Proliferation of tablets sees HK consumers multitasking more than ever: GfK

The data show that sales of tablets hit 1.9 million units in 2012, 44 per cent more than the previous year.

The iPanel survey, a separate study by GfK, was conducted via a population-proportionate online survey of Hong Kong residents aged 18 to 65. A group of 317 tablet owners completed the survey from 16-21 January.

Tablet usage complements other forms of media use, including watching TV, with 49 per cent of respondents doing so. Meanwhile, 45 per cent use a tablet while eating meals and commuting and 43 per cent use it while travelling.

“Tablets are most popularly used at home, and usage peaks at night when consumers are using them concurrently while doing some other activities,” said Walter Leung, managing director for GfK Hong Kong. “It is mainly in the evening and later at night when people have time catch up with non-work-related activities such as emails, social networking, watching TV or movies, photos and video games before heading to bed.”

The survey also shows the use of desktop PCs, laptop computers and video consoles or devices declines after a tablet becomes available.

Two-thirds use their devices multiple times a day, typically for one to three hours, and 70 per cent use them for more time than they originally intended to, while another seven in 10 share the same tablet with other people, typically family members, according to the survey.

Social media is the number-one activity on tablets, followed by e-mail, watching a movie or TV show and uploading or downloading photos. Playing games and listening to music followed close behind.

“Multitasking involving a tablet can be a real benefit to marketers, as having a tablet readily at hand allows consumers to easily search for and purchase products seen in TV ads and other media, or download coupons at their convenience,” said Leung. “Knowing the usage habits of their target consumer groups, marketers can effectively target their campaigns accordingly to maximise their impact.”