Early adopters of Apple iPads and tablet devices of various types, including e-readers, are, as you might suspect, more likely to be "high consumers" compared to the rest of the population.
Much the same pattern holds for other forms of media as well: tablet owners consume more of everything. Tablet owners report they watch 48 hours of TV a week, compared to 37 hours for non-tablet owners. Table owners listen to 11 hours of radio a week, compared to eight hours for non-tablet owners.
Tablet owners listen to 11 hours of music a week, compared to 6.6 hours for non-tablet owners. Tablet owners watch 10 hours worth of movies, compared to four hours for non-tablet owners. Tablet owners paly 18 hours a week worth of games, compared to six hours for non-tablet owners. Tablet owners report consumng 14 hours worth of published material, compared to eight hours for non-tablet owners.
In fact, L.E.K. argues that online digital media consumption actually is declining for nontablet owners, while digital consumption is surging for tablet owners. Over the last 12 months, the study of 2,000 respondents suggests, 19 percent of non-tablet owners say their consumption of online newspaper content has declined. Likewise, 20 percent of non-tablet owners reported that their online book consumption has decreased over the last year. Also, 20 percent of non-tablet owners reported that their consumption of digital magazines has declined as well, over the last 12 months.
By way of contrast, 28 percent of tablet owners reported more consumption of online newspaper content, 30 percent reported higher e-book readership and 29 percent said they were consuming more online magazine content.
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