For Tablet Owners, Tablets Are Displacing Consoles/Handhelds for Gaming
New GfK MRI iPanel Research Also Shows Tablet Owners Use Computers Less Often
New York, NY, October 5, 2011 - There has been much speculation about how using a Tablet will impact the amount of time users spend with other media and other activities. New research from GfK MRI's iPanel shows that a majority of Tablet owners who participate in video games report they use a video game console or a handheld video game less often as a result of owning their Tablet.
Moreover, 44% of Tablet owners say they read printed books less often, 42% say they read hard copy newspapers less often and 41% say they use a desktop or laptop computer less often as a result of owning a Tablet.
GfK MRI's online iPanel is composed of more than 3,000 adult eReader and Tablet owners.
Activities that have been far less impacted by the use of Tablets include playing sports, going to the movies and socializing with friends/family.
"The fact that a majority of game-playing Tablet owners report using a video game console or a handheld video game less often as a result of owning a Tablet does not necessarily mean they are playing video games less often," said Risa Becker, VP, Research at GfK MRI. "But it does suggest that Tablet owners are moving their gaming from other devices to the Tablet."
As evidence of this, "Games" is the most popular type of app among Tablet owners: 69% used a Games Tablet app in the last 30 days, followed by Tablet apps for Social Networking (59% of owners), Weather (58% of owners), Music (53% of owners) and Entertainment (48% of owners).
While not quite as popular, more than one-quarter of Tablet owners used a Newspaper or Magazine Tablet app in the last 30 days. Considering the fact that there is not yet a dedicated newsstand in the Apple app store, and that many magazines have not, to date, created a Tablet app version, this is a fairly strong showing.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.
GfK MRI is part of The GfK Group, headquartered in Nuremberg, Germany. The GfK Group offers the fundamental knowledge that industry, retailers, service companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The No. 4 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff. In 2010, the GfK Group's sales amounted to EUR 1.29 billion.