Warc, 8 August 2013
BERLIN: New research into how tablet computers are used by
German consumers has revealed significant differences between various age
groups.
The study of 500 consumers from BITKOM, the German industry
association for IT and new media, found that tablet users aged between 20 and
29 used them most for entertainment.
A full 71% of consumers in this age bracket used their
device for playing gaming apps, compared with 47% of people aged 50 to 59.
Similarly, 55% of consumers in their twenties used tablets
for listening to music while 42% watched TV and films on the devices. This
compared to only 35% and 17% respectively for people in their fifties.
Michael Schidlack, a consumer electronics analyst at BITKOM,
described tablets as "all-rounders" that have become increasingly
popular entertainment devices for young people.
He said they have become "a hub for media
consumption" for many youngsters, who are attracted by its touch
technology, the built-in high-resolution screens and the growing number of apps
available from the media.
With the price of tablets falling, sales are projected to
increase to over 5m this year, up from 4.4m in 2012, and demand for devices
with a smaller screen size of less than eight inches is helping to push down
the price.
In other findings, the study found that 10% of Germans now
own a tablet with 48% using them to view photos, 46% to visit social networks,
37% to read digital magazines and newspapers and 24% to work on documents.
Data sourced from BITKOM; additional content by Warc staff
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