New data from Kantar Media’s syndicated study, futurePROOF, reveals that nearly one-quarter of the British population (23%) has access to four screens at home (TV, computer, smartphone and tablet) compared to only 11% six months ago.
Seven in ten of those with access to a tablet said these devices are shared by two or more adults in the household and 79% of tablet users with children said their offspring also use them.
Just 7% of those with a tablet at home say they use it out-of-home on a daily basis, compared with 49% who claim to use the device at home every day.
In contrast, smartphones are used when on the go. 53% of smartphone users claim to have used their device to search for information on a product or service whilst in-store, compared with only 26% of tablet users.