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Mobile Battles: Phone vs. Tablet

Fri, Apr. 22, 2016 | By: Tremor Video

As phones get larger and tablets get smaller, we asked consumers across the US how they use their smartphones versus how they use their tablet to see if the changing sizes and computing powers for each device has blurred the lines between their utility within users' every day lives.

Smartphones have high adoption levels across adults in the US. While the TV and tablet are more commonly owned and used among older adults, gaming consoles are more prominent among millennials.

Q: Which of the following devices do you use at least once a week? Capital letters indicate significant difference at 90% CI

While the phone is used almost equally within the home and outside the home, tablets are overwhelmingly used within the home.

Q: What percentage of the time do you use each of the following devices in your home versus outside your home?

78% of consumers who own a smartphone and tablet indicate that they use each device for different things. And the activities that consumers engage on per device differ by age. Millennials are more likely to do more activities on their smartphone; older adults conduct more activities on their tablets.

Q: What activities do you do at least once a week on each of the devices below?


When it comes to apps consumers download on each device, the majority (72%) say they use different types of apps on their smartphone versus their tablets. Millennials are more likely to download apps on their smartphone (53%) compared to older adults (38%). Millennials are also more likely to view the apps they've downloaded as a reflection of themselves (58% vs 43% of older adults).

Q: Please indicate what kinds of apps you have on each of the devices below.

Source: Tremor Video Playback Panel, "Phone vs. Tablet", among 321 adults 18-64 who use a mobile device regularly, April 2016.

Topics: Consumer Insights

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