Home Usage Dominates as "Sofa Surfers" and "Bedroom Browsers" Drive Early Tablet Adoption

Findings from our 2011 Tablet User Survey

CCS Insight's latest publication, Tablet User Survey, uncovers fascinating details about why people across Europe buy tablets like Apple's iPad and what they do with them. Principal findings include:

  • The living room and the bedroom are the most popular places for people to use their tablet
  • Over 90% of owners use their tablet for at least an hour every day
  • Non-iPad users use their tablets more than buyers of iPads
  • More than half of tablet owners take their device on holiday, but just 15% use them while commuting

Sofa Surfers and Bedroom Browsers are the early adopters in the tablet market as consumers substitute laptops and netbooks for lighter, more portable devices they can use around the home.

Almost 80% of the total 4,500 respondents to our survey said they're using their tablets in the living room. In the UK and France, nearly seven in ten use it in the bedroom, while almost four in 10 Europeans log-on in the kitchen.

"Previously, people had to leave the room and sit down at a computer to use the Internet. A tablet offers a more convenient and social means of access, allowing users to join in with family activities while remaining on-line," commented Martin Garner, Senior Vice President, Internet, at CCS Insight.

Tablet use on holiday is also popular, with 58% of owners packing the device in their suitcase. "The Internet is now so tightly built into many people's daily lives that they want to continue the connected lifestyle when they take a break from work," added Garner.

Tablet usage among commuters is surprisingly low — just 15% take their tablet when travelling to and from work. We believe that people want to use tablets in this way, but that the cost of 3G tariffs and limited availability of Wi-Fi are encouraging people to opt for e-readers like Amazon's Kindle instead.

Our survey also showed that only 7% of owners use their tablet mainly for work, compared with 60% who use it mainly for leisure. "This statistic will alarm tablet-makers that are trying to sell devices to the enterprise market," said Garner. "Business customers will not engage with tablets until they see a vast improvement in enterprise software on tablets."

Consumers in the UK are the heaviest users of tablets in the six European markets surveyed, averaging 2.8 hours a day. An overwhelming 95% of UK tablet owners use their device for at least an hour a day and 11% are online for more than five hours each day, according to the survey.

Interestingly, non-iPad owners are recording an average of 30 minutes more usage a day than people with Apple iconic device. This trend was evident in all markets surveyed. "We found that younger people are more likely to own cheaper non-Apple devices, and that these users tend to be most engaged with social networks," said Garner.

About Tablet User Survey

CCS Insight conducted the survey in August 2011. It polled 4,500 tablet owners in six European countries: France, Germany, Italy, Netherlands, Spain and the UK. Respondents completed the survey on their tablet. The survey comprised users of tablets from Apple and other manufacturers.

Tablet User Survey is CCS Insight's newest product in a range of research publications. It assesses all aspects of tablet usage and purchasing behaviour. It takes the form of a PowerPoint report and a presentation of findings to clients. It is updated twice a year.

About CCS Insight

CCS Insight is a global telecommunications analyst company providing comprehensive services that are tailored to meet the needs of each customer. We help our clients make sense of the connected world.

For more information about Tablet User Survey, please contact us.

Hot News

Team Tweets

CCS Insight
Going to #MWC16? We'll have an extensive presence, with several of the team on stage https://t.co/u5mVWwGyJ8 https://t.co/Hdazaqwl44
Follow CCS Insight
Shaun Collins
RT @benwood: A nice profile of Olaf Swantee in FT as he departs @EE now @BT deal is done. https://t.co/5sH876HSE7 https://t.co/4k3k5fX4Z3
Follow Shaun
Ben Wood
RT @OhMDee: India's iPhone (who says Apple needs to create a new model?) — Apple plans to sell refurbished iPhones in India https://t.co/w…
Follow Ben
Martin Garner
Happy Birthday! @Facebook, 12 years old today.
Follow Martin
Geoff Blaber
We predicted Firefox would pivot Firefox OS to IoT 2 years ago. Arguably an even bigger challenge than smartphones https://t.co/rSLQBYbRJg
Follow Geoff
Nicholas McQuire
Fascinated by how @vmware @AirWatch Workspace ONE will drive internal reorg in IT depts when mobile/desktop converge https://t.co/Y8bhlnNDBR
Follow Nicholas
Paolo Pescatore
Will this make #Channel4 more attractive to BT? Possibly but still believe BT should buy ITV! https://t.co/dWKUMQGGj4
Follow Paolo
Marina Koytcheva
RT @CCSInsight: CCS Insight Predictions for 2017 and Beyond. 16 Nov 2016. Early bird tickets now on sale https://t.co/8gd800fxvT https://t.…
Follow Marina
Kester Mann
O2 UK sees 8.30am as new prime-time for TV viewing, says one third of us watch TV on our commute to work at least once a week!
Follow Kester
Jasdeep Badyal
RT @benwood: Android tablet price erosion at #CES. $25.99 this year, $59 two years ago (2nd picture). $15 next year?? https://t.co/UZ7JIqyL…
Follow Jasdeep
George Jijiashvili
RT @benwood: Interested by @GoblinVR headset. Google Cardboard solutions too bulky & fragile if flattened https://t.co/vosqaIIG3M https://t…
Follow George
Rebecca Morley
RT @CCSInsight: Going to #MWC16? We'll have an extensive presence, with several of the team on stage https://t.co/u5mVWwGyJ8 https://t.co/H…
Follow Rebecca
Katie Taylor
RT @guardianscience: A sigh's not just a sigh - it's a fundamental life-sustaining reflex https://t.co/Bgf0gvZcyU
Follow Katie

Recent Blog Posts

Blog Post
Facebook Can't Give It Away Indian Regulator Rules on Net Neutrality Norms Zero-rate... Read more
Blog Post
Price Awareness Hits the Smartphone Market The End of Subsidy in the US Has Implications for Europe ... Read more
Blog Post
Super Bowl 50's High-Tech Kick Off The Big Game Gets a Silicon Valley Makeover On 7 Februar... Read more
More blog

CCS Insight on

Watch the CCS Insight channel on YouTube. > Follow us now