According to a comScore study, 55% of the 234 million cell phone subscribers in the US use it to go through media. And 14% of those 234 million also own a tablet. And if you go through the link below, you will see that what is happening is that people are starting to use their devices as suplements of a multi online touchpoints, accessing media on the go through their PCs, TVs, paper, smartphones and tablets, depending of the time of the day and where they are. That for workdays people use their PCs until 5pm, and then tablets peak afterwards. That people tend to use their tablets in the evening while watching TV (this is part of a Nielsen study), and for emailing, social networking and (of course, men...) sports checking. And that on weekends, tablets tend to be used in the morning - probably replacing or supplementing the traditional newspaper read while taking breakfast? But what is important for a marketeer is actually to understand this evolution and to blend it in the way we read our consumers - their habits are strongly changing in these times.
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