Americans are in love with their tablets: 91% of people who own a tablet say they take their device to bed with them, and 15% say they would give up their car in order to keep their tablet, according to survey from Yahoo and Ipsos MediaCT.
Moreover, 25% of female tablet owners say they'd happily give up sex to keep their devices. And what do men have to say about that? One-third of them are in the bathroom—with their tablets, sending email (50%) and instant messages to friends (25%).
In addition, nearly 40% of female tablet owners say they would give up TV for their device.
Total tablet penetration is now 16% among Americans age 18 and older, with the most robust adoption among those age 18-34 and with annual household incomes of $100K and higher, according to a separate report by Ipsos MediaCT.
Moreover, among US adult surveyed, 15% say they will likely buy a tablet by the end of 2012, and another 11% say they'll definitely buy one. Those levels are slightly lower for women (13% and 11%, respectively).
The most robust growth in tablet adoption is expected among those age 18-34 (16% will likely buy a tablet in by the end of 2012, and 13% will definitively do so) and those with annual household incomes of $100K and higher (24% will likely buy a tablet by the end of the year, and 17% will definitively do so).
About the data: Findings are based on a survey conducted online among 1,000 US consumers age 18-64. Interviews were conducted March 12-18, 2012. The above also contains results from a set of omnibus questions asked in September 2011 and again in March 2012. The Yahoo-sponsored survey was conducted among 2,000 US adults by Ipsos MediaCT, February 23-27, 2012.
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The tablet may have more negative impacts to our culture than the TV. I decided to personally consider what I would give up and I decided that this is the wrong question. The question I would ask is, "What are you losing by using a tablet. Time with the wife, the kids, the friends, your vacation?" I am noticing that is has the potential to hynotize you like the ol' boob tube. "Couch potatoe syndrome" has been trumped by the "tablet trance." It's happening all around us. (I believe I'm coining "Tablet Trance" right here on MarketingProfs)
This is absolutely ridiculous! People are ridiculous. 15% would give up their car for their tablet? I'd like to see them drive their tablet to work. What this article didn't mention is that those 15% of people probably live in New York and don't have a car to begin with or use public transportation ie. the subway or taxis 95% of the time so it's not really a sacrifice for them. And women would give up sex for their tablet? That's probably true, they'd probably give it up for something a lot less exciting. What you didn't see is men saying they'd give up sex. And 40% say they'd give up their tv for their tablet. So give up the TV only to watch Youtube, Netflix, Hulu and every other type of digital streaming they can find online. So really when you break it down, people wouldn't REALLY sacrifice anything too important to them, these numbers just make it seem that way. Ask someone to give up food for their tablet and then we'll talk.