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Tablet Ownership Skyrockets: Pew

June 10, 2013

Lee Rannals for redOrbit.com – Your Universe Online

According to a new survey by the Pew Internet & American Life Project, a third of Americans now own a tablet computer. Pew said this number has nearly doubled since last year´s survey, when just 18 percent of American adults owned a tablet computer like an iPad, Samsung Galaxy Tab, Google Nexus, or Kindle Fire.

Pew surveyed a total of 2,252 adults ages 18 and older last month and determined that 34 percent of Americans now own one of these devices.

“One of the things that is especially interesting about tablet adoption compared to some of the patterns of other devices we’ve studied is how these technologies´ growth has played out between different age groups,” said research analyst Kathryn Zickuhr. “With smartphones, for instance, we´ve seen a very strong correlation with age where most younger adults own smartphones, regardless of income level. But when it comes to tablets, adults in their thirties and forties are now significantly more likely than any other age group to own this device.”

Pew said that 56 percent of those living in households that earn at least $75,000 per year own a tablet. Moreover, the research firm found that 49 percent of adults between the age of 35 and 44 own a tablet, unlike smartphones which tend to appeal to younger adults between 18 and 34. Even the 45- to 54-year-old generation holds a higher percentage of tablet-ownership compared to the 18- to 24-year-old college crowd, Pew found.

One of the biggest changes year-to-year was the percentage of households with children. Last year, 26 percent of parents who had a child living at home had a tablet. However, that number jumped to 50 percent in the last 12 months.

Pew said there are no statistically significant differences in tablet ownership between men and women, or between members of different racial or ethnic groups.

“Almost every major demographic group experienced significant year-to-year growth in tablet ownership between April 2012 and May 2013. In several cases, groups that already had the highest levels of tablet ownership saw the greatest percentage point increases over the past year,” the report found.

Pew said another pattern in tablet ownership is the strong correlation between educational and household income. According to the survey, 49 percent of adults with at least a college degree own a tablet, compared to just 17 percent of those who did not graduate high school.

An in-depth report released in April by Mojiva showed that 84 percent of users are more comfortable using tablets for tasks that used to be performed on computers. Mojiva predicted in the report that the traditional PC market for notebooks and desktops will decline by 7.6 percent this year.

“Tablet device growth and time spent with these devices have been on a rapid incline worldwide for several quarters,” said David Gwozdz, CEO of Mojiva Inc. “It was only a matter of time before the consumer base reached a critical mass point, where they are now relying on tablets to perform necessary utility functions previously conducted on their desktop/laptop computers, in addition to enjoying the amazing entertainment qualities afforded by these lightweight, interactive devices.”

“As a result, tablet advertising is fast moving away from being perceived as an optional medium, and instead proving to be a valuable tool in delivering ROI and revenue to brand advertisers.”


Source: Lee Rannals for redOrbit.com - Your Universe Online