1. Tablet ownership and behaviour
Results from YouGov survey
conducted 28th – 31st December 2012
1

2. Sample and method
• All figures, unless otherwise stated, are from YouGov Plc. Total
sample size was 2055 adults. Fieldwork was undertaken between
28th - 31st December 2012. The survey was carried out online. The
figures have been weighted and are representative of all UK adults
online (aged 18+).
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3. Bumper Christmas for tablets signal
increased consumption of news
Source: YouGov December 2012. 2055 UK adults online
3

4. 12.2 million adults now own a tablet
29.3% of adults own a tablet
7% intend to buy before March 2013
Sources: YouGov - 2055 UK adults online 18+, 29-31 December 2012
ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet 4

5. Who owns tablets?
Ownership growing across age groups
Tablet ownership - millions
3.9
2.6
2.1 2.2
1.3
18 to 24 25 to 34 35 to 44 45 to 54 55+
Sources: YouGov – 2055 UK adults online 18+, 29-31 December 2012
ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet 5

6. Who owns tablets?
Ownership peaks among 25-34s
Tablet ownership – reach across age groups
35%
34%
27% 27% 26%
18 to 24 25 to 34 35 to 44 45 to 54 55+
Source: YouGov – 2055 UK adults online 18+, 29-31 December 2012
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7. Who owns tablets?
50% of owners are 45+, with slight shift to under 45s pre-post Xmas
Age profile of tablet owners post Christmas
11%
32% 18 to 24
22% 25 to 34
35 to 44
45 to 54
55+
18% 17%
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012
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8. Who owns tablets?
Slight female bias both pre and post Xmas
Gender profile of tablet owners post-Christmas
48% Men
52% Women
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012
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9. Who owns tablets?
Increased likelihood for ABC1s to own tablets
Tablet ownership – reach across social class groups
35%
28%
23%
18% Pre-Christmas 2012
Post Christmas 2012
ABC1 C2DE
Source: YouGov - 2055UK adults online 18+, 29-31 December 2012
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10. Who owns tablets?
Still heavily weighted to more upmarket owners
Social class profile post Christmas
35%
ABC1
C2DE
65%
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012
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11. Which brands were bought Christmas 2012?
Kindle Fire most popular gift for giving and receiving
Bought as gift* Received as gift
Kindle Fire 30% Kindle Fire 35%
Apple iPad (full size) 24% Apple iPad (full size) 24%
Apple iPad Mini 16% Samsung Galaxy 12%
Samsung Galaxy 12% Asus Google Nexus 7 7%
Asus Google Nexus 7 10% Samsung Google Nexus 10 6%
Other 9% Apple iPad Mini 5%
Blackberry Playbook 9% Nook 5%
Asus Transformer 3% Other 5%
Nook 3% Blackberry Playbook 1%
Samsung Google Nexus 10 3% Lélik Tec 1%
Not sure 3% Not sure 0%
Microsoft Surface 2% Sony Experia 0%
Lélik Tec 2% Microsoft Surface 0%
Sony Experia 1% Asus Transformer 0%
* Totals add to more than 100% as some people bought more than one tablet as a gift
Source: YouGov - 2013 UK adults online 18+,who bought (140) /received (106) a tablet as a gift this Christmas, 29-31 December 2012

12. What do people use tablets for most often?
Keeping up with news among top 3 activities for 30% of owners
Email 59%
Internet browsing 53%
Social networking 39%
Playing games 37%
Keeping up with news 30%
Reading books 18%
Watching videos 14%
Listening to music 9%
Taking/ viewing photos 7%
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012. 12
Question summary: Which three (of list of activities) do you use your tablet for most often?

13. Which activities change most by age group?
18-24s much more likely to put social networking in top 3 than email
45-54 70%
Email
18-24 40%
55+ 27%
Social networking
18-24 67%
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012. 13
Question summary: Which three (of list of activities) do you use your tablet for most often?

14. Tablet apps downloaded in first 2 days
Nearly half downloaded 6-40 apps
35%
27%
22%
1 to 5 6 to 10 11+
Source: YouGov - Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.
Question summary: how many apps (free and paid-for) did you download within the first 2 days of owning it? 14

15. Tablet apps downloaded
Newsbrand apps are in the top 5 of downloaded apps
Games 64%
BBC apps (e.g. news, iPlayer, etc.) 61%
Social networking 57%
Weather apps 41%
Newspaper apps (e.g. The Sun, Daily Mail, Guardian, etc.) 30%
Travel/ tourism 25%
Productivity (e.g. to do list ) 22%
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.
Question summary : which apps ever downloaded? 15

16. Newsbrand tablet apps downloaded
Young people are most likely to download newspaper apps
40%
32%
30% 29% 28%
24%
All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+
62% of owners who read newspapers at least once a month via their tablet
have downloaded an app, suggesting the remaining third access on tablets via
web, other news apps, or social media
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.
Question summary : which apps ever downloaded? 16

17. Tablet ownership increases news consumption
Over 4 in 10 owners think they will/do read more news, 60% of 25-34s
Tablet owners: Will/do read more news
60%
54%
44%
42%
38%
27%
All owners 18 to 24 25 to 34 35 to 44 45 to 54 55+
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012.
Question summary : do you think owning a tablet means you will (or already do) read more or less news? 17

18. What do tablet newspaper readers also read?
Tablet readers are most likely to read newsbrands across all platforms
53%
also read via mobile
74%
also read online
74%
also read print
* Read newspapers= at least once a month for all formats
Source: YouGov - 262 UK adults online 18+ who read newspapers on a tablet ,29-31 December 2012
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19. What do mobile readers also read?
Most mobile readers also read print and online
41%
also read via tablet
78%
also read online
71%
also read print
* Read newspapers= at least once a month for all formats
Source: YouGov – 342 UK adults online 18+ who read newspapers on a mobile/smartphone, 29-31 December 2012
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20. What do print readers also read?
Online via laptop/pc is strongest second platform for print readers
14%
also read via tablet
18%
also read via mobile
41%
also read online
Source: YouGov - 1396 UK adults online 18+ who read print newspapers, 29-31 December 2012 * Read newspapers= at least once a month for all formats
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21. What do online readers also read?
Online via laptop/pc is strongest second platform for print readers
25%
also read via tablet
35%
also read via mobile
74%
also read print
* Read newspapers= at least once a month for all formats
Source: YouGov - 772 UK adults online 18+ who read newspapers via a PC/laptop, 29-31 December 2012
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22. Social media users and tablets
Social media users more likely to own tablets
Own a tablet: social media users indexed against all adults
129 128
123
108
Facebook users Twitter users LinkedIn users Google+ users
Source: YouGov - 2055 UK adults online 18+, 29-31 December 2012 * Social media users = at least once a month
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23. Social media users and news
Social media users more likely to read digital newsbrands
Read newspapers* : social media users indexed against all adults online
189
157 152 162
144 143 139 140
131
109 115
107
Read newspapers on Read newspapers via Read newspapers online
tablet mobile via pc/laptop
Facebook users Twitter users LinkedIn users Google+ users
Source: YouGov - 2055 UK adults online 18+, 29-31 December 2012 *Read newspapers = at least once a month for all formats.
Social media users = at least once a month

24. Social media users and tablet news
Tablet owners who use social media more likely download newspaper apps
Tablet owners: social media users* indexed against all owners
146
140
129
103
Downloaded a newsbrand app
Facebook users Twitter users LinkedIn users Google+ users
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 * Social media users = at least once a month
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25. Social media users and tablet news
Social media users more likely to increase news consumption
Tablet owners: social media users* indexed against all owners
124
119
112
106
Will/do read more news
Facebook users Twitter users LinkedIn users Google+ users
Source: YouGov - 603 UK tablet owners online 18+, 29-31 December 2012 * Social media users = at least once a month
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