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TV Multitasking By Device [CHART]
63% of live TV viewers and 66% of DVR TV viewers say they used another device at least once the last time they watched TV, with the most common device used being a computer (53% and 50%, respectively), according to [pdf] a May 2012 report from the Internet Advertising Bureau. 16% of live TV viewers and one-quarter of DVR TV viewers said they used a smartphone to multitask, while tablet use was reported by 9% and 14%, respectively. Despite a computer being the most common device used for multitasking, smartphones users were the most likely to interact with others about TV-related content (45%), ahead of tablet (30%) and computer (21%) users. Read the rest at Marketing Charts
eReader Owners Are Voracious Readers [CHART]
29% of US adults who use an e-reader device such as a Kindle, iPad or Nook say they typically read more than 20 books in an average year, while an additional 21% say they read between 11 and 20 books per year, according to Harris Poll results released in March 2012. Overall, roughly three-quarters of e-reader users typically read at least 6 books in a given year, compared to 42% of non-users. And while almost 1 in 5 non-users say they do not read any books in an average year, this figure drops to just 2% among e-reader users. Read the rest at Marketing Charts.
Local Business Search Frequency By Device [CHART]
Roughly two-thirds of tablet owners use their device at least once a week to conduct an online local business search, according to a February 2012 study from Localeze and 15miles, conducted by comScore. This makes tablet owners more frequent local business searchers than mobile phone users, 45% of whom search at least weekly, and PC/laptop users, 49% of whom search at least once a week. Read the rest at Marketing Charts.
How We've Become Mobile [INFOGRAPHIC]
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Planet Tablet [INFOGRAPHIC]
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Amazon's Kindle Fire Claims 14% Of Tablet Market In Q4 2011
Amazon.com Inc., the world’s largest online retailer, surpassed Samsung Electronics Co. as the No. 2 seller of tablet computers last quarter, shipping 3.89 million units, according to research firm IHS Inc.
Amazon’s share rose to 14 percent in the period, up from zero in the third quarter, while Samsung slipped to 8 percent from 11 percent, according to Englewood, Colorado-based IHS. Apple Inc., meanwhile, maintained its lead in the market, accounting for more than half of shipments. Read the rest at Washington Post.
Tablet Penetration In US [INFOGRAPHIC]
Tablet penetration will increase even more quickly in the US, from a user base of nearly 55 million by the end of 2012 to almost 90 million in the next two years. By 2014, more than one in three US internet users will have a tablet device. Read the rest at eMarketer.
Video Viewer Engagement By Device [CHART]
Viewers watching videos on connected TV devices and game consoles (CTV & GC) were the most engaged of viewers across all devices in Q4 2011, completing videos at a rate of 47%. Tablet viewers and desktop viewers, who completed videos 38% of the time, were next. And whereas desktop viewers had seen the worst viewer engagement in Q3, in Q4 that dubious distinction belonged to mobile viewers, who completed videos just 28% of the time.
The trend held for other engagement rates too: CTV & GC viewers were most likely to watch one-quarter of a video (63%), half a video (57%), and three-quarters of a video (53%), with tablet viewers taking the second spot for each rate.
In fact, long-form videos (10 minutes or longer) accounted for 57% of the hours watched on a connected TV device or game console, whereas short-form videos (3 minutes or shorter) accounted for 19%. By comparison, long-form videos accounted for 29% of the hours watched on a mobile device, while short-form videos accounted for 36%. Read the rest at Marketing Charts.
Online Video Consumption Surges Away From Desktop [CHART]
Video plays on tablets, mobile devices, and connected TVs and game consoles (CTV & GC) almost doubled in Q4 2011, leading to a more than doubling of the share of video plays represented by these non-desktop devices, according to a report released in February 2012 by Ooyala. During Q4, the tablet share of non-desktop video plays grew the most, by 132%. The growth in mobile share was 94%, while the growth in CTV & GC share was 96%. Read the rest at Marketing Charts.
Meh: Tablet Magazine Experience Not So Great [TABLE]
As magazine newsstand sales continue to plummet, publishers and markets are coming around to digital magazine formats. Consumers, too, are gravitating to these digital versions, with a large percentage of tablet users preferring digital magazines to their print counterparts. According to media measurement and insights firm GfK MRI, 67% of tablet users say they would rather read an electronic version of a magazine than a paper version.
However, the preference may be more based on convenience than aesthetic. Roughly 65% of tablet magazine readers told GfK MRI they find the print magazine experience more satisfying. Read the rest at eMarketer.
