Research reveals many consumers are resistant to purchase, but device owners evangelise

Are tablets changing lives?

Research by media communications agency UM London has examined how the rising popularity of tablet devices has impacted consumer behaviour.

The study, which reached 5,000 UK consumers, found that 18 per cent of consumers in the UK now own a tablet or e-reader – and of those that don’t, 64 per cent have no intention to purchase one.

Of this number 23 per cent were put off by price, but 38 per cent didn’t understand the benefits of a tablet computer or e-reader in the first place – revealing quite the opportunity for retailers and vendors.

Perhaps unsurprisingly, the firm found that people who did own a tablet were big fans of the devices. A third said their tablet had changed their lives and 43 per cent found them addictive.

Tablets and e-readers were used daily by 60 per cent of owners, and 65 per cent of them said they were more useful than laptops.

Thirty two per cent of tablet owners said they would shop more online with their tablet, and 55 per cent said they now go online more generally. Games, downloaded by 50 per cent, were found to be the most popular type of tablet app.

An intriguingly high 43 per cent said tablets had improved their quality of life – just what were they doing before?

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