Another snippet here from our report on tablet and smartphone users, this time taking a look at the preference for either physical or digital media. We gave people three options across a range of different media - that they prefer physical, prefer digital or if their preference is split between the two.
What do we see? When compared to smartphone users (which is now a mainstream audience), tablet owners are much more digital, even when it comes to books and magazines.
Music and photos have long since migrated digital, so it's no surprise to see these spiking for digital among both types of owner. Films and printed media remain more physically-biased for smartphone owners, but we see clearly how the impact of a tablet can make very large dents in these areas.
There isn't a single type of media for which tablet owners express a greater preference for physical media over digital - digital always "wins".
As the market for tablets may double in 2012, expect to see the the digital migration for entertainment accelerate. Just as well things like Ultraviolet are coming through for film, as well as more established services like LOVEFiLM and Netflix.
See more about the full report (which is free to download) by clicking here.
What do we see? When compared to smartphone users (which is now a mainstream audience), tablet owners are much more digital, even when it comes to books and magazines.
Music and photos have long since migrated digital, so it's no surprise to see these spiking for digital among both types of owner. Films and printed media remain more physically-biased for smartphone owners, but we see clearly how the impact of a tablet can make very large dents in these areas.
There isn't a single type of media for which tablet owners express a greater preference for physical media over digital - digital always "wins".
As the market for tablets may double in 2012, expect to see the the digital migration for entertainment accelerate. Just as well things like Ultraviolet are coming through for film, as well as more established services like LOVEFiLM and Netflix.
See more about the full report (which is free to download) by clicking here.
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