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Streaming in Everyday Life

We conducted a multi-country study of tablet use for a large technology company to understand how people use iPads at home and in mobile settings. We learned that tablet use is embedded in a range of activities with intriguing personal meanings and social dynamics. Insights included:

  • Compared to TVs and PCs, tablets carry a “halo of goodness” that reduces negative feelings of over-use, addiction, and time-wasting.
  • At home, we saw families still gathering around the TV, but individual family members brought their own 2nd screens into the living room. This delivered a blended feeling of family togetherness and individual freedom.
  • Tablets as 2nd screens often deepened people’s engagement with content by providing supplemental content such as sports statistics or information about actors from IMDB while watching movies.