Gaming on the iPad and other tablets is the second most popular activity – right behind "surfing the Internet" – according to data released by entertainment market research firm Interpret. That data comes from Interpret’s quarterly New Media Measure study. The study tracks media behavior, device ownership, attitudes, and product consumption.
According to the study, 58 percent of tablet owners use the device for surfing the Internet. Gaming is the second most popular activity, with 52 percent of tablet owners using the device to play games. Active gamers are more likely to buy some type of tablet device in the next three months than the average consumers, the study found.
Other results from the study show that social networking continues to make strides on smart phones. Social networking on smart phones has increased by 12 percent, compared to the last quarter. Almost half of smart phone users – 45 percent – access social networks through their phones.
Interpret’s New Media Measure surveys 9,000 consumers aged 12-65, representative of the U.S. population and weighted to U.S. Census. Data collected includes demographics, "psychographics," brand consumption, traditional media consumption, online and social networking, mobile phone, video gaming, and digital entertainment.
The full report can be found here.