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U.S. Tablet Usage Reaches ‘Critical Mass’
Nearly one in four smartphone owners also used tablets during the three month period ending this April.
Just two years after the launch of the original iPad, tablets have reached a “critical mass” in the U.S., according to a new report from comScore.
The data measurement company found that smartphone adoption has exploded, with nearly one in four smartphone owners (or 23.6 percent) also using tablets during the three-month period ending this April. A year prior, just 9.7 percent of smartphone owners also used tablets.
In comparison, a lower 10.4 percent of basic phone owners now also use a tablet, indicating that “smartphone ownership is highly predictive of tablet adoption in the current market,” comScore said.
“Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home,” Mark Donovan, comScore’s senior vice president of mobile, said in a statement. “It’s not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing.”
Not surprisingly, tablet owners really love to watch video on their large screen. Tablet users are nearly three times more likely to watch video on their device compared to smartphone users, comScore found. One in 10 tablet owners view video content almost daily on their device.
In terms of demographics, tablet users skew older, with upper income households, according to comScore. For both smartphones and tablets, the heaviest overall audience was between the ages of 25 and 44. Tablet owners, however, were 28 percent more likely to be in the 65 and older age bracket than smartphone owners. Nearly three in five tablet users resided in households with an income of $75,000 or greater.
Recent reports from ChangeWave Research and ABI Research found that the iPad is still king in the tablet market.
For more, see PCMag’s full review of the new iPad and the slideshow below.
By Angela Moscaritolo, PCMag