News & Opinion

Bumper Christmas for tablets

12.2 million adults now own a tablet – and over 4 in 10 owners say that owning a tablet will mean they are likely to read more news – according to new figures from YouGov.

  • 12.2 million adults now own a tablet
  • Over 4 in 10 owners plan to read more news
  • Young people most likely to download newsbrand app

Predictions of a 'tab-tastic' Christmas proved to be accurate, with ownership soaring to almost 30%, according to the online YouGov research commissioned by Newsworks (see infographic below).

The study shows that 29.3% of UK adults online aged 18+ now own a tablet, which equates to 12.2 million people. The market is set to rise even further with 7% of adults questioned saying they plan to buy a tablet before March 2013.

At Christmas, most new tablets were bought as a gift but almost 800,000 adults bought a tablet either for themselves or as a whole family treat. Kindle Fire was the brand most frequently received as a gift (35%), followed by Apple iPad (24%) and Samsung Galaxy (12%).

Tablet ownership

50% of tablet owners are over 45, however the range of tablets now available means ownership is spread across all age groups:

• 1.3 million 18-24 year olds now own a tablet (27% of the age group)
• 2.6 million adults aged 25-34 now own a tablet (35% of age group)
• 2.1 million tablet owners are aged 35-44 (34% of age group)
• 2.2 million tablet owners are aged 45-54 (27% of age group)
• 3.9 million adults aged 55+ now own a tablet (26% of age group)

Tablet ownership is still heavily weighted towards ABC1 social classes (65%), but the advent of smaller, more affordable devices had a significant impact on tablet ownership among C2DE social classes this Christmas.

News consumption

42% of owners think that owning a tablet will mean their news consumption will increase, or has increased. This is highest among younger age groups with 54% of 18-24’s and 60% of 25-34’s anticipating an increase in the amount of news they will read. Young people aged 18-24 were the most likely age group to download a newsbrand app from one of the UK national newspapers (40% compared with an average of 30%), according to the research.

30% of owners also list "keeping up with news" as one of the top three activities they plan to use their tablet for most.

And while almost two-thirds (62%) of owners who read newspapers via their tablet regularly* have downloaded a newspaper app, the remainder access newspapers on their tablets via the web, other news apps and social media.

Overall, nearly half (48%) of tablet owners downloaded between 6 and 40 apps within the first two days of ownership.

Newsworks CEO Rufus Olins said: "The UK tablet market is exploding. These devices haven’t been around for long but after an extraordinary Christmas this research shows nearly 30% of the UK population now owns one.

"With intense competition driving down prices, more people are treating themselves to a tablet, across all ages and socio-economic groups. And they are spending a lot of time reading newspapers on their new gadgets. It is very good news for the news industry."

Charts are available to download in our Research Centre now. Read more in The Times.


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