• by Mark Walsh  @markfwal, June 6, 2011

So what are people actually doing with tablets, besides as child pacifiers? Michael Haggerty, SVP, Director of Research and Marketing Accountability, UM, was on hand to share research findings from the agency this year. Here's a few usage data points:

Reasons for buying—women want portability; men want the latest gadget

Over 50% said several times a day

2 out of 3 share with 2 or more people 63%

Almost half are downloading free apps

Tablet owners download an avg of 18 apps

Men are 40% more likety to buy apps

65% of those surveyed want magazines on their iPad

Target tablet attributes:

-A fun way to learn and pass time

-So far less about self-expression and connectivity than media consumption