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Friday, November 4, 2011

Tablet users favour the living room and the bedroom, according to new report

CCS Insight has been looking at tablet usage across Europe, contacting 4,500 tablet owners in France, Germany, Italy, Netherlands, Spain and the UK - and asking them to complete the survey on their tablet device.

Consumers in the UK were found to be the heaviest users, averaging 2.8 hours a day, with 95% of UK owners using their tablet for at least an hour a day.

The report identified ‘Sofa Surfers’ and ‘Bedroom Browsers’ as  the early adopters in the tablet market. 79% of respondents said they used their tablets in the living room, while 60% used a tablet in the bedroom and 38% in the kitchen.

When it came to travelling, 58% took their tablet on holiday but only 15% used it when commuting.

Martin Garner, Senior Vice President for Internet at CCS Insight, said “Previously, people had to leave the room and sit down at a computer to use the Internet. A tablet offers a more convenient and social means of access, allowing users to join in with family activities while remaining on-line. The Internet is now so tightly built into many people's daily lives that they want to continue the connected lifestyle when they take a break from work.”

60% of owners said they used their tablet mainly for leisure, while just 7% said it was mainly for work. Overall, non-iPad users spent more time using their tablets than iPad customers, with younger people more likely to own cheaper non-Apple devices.

CCS Insight: European Tablet User Survey from August 2011

Author: The Fonecast
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