Migrating Tasks from PCs to Tablets Comes with Ease and High Satisfaction for Consumers According to The NPD Group

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With the proliferation of devices that allow consumers to engage in untethered digital activities away from their home computers, there comes the need for consumers to make better informed choices about which devices they want to use to carry out these activities.

“PC makers must have a tablet to complement their existing PC lines and encourage usage between the two devices so that consumers don’t abandon one for the other."

With the proliferation of devices that allow consumers to engage in untethered digital activities away from their home computers, there comes the need for consumers to make better informed choices about which devices they want to use to carry out these activities. Of those choices, the one that seems to have the broadest range of usage and satisfaction for consumers is the tablet, according to leading market research company The NPD Group’s Evolving Technology Trends report.

According to the report, consumers have been quick to adapt their e-mail usage, Internet browsing, and social networking from their PC to a tablet, and as a consequence consumer PC usage is on the decline. Thirty percent of tablet owners said they are e-mailing and browsing the Internet less on their PCs, and 28 percent said they are using social networking features less. Among smartphone owners e-mail has the most resonance, even more than tablets, with 35 percent of owners shifting their e-mail consumption from their computer to the phone. Meanwhile, other, more media and screen-oriented core functions, such as Internet browsing and social networking, have taken much less usage time from the PC when compared to tablets.

Tablet owners are happy with the results of this migration of tasks away from their PC. Satisfaction levels are high; 68 percent of consumers said they were very satisfied with their Internet experience on their tablet, 67 percent with e-mail, and 60 percent with social networking. Those three tasks also happen to be the most important to tablet owners. Smartphone owners are finding much less satisfaction when they shift usage to that platform.
Fifty-nine percent of smartphone owners said they were very satisfied with e-mail, 49 percent with social networking, and 42 percent with browsing the Internet.

“PC makers must have a tablet to complement their existing PC lines and encourage usage between the two devices so that consumers don’t abandon one for the other,” said Stephen Baker, vice president of industry analysis at The NPD Group. “With so many manufacturers getting into the tablet game, we need to make sure consumers understand the capabilities of these devices and how to make them co-exist with each other, as well as with the devices they currently own.”

Methodology
A U.S. representative sample of more than 2,400 consumers from NPD’s online panel took part in this survey which was fielded in December 2010.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.

FOR MORE INFORMATION:
Sarah Bogaty
+1 516 625 2357
sarah.bogaty(at)npd(dot)com

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