The number of people in the UK using tablets has almost quadrupled this year, resulting in the emergence of a new demographic of highly-skilled digital multi-taskers, according to new research by international consumer research specialist Intersperience.
Tablet usage has jumped from just 6% in 2011 to 23% in the UK today, growing at a faster pace than any other popular digital consumer device. This coupled with an explosion in daily home usage has had a marked effect on consumer behaviour, according to Intersperience’s Digital Selves study.
The most notable change is the ease and speed with which consumers who own tablets have become proficient multi-taskers, simultaneously using tablets in conjunction with PCs, laptops, smartphones and other devices for a range of tasks. This was never more apparent than during London 2012 when Intersperience found that one in two Brits shared the experience across one or more devices, with tablets featuring prominently.
A major implication is an increase in society’s digital divide as the technology skills gap among consumers widens. At the top end of the spectrum: digitally connected multi-device using households. At the bottom: the 2 in 10 UK households who, (according to the latest Ofcom report) remain completely ‘digitally excluded’ with no internet connection at all.
Intersperience CEO, Paul Hudson commented: “The implications for businesses and organisations seeking to serve all demographics are potentially far-reaching – not least the fact that a one-size-fits-all approach to communication channels as well as to product and service design and delivery is no longer appropriate.”
