1. 1 Results from YouGov survey conducted November & December 2013

2. 2 Tablet ownership at a glance Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+ ONS Internet Access Quarterly update Q3, 2013 for UK adults who have used internet

3. 3 16.5 million adults now own a tablet and over 4 million will buy or receive this Christmas Sources: YouGov 25-27 November 2013: 2262 UK adults online 18+ ONS Internet Access Quarterly update Q3, 2012 for UK adults who have used internet of adults own a tablet 39% intend to buy for Christmas 2013 7% expect to receive for Christmas 2013 3%

4. 4 Who owns tablets? Ownership peaks among 35-44s Tablet ownership – reach across age groups Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+

5. 5 Who’s buying a tablet for Christmas? 35-44s are the most likely to buy a tablet for Christmas 2013 Source: YouGov 25-27 November 2013: 2262 UK adults online 18+

6. 6 Who’s expecting a tablet for Christmas? 18-24s are the most hopeful Source: YouGov 25-27 November 2013: 2262 UK adults online 18+

7. 7 Who are people buying tablets for? Children aged 6-10 most likely recipients of tablets at Christmas 2013 Tablet gifting– what age are you buying for? Source: YouGov 25-27 November 2013: 157 UK adults online 18+ buying a tablet as a gift for Christmas ChildrenAdults

8. 8 Who owns tablets? 54% of owners are 45+ Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

9. 9 Who owns tablets? Similar numbers of men and women owners Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+

10. 10 Who owns tablets? C2DE ownership increased at higher rate in 2013 Tablet ownership – reach across social class groups Source: YouGov 29-31 December 2012: 2055 UK adults online 18+ & 25-27 November 2013: 2262 UK adults online 18+

11. 11 Who owns tablets? Proportion of C2DE owners increased from 35% post Xmas 2012 Source: YouGov 25-27 November 2013: 884 UK tablet owners online 18+

12. Which brands are owned pre-Christmas 2013? Apple has dominant share among current owners Source: YouGov 11-13 December 2013: 876 tablet owners online 18+ * Totals add to more than 100% as some people have multiple tablets

13. Which brands are popular as gifts for Christmas 2013? Apple regains top slot from Kindle Fire; Hudl makes a showing Source: YouGov 11-13 December 2013: 182 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 75 expecting to receive as a gift * Totals add to more than 100% as some people buying more than one tablet as a gift

14. 14 How much are people intending to spend? Buyers more generous than expected. Apple possibly under pressure Source: YouGov 25-27 November 2013: 157 adults online 18+ who intend to buy a tablet as a gift for Christmas 2013; 70 expecting to receive as a gift

15. 15 What do people use their tablets for? News is a regular activity for almost half of tablet owners Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

16. 16 News is a core activity for young tablet owners 18-24s more active generally, including news Source: YouGov 25-27 November 2013: 69 tablet owners online aged 18-24

17. 17 Prospective new tablet owners anticipate using it for news Source: YouGov 25-27 November 2013: 70 online adults 18+ expecting to receive tablet as a gift for Christmas

18. 18 79% of tablet owners have visited a newspaper website, either via app or via website/search Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months 40% via app 61% via website/search

19. 19 18-24s are most likely to use a newsbrand app Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months

20. 20 61% of tablet owners have visited a newspaper website either directly or via search Source: YouGov 25-27 November 2013: 884 tablet owners online 18+, used newsbrand app/visited newsbrand site in last 2-3 months

21. 21 Tablet ownership increases news consumption Two out of five 18-24s spend more time reading news Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

22. 22 Tablets provide a rich newsbrand experience Makes the newspaper a multi-media experience 55% Reading newspapers on a tablet......... Provides more than paper versions 42% Is engaging 49% Makes newspapers feel more innovative 46% Is good for helping me to understand the world 44% Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement

23. 23 Tablets provide a rich newsbrand experience.... particularly for younger readers aged 25-34 Makes the newspaper a multi-media experience 63% Reading newspapers on a tablet......... Provides more than paper versions 52% Is engaging 65% Makes newspapers feel more innovative 62% Is good for helping me to understand the world 55% Source: YouGov 25-27 November 2013: 609 tablet owners online 18+ who read newspapers on tablet. Percentages based on those who agree with each statement

24. 24 Tablet owners interact with ads Source: YouGov 25-27 November 2013: 884 tablet owners online 18+

25. All figures, unless otherwise stated, are from YouGov Plc. 1.Main tablet survey: Total sample size was 2,262 adults. Fieldwork was undertaken between 25th – 27th November 2013. 2.Follow up brand survey: Total sample size was 2,272 adults. Fieldwork was undertaken between 11th – 13th December 2013. Both surveys were carried out online. The figures have been weighted and are representative of all UK adults (aged 18+). Calculations for numbers of tablet owners in UK are as follows: –Online adults saying they own a tablet: 39.09% –UK adults who have ever used the internet: 86% of UK adults (42.2 million) –Source: ONS Internet Access Quarterly Update Q3, 2013 25 Sample and method