The Pew Research Center’s Project for Excellence in Journalism has released a study that investigates what people do with those 40M (iPhone 90%, Android 10%) devices. From the research most everyone (77%) that owns one uses it for about 90 minutes per day. As one might expect most owners use the tablet for browsing the web. And like their desk locked cousins, these devices are also used mostly for reading/sending e-mail and checking out the news. Social networking, gaming and reading books are also popular. The study is a compilation of results from 7 surveys over the summer – The Tablet Revolution.
Other findings from the report:
The revenue potential for news on the tablet may be limited. At this point just 14% of tablet news users have paid directly to access news on their tablet. Another 23% get digital access of some kind through a print newspaper or magazine subscription.
Brand is important on the tablet. Whether an app comes from “a news organization I like” is as prevalent a factor in the decision to download an app as is low cost.
Substitution is already occurring to large degrees. Fully 90% of tablet news users now consume news on the tablet that they used to get access in other ways. The greatest substitution is occurring with news that people used to get from their desktop computer.
Incidental news reading is prevalent on the tablet. Nearly nine-in-ten (88%) of those who read long articles in the last seven days ended up reading articles they were not initially seeking out.
Those who rely mainly on apps for news, 21% of all tablet news users, represent a kind of power news consumer. Close to half of this group say they now spend more time getting news than they did before they had their tablet (43%).
Word of mouth is a key component of tablet news sharing. Fully 85% of those who get news on their tablets said they had talked with someone about a long article they had read there.
When it comes to ownership, many see the tablet computer as more of a household device to share than as a strictly personal one. Half of those with a tablet share it with other members of the household. And the iPad still dominates the market-81% of tablet owners in this survey own the Apple product.