iPad research, tablet research, portable devices - share the barcode

Share the barcode to the new infographic of our consumer research into iPads, tablets, smartphones and other portable devices (and click here for the full report).

iPad research, device research - a digital divide or untapped market?

Here is another snippet from the Portable Devices research conducted by Harris and available free to download in its entirety here. Conducted in April 2011, the research looks at a the GB public's ownership, intentions, decisions and attitudes towards a range of portable devices, including tablets like the iPad, smartphones, laptops, eBook readers like Kindle and so on.

Here we look at device ownership by age, contrasting younger and older consumers.

We see, as we would expect, a much higher incidence of ownership among younger consumers for the latest gadgets, with the divide especially pronounced for smartphones. The key things to appreciate are there are substantially more older consumers than there are 16-24s, something that will exacerbate in our ageing population, plus a substantial proportion of older consumers have relatively high disposable incomes. Put together should tech companies, who arguably do more to target the under 35s, strive to tackle this potentially lucrative older market, the reward could be substantial.

This is just one clip from the full report, which is free to download in its entirety from here. See here for an earlier analysis of entertainment, work and leisure usage on different devices. And if you have any questions, feel free to get in touch - contact details on right-hand pane.

iPad research, tablet research, portable devices - major new free report

Click here to download a major new consumer research report into portable devices.

This is a large-scale study, interviewing over 2,000 members of the GB public online using the Harris Poll Omnibus.









We look at the choices people make between different portable devices (see earlier post) like tablets, smartphones, laptops, ebook readers and mini netbooks. Probably one of the most interesting areas we look at is anticipated usage of these different devices. We see just how attractive tablet devices like iPads and Xooms are for true multi-media usage, and especially so for video and gaming. This is underlined in the anticipated usage chart below.

The graph above underlines the potential of the tablet to deliver video and gaming content to a much higher degree than that seen for smartphones. Of course, there are and will continue to be many more smartphone users than tablet users, but the tablet device shows it to be the portable device for the fullest multi-media experience. As such the tablet device offers massive potential for content owners - see a summary of potential below:

The full report is 100+ pages of analysis and is free to download. Feel free to contact me if you have any questions - my contact details are on the right-hand pane.

Tablet research, iPad research, portable device research - coming soon

Just a heads up to let you know that next week I'll be posting a link to a major new report from Harris Interactive. With so many choices available for consumers, especially with the growing popularity of iPad and upcoming rivals, we felt it was time to conduct a deep market investigation of the portable devices market.

It looks at portable devices in the UK, using a robust, nationally representative sample of 16+ year olds. We look at tablets, smartphones, laptops and mini netbooks in great detail, as well as covering eBook readers and a range of other devices for benchmarking. We cover portable device ownership, purchase intentions, how choices are made between different devices, usage (work, leisure and entertainment), locations for usage (in the home and on-the-go), purchase channels and general engagement and attitudes towards portable devices. It's a deep investigation - the report will be free and 100+ of analysis.

Above is just a taster of the report. We asked the GB public what device out of a limited list they would like to have, imagining they owned none but had the money to buy. Shown is their first choice made and then the subsequent secondary choice of device.It shows while there is so much attention on tablets right now, the workhorse, multi-functional laptop gets a majority preference share. It also shows not much love for the 7-inch tablet form factor. Tablets are, however, ahead of mini netbooks for consumer preference, which seem like a buzz somewhat faded now. I'll post a link here when it's ready. If you want to know more in the interim, get in touch - contact details on right-hand pane.