The Telekom Austria Group: A1 Presents First Comprehensive Survey about Tablet Usage in Austria
- The Telekom Austria Group’s domestic subsidiary A1 has presented the first comprehensive survey about tablet usage in Austria: more than half of the survey participants (53.8%) are interested in tablets, almost one in ten interviewed user (9.4 %) has a tablet and almost one in four (22.8%) is considering buying one by year-end;
- Tablets are mainly used for content consumption such as watching videos, reading books, magazines and newspapers, surfing the net, sending and receiving emails and managing photo albums;
- The domestic subsidiary A1 offers a comprehensive tablet portfolio that meets the most varied customer needs;
Vienna, September 19, 2011: The Telekom Austria Group’s domestic subsidiary A1 has presented the first comprehensive survey* about tablet usage in Austria, which was carried out jointly with Mindtake New Media Research and USECON. This survey mainly focuses on Austrians’ usage patterns and attitude towards tablets.
"Tablets have a huge potential. The enthusiasm of Austrian users for this practical gadget is extraordinary, with half of the Austrians we interviewed, interested in tablets. In our survey, we have not only interviewed a sample of people representative of the Austrian population but we have provided users with different tablets, analyzing their daily usage patterns," explained Hannes Ametsreiter, CEO Telekom Austria Group.
The survey revealed that one in ten (9.4%) interviewed user already has a tablet. Male users (60%) are more interested in these ultra-slim multimedia devices than their female counterparts (47.4%). Almost one in four (22.8%) intends to buy a tablet by the end of 2011. The 20-to-29-year-old age group showed the strongest purchase intention (36.1%), followed by the 30-to-39-year-old age group (29%). The 60-plus generation also recorded a high level of purchase intent (21.5%). Therefore, the tablet hype does not only concern the younger generations, with 58.4% of the users under 19 years old showing great interest for tablets, but also by the older generations, with 60% of the golden agers between 50 and 59 years of age joining the bandwagon of the gadget enthusiasts. The most popular apps include GMail, Dropbox and Facebook. Tablets are not merely considered a working device; infotainment and gaming also play a crucial role. Users allow themselves a break, using their tablets for a short amusement. The game "Angry Birds" for example is a particularly popular time filler among them.
The survey also showed that tablets are mainly used for content consumption such as watching videos (44.2%) reading books (42.6%), reading magazines and newspapers (58.9%) surfing the net (82.8%) sending and receiving emails (78.1%) and managing photo albums (66.5%). A further compelling survey result revealed that size matters: 70.3% of the interviewed users prefer the 10-inch tablet with the larger display, whereas only 16.5% of the surveyed users opt for the smaller display. As to the operating system, the current Android "Honeycomb" is considered more user-friendly than its predecessor. One of the most appreciated applications is the "instant-on" feature.
"The qualitative survey shows us, that tablets are peoples’ personal news supplier. They are daily paper, radio, TV and computer all-in-one. Tablets accompany their users from the first coffee in the morning till bedtime at night. Tablets are employed when users need a bigger display than they get with their smartphones", summarizes Ametsreiter.
Notes to the Editor
The Austrian subsidiary A1 offers a wide range of different tablets to meet the most varied customer needs:- Apple iPad offers a clearly arranged and intuitive user interface with iOS4, is ultra slim (8,8mm) and provided with WiFi and 3G connection
- Samsung GALAXY Tab 10.1 has a 10.1-inch display (1280 x 800 Pixel), Nvidia Dual-Core processor with high-performance 3D graphics. It is ultra-slim (8.6 mm) and ultra-light (565 g).
- Xoom by Motorola has a 10.1-inch display with Dual Core 2x1GHz processor and Nvidia Tegra 2 chipset.
- Samsung Galaxy Tab 7 with a 7.0-inch TFT display has a 16 GB internal memory and supports HSDPA/GPS and WLAN.
More details about the company’s tablet portfolio are available under this link.
*Quantitative market research on a sample of 500 users representative for the Austrian population based on a survey period between August 5 and 12, 2011. Qualitative market research based on a diary method with a sample of 15 users for a survey period between April and May 2011 and a sample of 10 users for a survey period between June and July 2011.
Contact:
Ursula Novotny
Head of External Communications International
Telekom Austria Group
mobile: +43 664 6639188
E-Mail: ursula.novotny@telekomaustria.com
