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DUBIT RESEARCH


The great tablet takeover


It’s been four years since the iPad launched, but since then it’s been joined by a plethora of tablet devices on the shelves of retailers, supermarkets and toy stores. But how much access do children really have to them, what do they use them for and is there room for any more? Youth and family research agency Dubit asked around


SINCE THE launch of the iPad four years ago the tablet market has changed considerably. Back then few would


have predicted the impact it would have on children’s entertainment. Now children have a plethora of tablet devices to choose from – some made specifically for them – what was once an expensive luxury can now be picked up for around £60 for the weekly shop. But how much of an impact has the tablet revolution had and has diversity in the market had any real impact on Apple


26 January/February


and what does the future hold? We wanted to answer these questions and also find out what kids think of the current crop of tablet devices – what do they think is cool? We surveyed 500 children aged between six and 12 (and their parents) to find out.


AWARENESS If there is one area where Apple’s dominance shows it’s in awareness. 91 per cent of children are aware of the iPad and 64 per cent are aware of the iPad Mini – slightly fewer than those aware of Samsung’s Galaxy


tablets (68 per cent). Budget tablets also fare relatively well, with 59 per cent being aware of Amazon’s Kindle Fire and 40 per cent aware of Google’s Nexus. An impressive 29 per cent know of Argos’ budget-priced Hudl despite it being a relative new comer. Kid-focused tablets also


perform well with 41 per cent of those surveyed having heard of LeapFrog’s LeapPad and 19 per cent aware of VTech’s InnoTab. Even when the


respondents were given free choice, none of them


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