Tablet devices have emerged as the leading alternative to television for viewing long-form content according to a study by Viacom. Among tablet owners ages 8-54, Viacom found 15% of time spent watching full-length TV shows occurs on tablets. Comedy and Music are the top genres viewed on tablets, but on TV the top genre viewed is Reality followed by Drama, Science Fiction and Sports.
The study found tablet users fall into four distinct segments:
- Power Trippers (18%) – Younger, mostly male, love their tablets and use them for everything.
- Happy-Go-Lucky (28%) – Light users, view tablets as a source of entertainment.
- Cool & Efficient (23%) – Frequent users, rely on tablets to be useful above anything else.
- Proceeding with Caution (31%) – Lightest and least technologically-savvy, stick to basic activities.
While tablets provide many benefits, most owners are not ready to dump their smartphones, laptops or gaming consoles. The majority (65%) would replace their laptops before their tablets because tablets lack work functionality, and 77% would replace their iPhone before their iPad.