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RESEARCH: Tablet inTouch

Provided by UM
How Tablets and E-reader are changing the UK's Digital Diet.

What was the Challenge / Background of the Campaign?

A major study by media communications agency UM London has revealed the impact tablet computers have had on the behaviour of UK consumers and casts light on the opportunities & challenges for brands. The research "Tablet inTouch" which covered five thousand UK consumers, found those who owned the devices were almost evangelical about their benefits, with more than a third of owners saying their tablet computer has changed their lives.

What was the Campaign Objective?

This report aims to comprehensible exactly how tablet computers and e-readers are changing the UK's digital diet.

What was the Solution?

UM conducted research based upon a group of 5,000 nationally representative respondents taking part in a through online quantitative field study in August 2011, in order to answer many questions and hypotheses about tablet owner and non-owner groups. Tablet computers and e-readers have revolutionised the lives of their owners, and will soon become an integral part of everybody's future- but to what degree?

What were the Results?

While tablet and e-reader technology is changing the lives of their owners, the majority of UK consumers remain to be convinced of their benefits. UM found only 18% of consumers in the UK now own a tablet or e-reader, with Apple and Amazon dominating the markets. UM London's study clearly shows that tablet computers are used primarily for play not work, but owners are using their devices regularly for a diverse range of activities. 41% of tablet owners think of their device as a "toy" but just 17% of e-reader users do so.

What were the Key Learnings of this Campaign?

Loraine Cordery at UM London commented: "For those who already own them, tablet computers and e-readers are clearly having a major impact on their lifestyles, but technology brands face a major challenge persuading those who don't own one of the benefits of the devices."

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsA study of 5000 nationally representative respondants
All adultsBoth
ABC1
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSRESEARCH
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