New research by Knowledge Networks shows that tablet users age 18 – 64 spend 4 hours, 19 minutes on the Internet daily, compared to 2 hours 55 minutes for all consumers 18 – 64. this represents a net difference of 84 minutes, or 48 percent.
Tablet owners spend, on average, 55 minutes a day on the Internet. Around 24 minutes of that time is spent using social networking sites, gaming, and searching. Mobile devices (smartphones and/or tablets) account for 38 percent of tablet owners’ online use, compared to 14 percent for the general 18 – 64 year-old population.
The research also shows that tablet ownership is a marker for other advanced tech characteristics; 92 percent of tablet owners also have a smartphone, and they are 40 percent more likely to have a DVR than the general population. Mobile Internet time for the overall 18 – 64 population has tripled in just a year from 7 minutes in 2010 to 25 minutes.
"Being able to take 'device shares' into account – along with product and media use – gives planners a new, increasingly relevant window on the media landscape," said Robert DeFelice, Vice President of Client Service (Media) at Knowledge Networks. "To keep messaging effectively, marketers need an integrated view of their targets’ technology and media habits – where they are in today’s world of 'anytime-anywhere' access to content."
Source: Knowledge Networks
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