A research from KPMG has shown that 80% of the tablet user base had downloaded apps in the month before the study, with the App Store taking a 93% share. The early adopters already possessing slates spent nearly £9 per month on apps, measured against £6 for smartphone customers, and 60% of the former group had paid to access content.
“This is inevitably due to the size of the tablet and its superior video quality and screen that make it preferable for viewing books, newspapers, films and TV programmes than on the smartphone,” the study said.
Elsewhere, KPMG reported 50% of all individuals questioned had visited a social media site in the month prior to the poll, beating online news portals, with 40%, and video-on-demand TV platforms, securing 21%. Such figures can be compared with 92% of the panel watching linear TV across the same period, 77% reading physical newspapers and listening to the radio, and 63% reading a magazine.
Indeed, 83% of the sample preferred to consume broadcast programming and films on a TV set than using a computer, just as 73% favoured paper copies of print media to a digital equivalent. Overall, only 49% of interviewees preferred the “experience” of traditional media, off from 57% during the last research round.
Looking to the web, 83% enjoyed the ability to access material whenever they chose, and 63% believed this channel offered benefits concerning free content. Another 51% thought it was easier to track down items of interest online, and 46% concurred the net yielded a wider choice than offline mediums.
While 60% of KPMG’s survey community would be willing to pay for films, this fell to 35% for music, 28% for TV and 27% for print titles. Just 2% said they would happily meet charges introduced by a site they had previously used frequently for nothing, but 83% were likely to try and find different providers.
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Would you be prepared to pay for online media? What are your feelings about your pad?