Users More Engaged with Video Consumption on Tablet than on TV

In Spring 2012, Strategy Analytics conducted a multi-method data gathering exercise to gauge behaviors, attitudes and preferences of tablet owners in the UK and USA. The main reasons consumers purchase a tablet is for its small, compact size and ease of portability. When purchasing a tablet, most consumers take brand image and quality into account, and rate battery life, screen display resolution, camera quality and storage space the most important features. Tablets are mainly used within the home environment to browse the internet and stream video content. Motivations behind viewing video content on the tablet were found to be very different from viewing on the TV as it was more focused and purposeful. The majority of consumers use the tablet to consume rather than create content, mostly due to the lack of a physical keyboard.

1 Executive Summary
2 Introduction & Methodology
3 The Tablet is a More Portable Computing Device
3.1 Portable Device Categories
4 Consumers Purchase Tablets for their Compact Size and Portability
5 Brand Image is the Main Factor in the Consumer's Purchase Decision
6 Tablets Mainly Remain In Home
6.1 Shared Device, But Used by Individuals
7 Effect on Usage Patterns of Laptops/Smartphones/TV
8 Tablet Usage
8.1 Browsing the Internet
8.1.1 Shopping
8.2 Connectivity
8.3 Games
8.4 Video Player
8.4.1 Video Content Searching
8.4.2 Video Viewing Behaviors
8.4.3 Increased Video Consumption
8.5 Music Player
8.6 Camera
8.7 eReader
8.8 Content Consumptions vs. Content Creation
9 Tablet Extendibility Options
10 Future Tablet Purchase Factors
10.1 Longer Battery Life is a Must for Consumers' Next Tablet Purchase
10.2 Feature Importance
11 Conclusion
12 In-Home Participant Profiles
13 Appendix: Focus Group Participant Profiles
14 Analyst Contacts