Some things I’ve learned about tablet computers

The shorter version:

Some things I’ve learned about tablet computers include:

• Penetration remains small but is growing
• iPads are the only tablet in town
• They have their own niche in the media landscape
• Tablet use is largely additive to other forms of media
• They aren’t mainstream yet – but could be

The longer version:

Some facts and data about tablet computers that I’ve sourced (from publicly accessible information) include

• 3.62m people in the UK now own a tablet computer, equivalent to 7.6% of the population and up from 2.8% in November 2010 (equivalent US figures put penetration at 11%)
• The iPad represents 73% of UK sales, and 97.2% of all US tablet traffic
• Tablets combine mobile’s portability and flexibility with computer’s power and screen real estate. However, they are most likely to be used in the living room, with 62% of iPad owners never or rarely take their devices out of home. Although they are owned by the individual, 7 in 10 owners share their device with others – most likely a partner or spouse
• With the exception of desktop computers – at least two thirds of US tablet owners said their usage of other devices (ranging across all four screens) was either the same or had actually increased
•  326m tablets are forecast to be sold worldwide in 2015 – more than five times the figure estimated for 2011 (63.6m)

Sources:

• Kantar Worldpanel ComTec, September 2011, sourced from http://www.ft.com/cms/s/2/4496619e-db03-11e0-bbf4-00144feabdc0.html#axzz1cZaluk7Q
• Pew Research Center, October 2011, sourced from http://www.journalism.org/analysis_report/tablet?src=prc-headline
• Comscore Digital Omnivores, October 2011, sourced from http://www.comscore.com/Press_Events/Press_Releases/2011/10/Smartphones_and_Tablets_Drive_Nearly_7_Percent_of_Total_U.S._Digital_Traffic
• Essential Research, sourced from http://www.slideshare.net/essentialresearch/stuart-connected-home-presentation-18-oct-2011
• Imano, May 2011, sourced from http://idea.imano.com/2011/06/uk-ipad-usage-infographic
• Cooper Murphy, August 2010, sourced from http://cmcopywriters.com/ipad-consumer-usage-study
• Nielsen, May 2011, Sourced from http://blog.nielsen.com/nielsenwire/online_mobile/connected-devices-how-we-use-tablets-in-the-u-s/
• Gartner, sourced from http://www.guardian.co.uk/technology/2011/sep/22/tablet-forecast-gartner-ipad

sk

Image credit: http://www.flickr.com/photos/doug88888/2800841720/

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A guide to corporate blogging (beta)

We’ve recently set up our Essential Research blog. It’s started well, albeit a little slowly. Go check it out.

The main reason for the slow start is that we are currently crazy busy. However, a second reason is that the majority of us have never blogged before. And as those who have their own blog know, it is a little scary to begin with.

What do I write about? Who will read it? What if it is rubbish?

I’m quite happy with how this blog has evolved. But the number of blogs I’ve had is in double figures (I think), and it has taken me 6 or 7 years to get into a position of (relative) confidence.

So, using a combination of my past experiences and the advice of others that are quite proficient in the space, I’ve created a little guide on blogging.

See below – it is a draft, and particular to research, but I’d be interested to know where it could be improved.

Click on the picture for a larger (and readable) version.

Yes, I like mnemonics.

Incidentally, the further reading list is:

• 101 essential blogging skills from Skelliewag
• Mashable’s guide to using free media for your blog
• IBM’s corporate blogging policy
• Chris Brogan’s 40 ways to deliver killer blog content
• Advergirl’s tips to start blogging

All images are taken without credit. Sorry. If one of the images is yours and you’re not cool with my use then let me know and I’ll change it.

sk