Tablets most often used for consuming video on the sofa

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Android tablet users, what smartphone do you use? graph of japanese statisticsMobile Marketing Data Laboratory recently conducted a survey with a lot of useful data points, looking at tablet device issues.

Demographics

Between the 18th and 20th of June 2013 568 members of the MMD research panel who were also users of both tablets and smartphones completed a private internet-based questionnaire. The ages were between 20 and 59 years old, but no further information was provided.

There’s a lot of great data here that I’ve been hoping to get my hands on for a while. Over 20% of Android tablet users being iPhone owners is not a surprise to me; given that the iPhone is the biggest-selling smartphone in Japan it is statistically quite normal (I think!) that there is such a split. However, I would like to know why iPhone users chose an Android tablet, or did Android tablet users choose the iPhone? At a guess, I would say that price would be the deciding factor, but I wonder how many of those choosing an Android did have a significant investment in iTunes and app purchases? Perhaps next time we can get answers to these questions.

Research results

Q1A: iPad users, what smartphone do you use? (Sample size=355)

Apple iPhone68.5%
Sony Xperia9.0%
Sharp Aquos Phone4.2%
Samsung Galaxy4.2%
Other14.0%

Q1B: Android tablet users, what smartphone do you use? (Sample size=213)

Apple iPhone21.1%
Sony Xperia19.2%
Samsung Galaxy10.8%
Sharp Aquos Phone9.9%
Other39.0%

Q2: Where or when do you use your tablet and smartphone? (Sample size=568, multiple answer)

 TabletSmartphone
When relaxing at home71.5%51.6%
When watching television37.7%33.5%
When passing free time outside37.1%63.9%
At a cafe, restaurant31.2%50.7%
While riding a train, bus, airplane31.0%65.1%
For work, studying26.4%26.9%
While waiting for a train, bus, airplane25.7%58.3%
At break times at work, school23.6%47.2%
When working outside the office22.4%29.2%
When cooking in the kitchen20.8%13.4%
During meals at home11.3%14.6%
In the bath7.4%11.3%
Other8.8%9.3%

Q3: What genres of apps do you use on your tablet at least once a week? (Sample size=568, multiple answer)

Video43.8%
Weather39.3%
SNS34.7%
News30.1%
Game28.5%
Electronic book, magazine25.9%
Lifestyle25.5%
Work efficiency25.4%
Navigation20.4%
Photos, home video19.7%
Catalogue18.8%
Dictionary16.7%
Entertainment15.0%
Travel14.4%
Free voice calls, chat14.1%
Education13.7%
Utility13.4%
Business11.8%
Music10.7%
Health care, fitness10.4%
Sports8.5%
Finance8.1%
Medical3.9%
Other3.0%
None in particular12.1%

Q4: Do you share your tablet with your family? (Sample size=568)

No, have exclusive use59.3%
Yes, share it40.7%
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2 comments »

  1. Janne said,
    July 2, 2013 @ 10:57

    Doesn’t the data also mean that 30% of iPad users have an Android phone?

  2. Daniel said,
    July 4, 2013 @ 13:40

    Yeah I have an iPhone & an Android tablet, I’m thinking that it would’ve been a better investment getting an iPad cause my tablet is rubbish & I don’t like Google anymore.

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