Tablets used mainly for entertainment, says Gartner

2013-09-18 10:15
Tablets are used as entertainment devices, while smartphones are used on the go, Gartner has found. (Duncan Alfreds, News24)

Tablets are used as entertainment devices, while smartphones are used on the go, Gartner has found. (Duncan Alfreds, News24)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

Cape Town - More time is spent on entertainment on mobile devices than any other activity, a survey has revealed.

A survey by Gartner showed that tablet owners primarily used the devices as entertainment tools, indicating that an era of multiple screen entertainment offerings was dawning.

"Of the different types of activity, people spend by far the most time on entertainment, and people often use several devices at once, so it seems we are turning into a society of multitasking, multi-screen users," said Meike Escherich, principal research analyst at Gartner.

Entertainment made up 50% of tablet activity, followed by communication at 26%. Activities related to production such as creating content and web browsing only made up 15% and 9% respectively.

The results seem to cement the reputation of tablets as media consumption devices, rather than true computing alternatives.

Time spent

"Tablet users, for example, continue to use tablets most in the evening, between 7pm and 10pm [19:00 and 22:00]. This suggests the use of tablets as companions to television viewing and other living-room activities," said Escherich.

The survey, which was conducted in the US, UK and Australia, found that smartphones were increasingly being used as instant research devices or to engage with social media, particularly when consumers were in transit.

Samsung and Apple tablet owners are, according to the research, more likely to spend more time on the devices in entertainment activity.

These devices were used an average of 30 minutes more than those of other brands, with iPad owners in particular being classed as heavy users. They use the devices in more than 10 sessions per day, Gartner found.

"Other tablet providers need to understand why owners of their tablets spent significantly less time on their devices," said Annette Jump, research director at Gartner.

She added that engagement with the device could be directly tied to future purchases.

"Unless consumers use tablets regularly and find them valuable for specific activities, they are unlikely to purchase the same brand or, indeed, any replacement tablet after a couple of years."

The price of tablets has declined rapidly, especially as new entrants compete to attract customers and Gartner believes that despite the health growth in the sector, vendors have to move to distinguish their brands.

"Tablet vendors can no longer focus exclusively on early adopters. From the very beginning of the product design and development process, they must review their portfolios to ensure they have products also capable of attracting later adopters," said Escherich.


- Follow Duncan on Twitter
Read more on:    gartner  |  ipad  |  mobile

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.
NEXT ON NEWS24X

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
3 comments
Comments have been closed for this article.

Inside News24

 
/News

Book flights

Compare, Book, Fly

Traffic Alerts
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.