Good news: comScore is now tracking tablets through TabLens, a monthly syndicated service providing insights into U.S. tablet ownership and usage. The data is based on a 3-month rolling sample of 6,000 U.S. tablet owners.
Some early insights:
1. Apps, price, and brand are among the most important factors in choosing a table. Interestingly, having the same OS as your phone isn’t a driving factor for most consumers.
2. The iPad skews male (52.9%); the Kindle Fire skews female (56.%).
3. iPad owners the most satisfied, but satisfaction is high across the board.
4. One a 10-point scale, consumers rated video and music capabilities as 7.4, with the iPad over-performing (7.6) and the Android under-performing (7.1). However, consumers rated app selection as the #1 factor. Across all tablets, that factor was a 7.7 on the 10-point scale. But app selection was most important for iPad users, who rated it an 8.1.
Some anecdotal information from my own household.
My wife uses a Kindle Fire. I use an iPad. For both of us, reading is our primary activity. Price drove my wife to try the Kindle Fire. But the tablet’s size is what made the difference. If you’re reading, you can hold the Kindle Fire like it’s a paperback, she told me.
We both watch video to varying degrees on our tablets. My wife uses HBO go on the Fire, and loves it. I prefer TV’s lean-back experience, so I opt for the tablet over the phone if I *need* to watch a quick YouTube video, something I typically do in-browser, despite the app.