Tablet Owners Spend 48% More Time Online Daily – New Research from Knowledge Networks

Mobile devices account for 38% of their Internet time

NEW YORK--(BUSINESS WIRE)--Tablet technology is proving to be a game changer for Internet use, moving large quantities of time away from PCs and laptops and onto smartphones and iPads (or other tablets).

“Being able to take ‘device shares’ into account – along with product and media use – gives planners a new, increasingly relevant window on the media landscape”

New research by Knowledge Networks shows that tablet-owning consumers (ages 18 to 64) spend 4 hours, 19 minutes with the Internet daily, compared to 2 hours 55 minutes for all consumers 18-to-64 – a difference of 84 minutes, or 48%.

Tablet owners spend, on average, 55 minutes daily accessing the Internet on their tablets; social networking, gaming, and search take up about half (24 minutes) of that time. Mobile devices (smartphones and/or tablets) account for 38% of tablet owners’ online use, compared to 14% for the general 18-to-64 population.

These are among the findings from the latest wave of research for KN’s MultiMedia Mentor®, which collects the richest industry information about time spent with eight media, as well as deep information about respondents’ product use and other characteristics. Clients access this data via proprietary, Internet-based software that facilitates efficient media planning and ad targeting.

The research also presents strong evidence that tablet ownership is a marker for other advanced tech characteristics; 92% of tablet owners also have a smartphone, and they are 40% more likely to have a DVR than the general population.

Mobile Internet time for the overall 18-to-64 population has tripled in just a year – from 7 minutes in 2010 to 25 in the new measurement.

“Being able to take ‘device shares’ into account – along with product and media use – gives planners a new, increasingly relevant window on the media landscape,” said Robert DeFelice, Vice President of Client Service (Media) at Knowledge Networks. “To keep messaging effectively, marketers need an integrated view of their targets’ technology and media habits – where they are in today’s world of ‘anytime-anywhere’ access to content.”

For MultiMedia Mentor®, Knowledge Networks conducts roughly 5,000 extensive interviews each year with members of KnowledgePanel® about their use of media – as well as their consumption of soda, their car purchasing plans, and hundreds of other key profile data points. Mentor is also the basis for Total Touch^SM, a custom, scalable solution for assessing consumer exposure and reactions across dozens of media, including out-of-home. ESPN and NBCU are among the companies that have used Total Touch^SM to measure media audiences for key events. The new data in this release is from the Fall 2010 data set, encompassing over 2,500 interviews.

Knowledge Networks is passionate about research in consumer goods, retail, media, health and social policy – collaborating closely with client teams throughout the research process, while applying rigor in everything we do. We specialize in innovative online research that consistently gives leaders in business, government, and academia the confidence to make important decisions.

KN delivers affordable, statistically valid online research through KnowledgePanel and leverages a variety of other assets, such as world class advanced analytics, an industry-leading physician panel, an innovative platform for measuring online ad effectiveness, and a research-ready behavioral database of frequent supermarket and drug store shoppers.