October 05, 2011 16:40 ET

For Tablet Owners, Tablets Are Displacing Consoles/Handhelds for Gaming

New GfK MRI iPanel Research Also Shows Tablet Owners Use Computers Less Often

NEW YORK, NY--(Marketwire - Oct 5, 2011) - There has been much speculation about how using a Tablet will impact the amount of time users spend with other media and other activities. New research from GfK MRI's iPanel shows that a majority of Tablet owners who participate in video games report they use a video game console or a handheld video game less often as a result of owning their Tablet.

Moreover, 44% of Tablet owners say they read printed books less often, 42% say they read hard copy newspapers less often and 41% say they use a desktop or laptop computer less often as a result of owning a Tablet.

GfK MRI's online iPanel is composed of more than 3,000 adult eReader and Tablet owners.

Activities that have been far less impacted by the use of Tablets include playing sports, going to the movies and socializing with friends/family.

Tablet Owners
Activities Done "Less Often" as a Result of Owning Tablet*
% Tablet Owners
Use a Video Game Console/Handheld Video Game 59%
Read Printed/Paper Books 44%
Read Paper Newspapers 42%
Use a Desktop/Laptop Computer 41%
Read Printed/Paper Magazines 40%
Watch Television 25%
Use a Cell Phone/Smartphone 23%
Play Sports 19%
Go to the Movies 17%
Socialize with Friends/Family 9%
*Among those who do this activity. Source: GfK MRI iPanel

"The fact that a majority of game-playing Tablet owners report using a video game console or a handheld video game less often as a result of owning a Tablet does not necessarily mean they are playing video games less often," said Risa Becker, VP, Research at GfK MRI. "But it does suggest that Tablet owners are moving their gaming from other devices to the Tablet."

As evidence of this, "Games" is the most popular type of app among Tablet owners: 69% used a Games Tablet app in the last 30 days, followed by Tablet apps for Social Networking (59% of owners), Weather (58% of owners), Music (53% of owners) and Entertainment (48% of owners).

While not quite as popular, more than one-quarter of Tablet owners used a Newspaper or Magazine Tablet app in the last 30 days. Considering the fact that there is not yet a dedicated newsstand in the Apple app store, and that many magazines have not, to date, created a Tablet app version, this is a fairly strong showing.

Tablet Owners
Types of Tablet Apps Used in Last 30 Days.
% Tablet Owners
Games 69%
Social Networking 59%
Weather 58%
Music 53%
Entertainment 48%
Books 42%
Shopping/Retail 40%
Navigation/Maps 38%
Banking/Finance 36%
Local 31%
Cooking/Recipes 31%
Newspaper 28%
News (Other than Newspaper) 27%
Sports 27%
Magazine 27%
Travel 25%
Photography 23%
Health/Fitness 21%
Source: GfK MRI iPanel.

For additional iPanel insights, view a 3-minute video: Tablet Behavior & Attitudes. And, visit the new Digital Intelligence section of

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The GfK Group offers the fundamental knowledge that industry, retailers, service companies and the media need to make market decisions.

It delivers a comprehensive range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. The No. 4 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff. In 2010, the GfK Group's sales amounted to EUR 1.29 billion.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

Contact Information

    Anne Marie Kelly
    SVP, Marketing and Strategic Planning
    GfK MRI
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    Email Contact


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