Welcome to Strategy Analytics’ AppOptix blog, the aim of which is to post what I hope will be short, pithy, and interesting data bits pulled from the mountain of data captured in our mobile intelligence platform – AppOptix.

[Reader caution - skip this section if you prefer avoiding product summaries.] With our AppOptix app, we capture every interaction (in near real time) that someone (on our proprietary panel) has with his/her mobile device – including device details, battery performance; apps usage, including what, when, how often and where they use them; and operator networks specifics. Here’s a link to an overview. With AppOptix - we possess the data on the digital mobile consumer.

Aside from capturing smartphone user data, we also obtain data on tablet users – which is the topic of this blog.

Tablets have long since been a mainstay product in the mobile device family, capable of operating an array and abundance of applications (from gaming and productivity tools to health and fitness apps) with users integrating them into their daily workflow for accomplishing goals and/or tracking activities, or if they’re like me, for watching TV shows/movies. However, the insertion of “plus” size smartphones have taken a toll on tablet usage, with average daily usage steadily declined from 2014 compared to growth in smartphone minutes.

       

However, tablet usage wasn’t all trending negative – our AppOptix demographics analysis revealed that use among females leveled at around 96 minutes in 2016, a trend we’ll continue to monitor with the influx of next gen devices.

         

When I think of my own tablet usage, there clearly is a use case for them – flanked by productive work time on my laptop and bite-sized information gathering/exchanges on my smartphone – perhaps for moments I’ll call “extended screen time”.