The Impact of Tablets on Device Usage in Australia

Posted on July 31, 2012
By Marc Fine

Tablet sales in Australia are growing exponentially by the end of this year, tablets are expected to reach nearly 40% of households. Consumers love their large screen sizes and user-friendly experiences, so these devices are already having a huge impact on web usage. Results from Mobext and InMobi's research study on Connected Devices in Australia reveal how increased tablet usage is impacting consumer behavior, and how usage of other devices is being impacted. Tablets provide complementary experiences to TV viewing; over 60% of tablet owners use their device while watching TV. Most tablet browsing actually occurs around the same time as prime time TV, between 6 P.M. and midnight, right in the home. A cross channel strategy is increasingly important to ensure campaigns resonate well with audiences and to reach high value lean back browsers. Tablets, smartphones, and PC's are all used at different points throughout the purchase process. At home, tablets and PC's are preferred throughout the purchase process, from initial browsing to conducting transactions. Meanwhile, the mobility of tablets and smartphones make them the preferred shopping devices out of home. The growth in tablets is having an impact on media consumption and purchase behavior; marketers can adapt by considering the unique role that each device plays in the decision making process. To read more, access research results here: Australian Whitepaper, Australian Infographic