More than half of tablet adopters are reading books and other content on their tablet screens instead of relying on paper, a survey finding that should serve as a warning to publishers to adapt quickly to electronic media, Gartner analysts said Tuesday.
"The rapid adoption of media tablets is substantively changing how consumers access, create and share content," said Gartner analyst Carolina Milanesi.
Gartner analyst Meike Escherich said the survey of 510 consumers shows that publishing houses need to "re-think rapidly" how they are reaching readers.
With just over 50% of respondents preferring to read onscreen than on paper, the survey shows "the threat that media tablets are bringing to printed media, beyond the damage that e-readers have already done," she added.
One-third of respondents used their tablets to read a book, compared with 13% of laptop users and 7% who used smartphones and other mobile phones, she said.
Survey participants kept a seven-day online diary, recording what they did with their three most-used devices, including tablets, mobile phones and PCs, either laptops or desktops. The survey was conducted in November 2011, in the U.S., U.K. and Australia.
While tablets are replacing paper, Escherich added that Gartner doesn't believe the paperless home will soon prevail. "But it is clear that the less-paper model is the new reality," she said.
The survey also found that respondents use multiple devices interchangeably, finding whichever device is at hand, such as a smartphone, tablet or laptop. Tablets are favored for their convenience, small size and light weight and are mainly used inside the home.
However, the mobile phone is by far the computing/connectivity device most used throughout the day, both inside and outside of the home, to make a network connection. The average survey participant used the mobile phone eight times a day, but used a tablet twice a day and a laptop three times, Gartner said.
Beyond the survey's findings of the "less-paper" trend, Escherich said she found it relevant that users spend extra time connected over a network after buying a tablet than before. "That's in the morning, in bed, at night in front of the TV, etc.," she said. "This is additional time, and not simply device substitution."
Matt Hamblen covers mobile and wireless, smartphones and other handhelds, and wireless networking for Computerworld. Follow Matt on Twitter at @matthamblen or subscribe to Matt's RSS feed. His e-mail address is mhamblen@computerworld.com.
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Comments
Maccyroo said: Like many of usI feel I could neverdo without my PC and smartphone and where most computer tech is concerned I would even describe myself asan early adopterBut when it comes toE-books and readersI am notsureI always feel there is something missing from the reading experience when you are looking at words ona screen There is something aboutthe feel of a paperback in your hands thatmakes you feel there is a more personal connection between you the story and the characters I find this feeling is almost completely absentwhen readingan E-BookBeing an avid reader of fantasy and science fiction I also really enjoy the artwork on thefront and back covers of a real book but many E-books only incorporate part of that artworkI realise that with Amazon already selling more E-Books than paper ones that the paperback may be living on borrowed time but deep down I hope this isnt trueJust likeIstill feel that even todayfrom the aesthetic point of view thatthere is far more pleasure to be had in owning and handling avinyl LP with afoldout gate sleeve than a CD the sameholds truefor real books