As many iPad and Kindle Fire owners know, when you get a tablet, your habits change. Some start reading their email or doing most of their shopping on their tablets instead of their desktops; others begin buying more ebooks than printed books.
Those changes were highlighted in a recent Forrester survey. The research firm found that after purchasing a tablet, owners are far less likely to engage with more traditional devices and media. About a third of respondents say they use personal computers and read books less frequently. About one in four claim to read print magazines and newspapers less often, and one in five reach for their MP3 players on fewer occasions.
The big exception is TV. Surprisingly, only 12% say they watch TV less frequently. That’s because tablets and TVs complement each other: 85% of tablet owners say they use their tablets while watching TV, according to a prior Forrester survey. In fact, Nielsen discovered that 30% of tablet usage occurs while watching TV.
That’s not to suggest that no one is watching TV content on their tablet devices — rather, those devices are causing one in five owners to watch more video. More than half say they watch some kind of video on their tablets, and 23% say they watch TV shows on apps developed by their DVR or cable provider (i.e. Comcast Xfinity, HBO Go). Many more access video content on their tablets through iTunes, Netflix and YouTube.
Tablet ownership isn’t just changing the amount of time people spend with different devices and media, it’s also significantly affecting their purchases in those categories. After purchasing a tablet, 45% of respondents say they are less likely to buy an ebook reader. About a third say they are less likely to buy a portable gaming player, small TV (24″ or smaller) or MP3 player. A quarter claim they are less likely to purchase a desktop computer. Potential purchases of other devices including laptops, smartphones and large TVs, appear to be largely unaffected by tablet ownership.
Are you a tablet owner? If so, how have your habits and purchases shifted since buying your device?