Why tablets impact media use?
Roughly half of the panel said they are the only person in their household to use this item, while 43% shared it with others.
A further 8% had bought a tablet but did not use it themselves, as other people in their home constituted the primary audience.
Having been asked how owning a slate impacted different channels, 35% of participants had reduced activity levels or simply no longer accessed a desktop PC.
This total stood at 32% for laptop computers(HP pavilion dv1000 Battery, Compaq 484170-001 battery), 28% for netbooks and 27% for ebook readers and portable media players.
Figures hit 20% relating to games consoles, 14% for geo-positioning services, 11% for internet-to-television players, 13% for smartphones and 11% for web-connected TV.
But only 5% had ceased employing netbooks altogether, the highest rating on this metric overall, with nearly every medium tracked scoring either 2% or 3%.
These numbers fell to 1% in assessing TVs that can link to the net, and effectively zero on the part of smartphones and internet-to-TV players.
Between half and three-quarters of those polled stated purchasing a tablet had not affected the time dedicated to alternative platforms – peaking at 72% for GPS and the 66% lodged by online-enabled TV sets.
A quarter of contributors were actually now more engaged with the latter appliance, handheld games machines and web-to-TV players.
Over a fifth adopted the same view in analysing the extent to which they leveraged smartphones, netbooks and internet-to-television tools.
Indeed, apart from desktop PCs, on 9%, all of the other options registered an improvement Sony vgp-bps2c Battery, Hp 364602-001 Battery sony vgp-bps8 battery here, Nielsen's study found.
When identifying the reasons to use tablets instead of PCs or laptops, 31% of the sample cited portability, 21% referenced the simplicity provided by its interface or operating system.
Elsewhere, 15% prioritised the comparative rapidity of starting and switching off the iPad and similar offerings, and 12% emphasised convenience, size and the ability to utilise tablets in various locations.
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