by Claudia Bruemmer

Google’s Mobile Ads Blog revealed some interesting research that indicates tablets play the role of a third digital screen in consumers’ lives, filling the gap between desktops and smartphones. Because of questions about exactly how consumers use their tablets, Google explored tablet search trends to find the answers to a number of questions.

Following is the list of questions examined by Google on tablet use:

• What are the contrasts between tablet use, laptop use, and smartphone use and how are consumers engaging across these devices?
• What are the most common activities (playing games, searching, reading, etc.) that tablets are used for?
• What ads are most relevant and useful based on how people are using the devices?

Tablets Used for Entertainment, Laptops Used for Work

Google reported on a diary study that asked people to record every occasion when using a tablet over two-weeks. The study found that most consumers use their tablets for fun, entertainment and relaxation, while they use their desktops or laptops for work.

Since tablet devices are personal, 91 percent of the time that people used their tablets was for personal rather than work related activities. When consumers get a tablet, they move many of their entertainment activities from laptops and smartphones to this new device.

Tablets are quickly becoming a part of their owners’ daily routine. Google’s research found the most frequent tablet activities were checking email, playing games and social networking. Additionally, the researchers found people use tablets for shorter sessions during the week on things like social networking and email, while engaging in longer sessions on weekends for things like watching videos or TV movies.

Tablets are multi-tasking devices. The study reports at least 42 percent of activities occur while the user is doing another task or engaging with another entertainment medium. Of all the activities that people do on tablets, checking email, playing games, social networking and searching are used most frequently while watching TV. Many consumers also used their tablets to check email while eating, listening to music and even while cooking.

Tablets Are Used at Home More than on the Go

Unlike smartphones that go everywhere, and laptops that travel between work and home, few consumers take their tablets when they leave home. However, they will take their tablets on vacation or on work trips where they use them as a laptop replacement. A small number of users also take them on their commute. Interestingly, Google found that tablets are a one-person device, although some consumers share their tablet with family members.Tablets are mobile within the home, used frequently on the couch, in bed and in the kitchen.

Consumers Shop on Tablets

Consumers do a lot of window shopping on their tablets and are using them more and more to make purchases. In fact, tablets are a significant new way for people to shop this holiday season. Google also found that people are using their tablets for finding things in their local area, shopping (browsing and purchasing), and managing their finances.

Consumers Expect More Interactivity from Tablet Ads

Consumers will engage with useful, relevant and rich ads, using the handy touchscreen interface on tablets. However, they expect more interactivity from ads on tablets than they do from those on a desktop.

In conclusion, Google expects tablet ownership to continue to grow rapidly in 2012 and suspects that tablet usage may morph over time as smaller devices come to market.