browsing
Playing games
Keeping up with news
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
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months
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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
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months
21
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+
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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
Source: YouGov 25-27 November 2013: 884 tablet owners online 18+
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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