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BizReport : Mobile Marketing : May 09, 2011

35% tablet owners use PC less

New research by The Nielsen Company on the use of tablet devices in the US reveals that many are using other connected devices less as a result of owning a tablet.

by Helen Leggatt

nielsen.jpgNielsen's findings demonstrate just how much the adoption of tablets is affecting consumer use of other devices such as personal computers and laptops.

Despite fears that tablets would pose a serious threat to the personal computer industry, Nielsen's figures show that the majority of tablet owners continue to use their personal computers and laptops. In fact, some tablets owners have even upped their personal computer and laptop use since buying the device.

Overall, just 3% of tablet owners claim to have stopped using their personal computer and 2% said they no longer use their laptop.

Nielsen's findings show tablet ownership affects personal computer use the most. Of those tablet owners who also have a personal computer over a third (35%) said they use their desktop "less often or not at all" since getting a tablet.

Similarly, tablets are eating into time spent on laptops. Nearly a third (32%) said they spend less time on their laptops now than before purchasing a tablet.

So why do some users turn to tablets and shun personal computers or laptops? According to Nielsen's research it's all about portability (31%), ease of use (21%) and faster startup/shutdown times (15%).

Interestingly, tablet use had little to do with the weight of the device (7%) or its size (12%).

Last month AdMob released study findings that showed 77% of tablet users reported their personal computer and laptop usage decreased after getting a tablet. Over a quarter (28%) said the tablet had become their primary computer.

Tags: computer trends, consumer insight, laptop, personal computer, personal device, tablet

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