According to the Nielsen recent survey of nearly 12,000 mobile connected device owners, 70% of tablet owners and 68% of smartphone owners said they use their devices while watching television, compared to only 35% of eReader owners.
Further, when asked where they use the devices, 61% of eReader owners use their device in bed, compared to 57% of tablet owners and 51% of smartphone owners.
US Connected Devices: Situational Usage | |||
| % Using | ||
Where/When Used | Tablet | eReader | Smartphone |
Watching TV | 70% | 35% | 68% |
Lying in bed | 57 | 61 | 51 |
With friends/family | 44 | 17 | 58 |
Waiting for something | 42 | 32 | 59 |
In the bathroom | 25 | 17 | 28 |
Attending meeting/class | 24 | 10 | 23 |
Shopping/errands | 21 | 9 | 59 |
Commuting | 20 | 11 | 47 |
Other | 35 | 39 | 50 |
Source: Q1 Mobile Connected Device Report, Nielsen, May 2011 |
But just how much time are tablet, eReader, and smartphone owners spending using their device while watching TV or lying in bed, asks the study.
Tablet owners said 30% of their time spent with their device was while watching TV compared to 21% lying in bed. Smartphone owners say that 20% of the time they are using their smartphones is while watching TV, compared to 11% lying in bed.
However, while eReader owners indicated only 15% of their eReader time was spent watching TV, but they spent a whopping 37% of that device usage time in bed.
US Connected Devices: Time Distribution of Usage by Location | |||
| % of Time Using at Location | ||
Location | Tablet | eReader | Smartphone |
Watching TV | 30% | 15% | 20% |
Lying in bed | 21 | 37 | 11 |
With friends/family | 10 | 5 | 12 |
Waiting for something | 9 | 9 | 12 |
In the bathroom | 4 | 3 | 3 |
Attending meeting/class | 5 | 2 | 3 |
Shopping/errands | 4 | 1 | 10 |
Commuting | 4 | 4 | 10 |
Other | 13 | 23 | 19 |
Source: Q1 Mobile Connected Device Report, Nielsen, May 2011 |
For additional information from the Nielsen Company, please visit here.
This data shows the growing penetration and consumer usage of portable digital platforms. We see this as an excellent opportunity for richer targeting of these consumers. Read more at http://bit.ly/jwUP1P
Candice Seiger
www.LuminosityMarketing.com