Tablet Gaming, Mobile Social Networking Beginning to Make Waves

Gaming on the iPad and other tablets a popular activity

Streaming TV is about convenience, not avoiding commercials

Social networking via mobile phone increasing

Dec 15, 2010, 05:00 ET from Interpret LLC

SANTA MONICA, Calif., Dec. 15, 2010 /PRNewswire/ -- Interpret, a leading entertainment, media and technology market research firm, today released data from its quarterly New Media Measure™ study that tracks media behaviors, device ownership, attitudes and product consumption.  Behavior and trending data from its 2010 third-quarter report reveals that gaming on tablets and social networking on phones are activities on the rise.

The study finds that over half (52%) of tablet owners, including the iPad, are playing games on their device.  Gaming is the second most popular activity on these devices, behind only surfing the Internet (58%).  Furthermore, active gamers are more likely than the average consumer to plan on purchasing an iPad or other tablet in the next three months.

Social networking continues to invade the new media landscape, as more consumers are spending more time on social networks than ever before.  The mobile phone is becoming a particularly popular access point, with a 12% jump in social networking activity since last quarter.  Not surprisingly, smartphone users are especially enthusiastic mobile social networkers, with almost half (45%) of them accessing a social network through their phone.

Click to view the table of contents of the report here or copy and paste into your browser:

New Media Measure™ is Interpret LLC's proprietary, quarterly survey of media behaviors, device ownership, attitudes and product consumption. New Media Measure™ supplies the means to better measure and keep track of fast-changing consumer behaviors. New Media Measure™ surveys 9,000 consumers aged 12-65, representative of the U.S. population and weighted to U.S. Census. Data collected includes: demographics, psychographics, brand consumption, traditional media consumption, online and social networking, mobile phone, video gaming, and digital entertainment. Data is available via Interface, a web-accessible, interactive analysis tool, through Intrend, quarterly trend reports, and through Interpretations, monthly whitepapers written by Interpret analysts.

About Interpret LLC

Interpret LLC is a leading entertainment, media and technology measurement and market research firm that applies proprietary, cutting edge methodologies and extensive category knowledge to help companies plan, test, and measure their business strategies.

SOURCE Interpret LLC