Flurry Analytics began studying the iPad right out of the gate. The company quickly began analyzing activities performed by tablet users and by the end of the first year had determined that they would become a powerhouse of media consumption. Four years later, tablets have also turned the PC world upside-down and even begun leaking into the living room with replacement streaming, or at least second-screen companion apps.
On April 3, 2014, the iPad turned four. From the moment it launched, Apple’s tablet rose in numbers every single quarter except this last one. Based on the idea that smart phones are cannibalizing the tablet and PC market because they are becoming just as useful as the others when it comes to basic computing needs, Flurry created a study that analyzed consumer use of tablets.
The study is segmented into two categories, 13 – 24 year-olds (teens and college students) and 25 – 54 year-olds (working adults). Information gathered from more than 100,000 samples during January of 2014 showed that both age categories keep their tablets with them everywhere they go. It is not an at-home device used only during prime time television show periods. Young and old alike watch medial, play games, and generally goof off with their iPads at all waking hours. Activities peak around the primetime television hours of 7:00 p.m. to 11:00 p.m., but by noon, a lot of tablet usage is taking place.
Interestingly, the study also showed that the teens and college students were more active with productivity apps throughout the day than working adults. Starting as early as 7:00 a.m., young people remained engaged in productivity and utility activities with their iPads than the older age group. Working adults take the lead during primetime with a huge spike in usage at about 9:00 – 10:00 p.m., presumably because it would be the time of night when the kids are off to bed and adults can get some work done. After the grown ups hit the sack, teens and students are still plugging away with productivity and utility apps into the wee hours of the morning with a small spike during the 2:00 a.m. hour (after the bars close).
Flurry points out that the reason could be one of two things, either the iPad is in the midst of an identity crisis with users not bearing down on any specific activity prominently, or future generations of tablet users are already showing a willingness to shed the traditional PC market in exchange for a more mobile computing experience.
“The tablet has an amazing opportunity ahead of it completely replacing the personal computer as teens and college students begin to enter the workforce and the new breed of personal productivity software designed bottoms-up for the tablet gets the chance to mature.”