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Tablets - The Fourth Screen is Going Mainstream Combining portability with powerful computing functionality in a sleek, user-friendly package, tablets have emerged as the fourth screen, heralding a shift to an increasingly multi-device lifestyle that is becoming the norm for many consumers we call “digital omnivores” who engage seamlessly with multiple online touchpoints throughout a day. Even when accessing the same content, each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer. Hans Fredricks, Vice President for Mobile- comScore
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Tablets: The Fourth Screen is Going Mainstream
Hans Fredericks, VP Mobile
For questions or more information, please email [email protected]
2 © comScore, Inc. Proprietary.
Plan for Today
The History of Smartphones and the Rise of Tablets
The ‘Digital Omnivore’
Understanding the Tablet Owner
Insights on Tablet Usage
3 © comScore, Inc. Proprietary.
The History of Smartphones and the Rise of Tablets
4 © comScore, Inc. Proprietary.
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10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Devic
e O
wners
(000s)
US Smartphone and Tablet Ownership Growth Source: comScore MobiLens
Smartphones Tablets
Smartphones Began to Hockey-stick in 2007-2008
5 © comScore, Inc. Proprietary.
Will Achieve Majority, a Decade+ After Introduction
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10,000
20,000
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100,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Devic
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wners
(000s)
US Smartphone and Tablet Ownership Growth Source: comScore MobiLens
Smartphones Tablets
106 Million Smartphone
Owners as of March 2012
6 © comScore, Inc. Proprietary.
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10,000
20,000
30,000
40,000
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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
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wners
(000s)
US Smartphone and Tablet Ownership Growth Source: comScore MobiLens
Smartphones Tablets
iPad Introduction Created Media Tablet Category
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Tablets Ramping Much Faster than Smartphones
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30,000
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70,000
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100,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Devic
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wners
(000s)
US Smartphone and Tablet Ownership Growth Source: comScore MobiLens
Smartphones Tablets
40 Million Consumer Tablet Owners
in less than 2 years
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The ‘Digital Omnivore’
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We’re Entering the Age of the ‘Digital Omnivore’
9
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Nearly 40% Households Have 3+ Connected Devices
Source: comScore Custom Analysis, August 2011
11 © comScore, Inc. Proprietary.
Digital Omnivores Use Devices Differently Across the Day
Source: comScore Custom Analysis, January 24, 2012
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Understanding the Tablet Owner
13 © comScore, Inc. Proprietary.
Introducing TabLens : Monthly Media Tablet Tracking
First look at data from new comScore
TabLens service
Monthly tracking survey of Media Tablet
ownership and usage
8K+ monthly surveys to net 2K owner
sample
Many measures parallel to MobiLens for
smartphone comparisons
Syndicated reporting on monthly
cadence with monthly and 3 mo sample
Data collection ongoing since January
2012
Media Tablet: Internet connected touch
screen device with 7” + screen
14 © comScore, Inc. Proprietary.
Tablet vs. Smartphone Audience
Surprising Gender Balance for a New Technology
47% 53%
Source: comScore TabLens: March 2012
43.5M Consumer Tablet Owners in US
Doesn’t map to typical heavy male, early adopter profile
Gender composition nearly identical to smartphone ownership
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Older Skew than Smartphones: Majority 35+
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; 3-month avg., March 2012
6%
9%
25% 23%
18%
11%
8%
0%
5%
10%
15%
20%
25%
30%
13-17 18-24 25-34 35-44 45-54 55-64 65+
% S
ha
re o
f Ta
ble
t O
wn
ers
Tablet Ownership by Age
16 © comScore, Inc. Proprietary.
Very High Income Skew: Lower Priced Tabs May Impact
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; 3-month avg., March 2012
7%
17% 17% 19%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<$25k $25k to<$50k
$50k to<$75k
$75k to<$100k
$100k+
% S
ha
re o
f Ta
ble
t O
wn
ers
Tablet Ownership by HHI
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Insights on Tablet Usage
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App Ecosystem Biggest Consideration
7.70
7.59
7.55
7.45
7.39
6.49
6.31
6.25
5.17
Selection of Apps Available for My Device
Price of the Device
Device Operating System
Brand name of the tablet
Music and Video Capabilities
Recommended by Friends/Family
Tablet has same OS as My Phone
Social Networking Features
Recommended by Retail/ Sales Person
Tablet Owner Purchase Consideration (1-10 Scale)
Price and device OS also tops (but not phone OS!)
19 © comScore, Inc. Proprietary.
Nearly All Tablet Owners Use them at Home
88%
38%
28%
14%
Home
Public
Work
Other
Location of Tablet Use (Adds to >100%)
Tablets poised to disrupt home PC and TV usage
Minority take their tablet outside of home—“mobile” v. “portable”?
20 © comScore, Inc. Proprietary.
Vast Majority of Usage is Over (Home) WiFi
Stark difference compared to smartphones
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Overall, tablet users are more engaged with their devices than
smartphone users
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; 3-month avg., March 2012
74%
65%
59%
52% 51% 50% 46% 45%
39%
31%
0
50
100
150
200
250
300
350
0%
10%
20%
30%
40%
50%
60%
70%
80%
Search Social Net. Ent. News Retail Sports Tech News Periodicals FinancialNews
Health Deal-a-Day
Ta
ble
t In
de
x t
o S
ma
rtp
ho
ne
% S
ha
re o
f Ta
ble
t O
wn
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Tablet Audience Content Visitation
Tablet Owners Tablet Index to Smartphone Owners (100 is parity)
22 © comScore, Inc. Proprietary.
65% of Tablet Owners Access Social Media
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; 3-month avg., March 2012
35%
35%
36%
39%
43%
47%
48%
51%
54%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Posted a link
Clicked on Ad
Received coupon, offer, deal
Posted link to a website
Read posts from celebrities
Accessed photo/video sharing site
Read posts or status updates from brands, events, etc.
Followed a link to a website posted by someone else
Posted or made a status update
Read posts or status updates from someone personallyknown
Tablet Owners
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Tablets Are Transforming ‘Print’ Media
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; 3-month avg., March 2012
50% read books on their tablet
43% read magazines on their tablet
39% read newspapers on their tablet
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Tablets a Key Source of Digital Entertainment
68%
53% 54% 56%
47%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Played Games Listened to Music Watched Video
Media Usage
Tablet Owners Smartphone Owners
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; March 2012
25 © comScore, Inc. Proprietary.
Tablets Fostering Paid Entertainment Market
52% of tablet owners downloaded a game
4x more likely to purchase games than smartphone owners
29% of tablet owners recall seeing in-game ads
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; March 2012
1 in 4 tablet owners paid to watch video/TV
26 © comScore, Inc. Proprietary.
20%
20%
35%
43%
7%
9%
21%
35%
0% 10% 20% 30% 40% 50%
Accessed insurance
Accessed stock trading
Accessed credit cards
Accessed bank accounts
Smartphone Owners Tablet Owners
More Than a Third Manage Finances on Tablet
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; March 2012
Financial Services
27 © comScore, Inc. Proprietary.
More than Half Use their Table to Shop
24%
31%
35%
41%
41%
42%
20%
18%
20%
20%
22%
34%
0% 10% 20% 30% 40% 50%
Made Shopping List
Checked Product Availability
Found Coupons or Deal
Researched Product Features
Compared Product Prices
Found Store Location
Smartphone Owners Tablet Owners
Source: comScore MobiLens; 3-month avg., March 2012
comScore TabLens; March 2012
Shopping Activity on Tablet vs. Smartphone
28 © comScore, Inc. Proprietary.
38% Purchased Goods from Their Tablet
Source: comScore TabLens; March 2012
3%
3%
3%
4%
5%
5%
5%
8%
11%
11%
11%
20%
0% 5% 10% 15% 20% 25%
Auto
Car rentals
Sports/Fitness
Airplane tickets
Hotel stays
Flowers
Delivered groceries
Gift certificates
Tickets
Books
Daily deals
Clothing
29 © comScore, Inc. Proprietary.
Looking Ahead
Smartphones have primed the Media Tablet Market
– Taught us the touchscreen and built an app economy
– Very rapid rise will continue
Tablets fast becoming a key screen for brands to focus on
– Very attractive demographics, audience growing to scale
– In-home, fast networks, sitting on the couch
Apple continues to set the pace
– But big investments in developing competing ecosystems (Amazon,
Google, Microsoft)
Reaching Digital Omnivores
– Optimizing and tuning reach across the 3? 4? 5? screens
– Key emerging challenge/opportunity for digital media companies
Thank You
THE GLOBAL SOURCE OF DIGITAL MARKET INTELLIGENCE™
For questions or more information, please email [email protected]
