comScore Debuts Tablet Study

Online audience measurement firm comScore has launched TabLens, a monthly syndicated study of US tablet ownership and usage, based on a 3-month rolling sample of 6,000 users.

The study uses the same sampling and survey methodology as the firm's MobiLens service, launched in 2005. Data provided will include demographics - age, gender, household income, education and ethnicity, among others - content consumption habits - retail, social media, games, music, video and more; device ownership and operating systems used.

Mark Donovan, SVP of Mobile, comments: 'TabLens delivers the critical market insights needed by publishers, advertisers, OEMs, and network operators as they attempt to capture value in one of the fastest-growing and most profitable technology markets of all time.'

Results from the initial wave of the study suggest that there are distinct differences across iPad, Android and Kindle Fire audiences, with iPad owners for example skewed towards males (52.9%), and on average slightly younger (44.5% under 35) and wealthier (46.3% in households with income of $100k or greater). Kindle Fire owners by contrast are more likely to be female (56.6%). The selection of apps available and the price of tablets are the most important factors in consumer choice, each scoring 7.7 on a 10-point scale. Brand name of tablet and tablet operating system are next, followed by music/video capabilities. Satisfaction with tablets is high across the board with the iPad leading the way but not by much (8.8 out of 10 versus an average of 8.6).

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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