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YouGov: Kindle Fire to drive tablet growth in the UK

by Doug Drinkwater

December 22 2011

YouGov has predicted that Amazon's Kindle Fire could be key to driving tablet ownership in the UK next year.

The research firm says that tablet ownership is currently around 4% of the population, but expects this percentage to be boosted by the introduction of Amazon’s Kindle Fire, as well as tablet-versions of newspaper and magazine publications.

"Tablets and apps will increase the digital cannibalisation of paper copies as they erode more of those previously inaccessible locations to digital devices; for example, nearly one quarter (24%) of tablet users access the internet whilst in bed," said Russell Feldman, associate director of technology at YouGov.

In its other predictions, the agency said that smartphone ownership will ramp up from 40% in 2011 to 68% in 2012, but says that mobile advertising is still a waste of time. YouGov says that 86% of smartphone users ignore smartphone advertising, with 79% finding them to be 'irritating'.

YouGov also believes that Facebook will become the number one website in the UK in 2012. The website, already number one in the United States, is visited more than once a day by 60% of the UK population.

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