U.S. Tablet Use Reaching 'Critical Mass' Report Says

RESTON, Va. — Tablet use is exploding in the U.S. with 1 in every 4 smartphone owners using the device.

According to a new report from comScore, tablet use over the three-month period ending April 2012, has quickly reached “critical mass.”

The findings also reported that tablet users are three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 viewing video content almost daily — and they’re willing to pay for it.

“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 senior vice president of mobile said.

He added, “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.”

The study found that the use of tablets by smart phone users has more than doubled in 2012, from 9.7 percent to 23.6 percent penetration.

In contrast, only 10.4 percent of feature phone owners also use a tablet, "suggesting that smartphone ownership is highly predictive of tablet adoption in the current market," comScore said.

A demographic analysis of tablet and smartphone users showed that females are likely to use tablets just slightly more than males.

And tablet users tend to be noticeably older than smartphone users. For both devices, the heaviest overall audience concentration was between the ages of 25-44. Compared to smartphone owners, tablet users were 28 percent more likely to be in the 65 and older age segment, and 27 percent less likely to be age 18-24.

Tablets also seem to be “luxury” items with most users coming from upper income households.

Nearly 3 in 5 tablet users resided in households with income of $75,000 or more, compared to 1 in every 2 smartphone users.

In terms of video, tablets had an advantage over smartphones because of their larger screens. More than half of tablet users watched video and/or TV content on their devices in April 2012, compared to just 20 percent of the smartphone audience.

Tablets have also contributed to more viewing time, according to the study, that said 18.9 percent of tablet users watch video content at least once a week, and 9.5 percent watch video nearly every day on their device. Of those viewing video at least once during the month, 1 in 4 (26.7 percent) paid to watch content, “highlighting the tremendous monetization potential this platform represents for content providers.”

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Nebraska Legislature Passes Republican's Age Verification Bill With No Votes Against It

Nebraska’s unicameral legislature has passed the state’s version of the age verification bills being sponsored around the country by anti-porn religious conservative activists.

Performers in Meta Blacklisting Lawsuit Seek to Preserve Antitrust Claims

Adult Performance Artists Guild board officers Alana Evans, Kelly Pierce and Ruby have informed a California court that, although they want to drop their lawsuit claiming that Meta conspired with OnlyFans to blacklist rival premium fan platforms’ talent, they may still have antitrust claims that they may pursue in the future.

FSC, Co-Plaintiffs to Ask US Supreme Court to Review Constitutionality of Texas Age Verification Law

Free Speech Coalition (FSC) and its co-plaintiffs in the challenge to Texas’ controversial age verification law have filed a petition before the United States Court of Appeals for the 5th Circuit asking to stay its recent upholding the law because they intend to appeal to the U.S. Supreme Court to review the law’s constitutionality.

FSC Vows to Fight Florida Age Verification Law

Free Speech Coalition (FSC) issued a statement vowing to continue fighting Florida’s age verification law, which was signed by Gov. Ron DeSantis on Monday as part of a comprehensive bill targeting minors’ use of social media.

Kansas Republican Aims to Create New Bureaucracy to 'Investigate' Porn Websites

Republican state legislators succeeded Monday in moving forward Kansas’ version of the age verification bills being sponsored around the country by anti-porn religious conservative activists, despite serious concerns raised by House Democrats about the cost of establishing a new bureaucracy tasked with investigating websites for pornographic content.

SK Intertainment Launches 'Skinfluential Management' Agency, FansFuel Joint Venture

Mr. Skin/Mr. Man parent company SK Intertainment has launched new creator agency Skinfluential Management, as well as a new joint venture with Showbizz Media's creator stats and affiliate marketing platform, FansFuel.

Industry Attorney, Free Speech Champion Clyde DeWitt Passes Away at 75

Noted industry attorney Clyde DeWitt passed away on Friday in Las Vegas at 75, according to friends and colleagues.

APClips Names Avery Jane 'Creator of the Month'

APClips has named Avery Jane its Creator of the Month for March.

JustFor.fans Offers Gumroad Users Platform to Sell NSFW Artwork

JustFor.fans (JFF) is offering Gumroad users a platform to sell NSFW artwork after the latter banned adult content.

Live Cam Academy Offers Free Access to Educational Resources

Live Cam Academy is offering its educational resources for free to content creators and cam models.

Show More