ComScore measures the digital world and shares some insight with their latest report “Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits”.
The underlying theme shows that tablets and smartphones change the media consumption habits of the average user. Expect this trend to continue as more people look to acquire smart phones and more households purchase tablet devices. Last week on the podcast I mentioned a study that found that tablet users consumed 48% more internet and this latest study from comScore adds credence to this earlier insight. All initial indications from the release of the iPhone 4S and the Amazon Fire show that even in this economy there is a healthy want for these devices.
Rise of the Tablet Device
Here’s a few key findings from the report itself:
Communication activities were central to tablet usage. 3 in 4 tablet owners accessed email on their tablet device in September with 1 in 3 doing so on a near-daily basis.
Nearly half of tablet owners made or completed a purchase on their tablet. Tablet owners exhibited significant use of their devices during the entire online shopping process – from initial planning, conducting product and store research, making price comparisons, to transacting. In the past month, more than half of tablet owners looked up product or price information for a specific store (56 percent) and read customer ratings and reviews while on a tablet (54 percent).
As with the rise of mobile phones it’s important to understand how you content is being consumed on a tablet device. I don’t believe this is just a US phenomenon it’s something that is going to happen worldwide (see there will be a worldwide tablet revolution and what that means for your business).
As the tablet becomes more of the chosen device to browse the internet I anticipate that the second point about completed purchases will rise as well.
What’s Your 9pm Content Schedule?
Look at this graph…
Yes, that’s tablet usage that spikes between 9pm – midnight.
The report says “…tablets had the highest relative usage during the nighttime hours, peaking between the hours of 9:00 PM and midnight, which suggests that people probably favor tablet usage as they retire to the couch or bed at the end of the day.”
Expect this to be a huge boom for consumption of all media well into the future as tablets penetrate more homes.
On Mobile Phones
The mobile phone is quickly becoming the go to device for quick answers and intent based searches.
Mobile phones drive digital traffic around the world, while tablets are gaining steam. The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011, with two-thirds of that traffic coming from mobile phones and tablets accounting for much of the remainder.
Increased WiFi availability and mobile broadband adoption in the U.S. are helping drive connectivity. In August 2011, more than one third (37.2 percent) of U.S. digital traffic coming from mobile phones occurred via a WiFi connection. This percentage grew nearly 3 points in just the past three months. On the other hand, tablets, which traditionally required a WiFi connection to access the Internet, are increasingly driving traffic using mobile broadband access. In August, nearly 10 percent of traffic from tablets occurred via a mobile network connection.
In a way these numbers of meaningless because I believe in a few years we will be in a all connected world. Either thru WIFI or major leaps in cell technology.
The Bottom Line
It shouldn’t be much of a surprise that mobile phones and tablets change media usage habits. There is an opportunity here– take insight from this report and see how you can immediately apply to your content strategy. Our first step and foray into this is to see if we can increase engagement during the 9pm spike.
What do you think… any insight I missed in this latest report or what does this data tell you?