|iPad and other tablet computers|
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TabletsTablets continued to gain traction in the US in 2012, with 52.4 million US tablet owners as of December 2012, according to comScore 2013 US Digital Future in Focus. (comScore, February 2013)
The rapid adoption of iPads and other tablets is speeding up the growth in travel bookings on mobile devices, according to a survey by comScore, commissioned by Expedia Media Solutions (see study here).
The study shows that while travelers are comfortable purchasing on mobile devices, travel booking conversion is lower than the overall purchase conversion. The study estimates that 61% of tablet owners made a purchase on their device in the first half of the year, while 34% booked travel.
Conversion rate among device owners:
- PC: 85% overall purchase conversion rate / 77% travel booking conversion rate
- Tablets: 61% overall purchase conversion rate / 34% travel booking conversion rate
- Smartphones: 51% overall purchase conversion rate / 28% travel booking conversion rate.
Other key points of the study include:
- More than a third of mobile device owners are already using their gadgets to plan trips while on the go.
- Nearly half of respondents (48%) have used a tablet or smartphone to plan their trip this year so far.
- 56% of mobile hotel bookers and 58% of air mobile bookers used an app.
- Deals and promotions (64%), photos (55%) and recommendations (38%) were the favourite types of content.
The study's key takeaways are:
1. As mobile device ownership grows, internet traffic will continue to shift from PC to tablet and smartphone devices
2. Mobile provides a growing opportunity to reach potential customers at scale when they are engaging with travel content when no other medium can.
3. Apps provide incremental reach and drive brand engagement.
4. Consumers are booking on mobile devices and those who have are likely to do so again, but the experience needs to be easy.
5. Advertisers leveraging mobile lags PC today, but the increasing adoption of devices and consumption on device should spur advertisers to leverage the medium in a more meaningful way.
6. Multi-device ownership is on the rise, resulting in the need for a cohesive brand voice across platforms.
(tnooz, November 2012)
There are distinct differences across iPad, Android and Kindle Fire US audiences, according to demographic analysis by comScore of tablet audiences in the US by platform in the 3 month average ending June 2012.
iPad owners skewed male (52.9%), slightly younger (44.5% under the age of 35) and wealthier (46.3% residing in households with income of $100k or greater) compared to an average tablet user during the three-month average period ending June 2012. In comparison, Kindle Fire owners saw their audience skew female with 56.6% of its audience base represented by females. Both Android and Kindle Fire users saw household income below that of iPad owners, aligning more closely with household income reported by smartphone owners.
Demographic profile of tablet owners in the US, 3 month average ending June 2012:
- Male: 50.0%
- Female: 50.0%
- 13-17: 5.5%
- 18-24: 13.0%
- 25-34: 24.2%
- 35-44: 20.6%
- 45-54: 18.1%
- 55-64: 11.0%
- 65+: 7.6%
- <$25k: 7.8%
- $25k to <$50k: 18.1%
- $50k to <$75k: 19.1%
- $75k to <$100k: 16.7%
- $100k+: 38.4%
(comScore, August 2012)
57.3% of US tablet owners were aged over 35 in the 3-month period ending in June 2012, including almost 1 in 5 aged older than 55, according to comScore TabLens data. Despite a plurality (24.2%) of tablet owners being aged 25-34, this is down from 25.3% just 2 months earlier. In fact, in that time period, the proportion of US tablet owners aged over 45 rose from 30.2% to 36.7%.
Meanwhile, according to the latest report, after the 25-34 bracket, Americans aged 35-44 make up the next-largest share of the tablet audience (20.6%), followed by those in the 45-54 bracket (18.1%). Share of ownership is lowest among Americans aged 65 and older (7.6%) and teenagers aged 13-17 (5.5%).
The Online Publishers Association (OPA) also observed in June 2012 that tablet users and owners are becoming older. OPA found that 4 in 10 tablet users are between the ages of 35 and 64, and that 46% of new buyers are in that age range, including 31% who are between the ages of 45 and 64 (see link above). According to the study results, the share of owners aged between 8 and 24 has fallen 8% over the past year, while the proportion aged 35 to 54 has grown 8%.
Additionally, the OPA study found the tablet base gender gap to be disappearing, which is consistent with comScore's data, which shows an even split in the tablet audience between men and women. (MarketingCharts, August 2012)
The number of iPad users in the US will rise by over 90% in 2012 to 53.2 million, as loyal users replace older models and new consumers purchase the device, according to eMarketer.
That level of growth is down significantly from last year's 143.9% jump, and will continue to decline; by 2015, the number of iPad users will rise by just under 12%. By then, more than one-third of all US internet users will have such a device.
US iPad users, 2010-2015:
- 2010: 11.5 million
- 2011: 28.0 million (+143.9%)
- 2012: 53.2 million (+90.1%)
- 2013: 70.5 million (+32.6%)
- 2014: 81.1 million (+15.1%)
- 2015: 90.8 million (+11.9%)
Compared to iPads, overall tablet penetration is rising more quickly and will reach 29.1% of internet users by the end of this year, but growth will still fall off to 11.9% by 2015.
In 2012, the iPad will continue to be in the hands of more than three-quarters (76.4%) of all tablet users in the country, but by 2015 the percentage is expected to fall down to 68.0%.
Broken down by age, the fastest growth among tablet users as a whole will come in the under-12 and 65-and-older age groups, which have relatively low penetration compared with other groups. Those most likely to use a tablet will remain between the ages of 25 and 44, among whom around one-third of the total population will use a tablet in 2012.
eMarketer estimates more than half of tablet users this year to be men (54%), but by the end of the forecast period the gender split is expected to be even. Asians, at 26.2% penetration in 2012, are the most likely racial or ethnic group to use a tablet, followed by Hispanics, at 24%. This compares with 21.4% of whites and 21.5% of blacks. (eMarketer, June 2012)
Tablet ownership in the US was 16% among 18+ year olds in March 2012 and has increased across all demographic groups with the most robust growth in ownership among females, 18-34 year olds and $100K+ households, according to Ipsos.
Tablet ownership in the US, March 2012:
TOTAL: 16% (up from 10% in September 2011)
- Male: 15% (11%)
- Female: 17% (8%)
- 18-34: 19% (12%)
- 35-54: 13% (12%)
- 55+: 15% (9%)
- <$100K: 12% (9%)
- >$100K: 28% (21%)
In September 2011, we found 2 out of 10 consumers would not consider an iPad. This year we see that number increase significantly to nearly 3 out of 10. While still in a market leadership position, iPad competitors are beginning to emerge in the consideration set of more consumers.
More than one quarter of US online consumers (26%) say they are likely to purchase a tablet PC before the end of 2012, and one out of ten are ‘definitely' going to do so (comparable to the 2011 holiday season). (Ipsos, May 2012)
US travellers of all types are buying tablets, but airline passengers are adopting these devices at a particularly fast pace, according to a study "The Growing Use of Tablets and other Portable Electronic Devices on Intercity Buses, Trains, and Planes" conducted by the Chaddick Institute for Metropolitan Development at Chicago's DePaul University, developed data from observations of 7,770 passengers on 92 air, bus and train departures in December 2011.
The data shows that travellers are increasingly abandoning simple, audio-oriented activities in favour of devices with LCD screens that allow for surfing the web, watching movies, listening to music and reading books. Over the past two years, audio usage fell from 9.1% of passengers on commercial flights to 5.2%.
Tablets, in particular, account for a growing share of the multi-use devices travellers are adopting. The survey noted that 8.4% of airline passengers were observed using a tablet at some point during their flight, compared to 5.9% of Amtrak passengers and 3.7% of travellers on curbside bus companies like BoltBus and MegaBus.
US passengers using tablet PCs while travelling, by mode of transportation, December 2011 (% of passengers):
- Airline: 8.4%
- Amtrak: 5.9%
- Commuter train: 4.9%
- Curbside bus: 3.7%
- Conventional bus: 0.6%
While 8.4% may not seem like an overwhelming figure (it's approximately one person every two rows in a three-and-three seat arrangement) tablets share of electronic devices used in travel overall tells a deeper story. Tablets accounted for just under 30% of all mobile devices used on planes, including smartphones, portable DVD players, iPods and the like.
Tablet use during travel among US passengers using mobile devices, by mode of transportation, December 2011 (% of total):
- Airline: 29.6%
- Amtrak: 13.5%
- Commuter train: 12.9%
- Curbside bus: 8.3%
- Conventional bus: 1.8%
(eMarketer, May 2012)
The use of tablets and iPads in-flight is up 15%, with more than one in four travellers now calling theirs a carry-on essential, according to the April 2012 release of TripAdvisor's annual air travel poll, which surveyed more than 1,000 US travellers.
Much of the reason for that increased usage is increased sales: Tablet sales worldwide are expected to nearly double in 2012, then increase by 50% between 2012 and 2013, and double again between 2013 and 2016, according to Gartner's "Forecast: Media Tablets by Operating System Worldwide, 2010-2016, 1Q12 Update," released in April 2012. (eMarketer, May 2012)
US tablet owners use their devices at home 74% of the time, according to a Q1 2012 study by Viacom. That makes sense considering that consumers appeared to be using tablets largely for entertainment purposes, such as playing games, or watching television and movies.
The Viacom study found that outside the home, tablet owners were most likely to use their devices while waiting at an airport/airplane (80%). Meanwhile, a low percentage of respondents (36%) used their devices in a store, suggesting that tablets do not have the same mobile shopping draw as smartphones. In-store shoppers are more likely turning to smaller smartphones to check prices and browse product reviews. But recent research has shown that consumers are taking advantage of tablets' larger screen sizes to research products before arriving at a brick-and-mortar location.
eMarketer estimates that there will be 54.8 million tablet users in the US by the end of 2012, with that number climbing sharply to 89.5 million by 2014. (eMarketer, May 2012)
Tablet adoption is expected to increase more quickly than smartphone's in the US, from a user base of nearly 55 million by the end of 2012 to almost 90 million in the next two years, according to eMarketer. By 2014, more than one in three US internet users will have a tablet device.
US tablet users, 2012-2014:
- 2012: 54.8 million (22.9% of internet users)
- 2014: 89.5 million (35.6%)
Ereaders, connected game consoles, internet-enabled TVs and other connected gadgets have also become essential to a society that demands instant and constant access to digital media. (eMarketer, February 2012)
The percentage of consumers in North America who use tablets to connect to WiFi outside of their home or office has nearly doubled since 2010, increasing from 19% in Q4 2010 to 35% in Q3 2011, according to JiWire.
According to NPD Group data released in December 2011, as tablet adoption increases in the US, the rate of cellular connections is failing to keep pace: in April 2011, 60% of tablet users only connected via WiFi but 5% of them said they planned to purchase mobile broadband plans within the next 6 months; however, rather than decrease, the WiFi connection base has grown to 65% in the past 6 months.
The percentage of consumers in North America who use tablets to connect to WiFi outside of their home or office has nearly doubled since 2010, increasing from 19% in Q4 2010 to 35% in Q3 2011, according to JiWire.
According to NPD Group data released in December 2011, as tablet adoption increases in the US, the rate of cellular connections is failing to keep pace: in April 2011, 60% of tablet users only connected via WiFi but 5% of them said they planned to purchase mobile broadband plans within the next 6 months. owever, rather than decrease, the WiFi connection base has grown to 65% in the past 6 months. (MarketingCharts, December 2011)
33.7 million Americans will use a tablet device at least monthly by the end of 2011, a rise of 158.6% over last year, the year the iPad was released, according to eMarketer's estimates.
Growth will slow to double digits beginning in 2012, but the number of users will rise to nearly 90 million, or 35.6% of all internet users, by 2014.
US tablet users and penetration, 2010-2014:
- 2010: 13.0 million (4.2% of total population / 5.8% of internet users)
- 2011: 33.7 million (10.8% / 14.5%)
- 2012: 54.8 million (17.3% / 22.9%)
- 2013: 75.6 million (23.7% / 30.9%)
- 2014: 89.5 million (27.7% / 35.6%)
eMarketer's previous tablet-related forecasts have focused on unit sales and the total installed base of devices. These current estimates deal instead with usage, and account for device sharing. eMarketer believes that as tablet adoption continues, less growth will come from sharing and more from replacing older devices with new ones. Eventually, tablets may become more like smartphones, which typically have a single user and less sharing.
The iPad, which has clearly led the tablet market since 2010, will continue to do so throughout the forecast period, though its share will be slowly chipped away by competititors. The number of US iPad users will more than double between this year and 2014, from 28 million to 60.8 million. By 2014 iPad users will still account for 68% of the overall US tablet audience.
US iPad users and penetration, 2010-2014:
- 2010: 11.5 million (3.7% of total population / 5.1% of internet users / 88.0% of tablet users)
- 2011: 28.0 million (8.9% / 12.1% / 83.0%)
- 2012: 41.9 million (13.2% / 17.5% / 76.4%)
- 2013: 53.9 million (16.9% / 22.0% / 71.2%)
- 2014: 60.8 million (18.9% / 24.2% / 68.0%)
The tablet audience is changing, though. Women currently account for slightly less than half of tablet users, but the disparity in tablet usage between sexes will continue to shrink. eMarketer estimates that this year, 31.5% of tablet users are ages 18 to 34, while 55.5% are 35 or older. By 2014, 18- to 34-year-olds will account for 34.8% of tablet users, while those ages 35 and up will comprise 49.3% of the total. Usage of tablets will also increase faster among whites than those of other races and ethnicities, growing from 60.6% of total users this year to 65.8% by 2014. (eMarketer, November 2011)
63% of tablet owners in the US have made a purchase using their device, compared to just 31% of smartphone owners, according to a study released in November 2011 by Jumptap in partnership with comScore.
Data from Wave Two of "Understanding Mobile Audience" indicates that although purchasing is most widespread among PC owners (83%), younger tablet device users are closing the gap. Indeed, 79% of tablet owners aged 18-34 report having made a purchase using their device, compared to 89% of PC users and 51% of smartphone users of that age.
Percent of device owners in each age group who have made a purchase using each device:
- Age 18-34: 51% (mobile) / 79% (tablet) / 89% (PC)
- Age 35-54: 27% / 50% / 81%
- Age 55+: 12% / 43% / 78%
While purchasing is popular among all generations of PC users, the proportion of owners purchasing from tablets and smartphones is more segmented along generational lines: 50% of tablet owners aged 35-54 have made a purchase compared to 43% aged over 55, while 27% of smartphone users have made a purchase compared to just 12% aged over 55.
Jumptap's findings align with results from a March 2011 study from the e-tailing group and Coffee Table, which found that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis. The study also indicated that tablet users are more likely than smartphone users to say they have made 3 to 5, 6 to 10, and more than 10 online purchases in the last six months.
The top three products and services that are bought using mobile devices (including tablets) are event tickets, daily deals from sites such as Groupon and Living Social, and apparel, according to the Jumptap report. Travel, physical copies of books, games, and movies round out the top 5.
2 in 3 mobile device owners make purchases or access financial information in their homes, followed by about half who do so in their offices. 44% report financial activity on their devices while in a store, followed by 37% at a friend's house, 34% at a restaurant or bar, and 26% at an event (concert).
Data for the Jumptap research study was sourced from more than 3,000 mobile subscribers aged 18+ with browser, application and media usage. Additional data was commissioned from comScore MobiLens U.S. Survey and Mobile Metrix. (Marketing Charts, November 2011)
American affluent ownership of smartphones rose by nearly a third to 45%, according to Ipsos 2011 survey tracking, lifestyles, media habits and spending patterns of affluent Americans. E-readers ownership nearly tripled to 13%, and tablets ownership has more than quadrupled to 9%. (Ipsos Media, October 2011)
Increased tablet adoption could be the push that mobile commerce needs to get off the ground. Data from Ipsos indicates that tablet ownership leads to greater mobile purchasing, perhaps due to an improved shopping experience on the media-rich devices. Tablet owners shop via mobile devices on a more frequent basis and spend more than smartphone owners, according to Ipsos.
Ipsos also presents a group of consumers called "dual owners"-those who own both tablet and smartphone devices. Dual owners, Ipsos determined, conduct m-commerce purchases twice as often as those who own only smartphones. Dual owners, on average, made more than 20 mobile purchases over the past year. Dual owners not only purchase more often via mobile, but they also spend more money during their purchases. Among smartphone owners, 70% told Ipsos that the mobile device had little to no impact on their spending - in some cases, they may have spent less than they normally would have. The majority of dual owners, however, reported the opposite. Sixty-three percent of respondents who own both a tablet and smartphone said they probably spend more money due to mobile purchasing. According to Ipsos, dual ownership skews toward high-income males, which may be a reason for the higher spending. Ipsos survey data suggests that the tablet may be more conducive and pleasing to mobile shopping than the smartphone, and that the addition of a tablet makes smartphone owners more likely to purchase via mobile. Roughly 25% of dual owners told Ipsos that they prefer to purchase on a website via tablet, but not smartphone.
The popularity of mobile shopping via tablet may imply that the purchase experience on devices such as iPads is preferred to that of the smartphone. A study by ecommerce consulting firm the e-tailing group indicates that tablet owners are slightly more satisfied with their mobile shopping experiences than are smartphone owners. Eighty-eight percent of tablet owners were at least "somewhat" satisfied with their experiences compared to 73% of smartphone owners. (eMarketer, October 2011)
Eighteen months after the introduction of the iPad, 11% of US adults now own a tablet computer of some kind, according to a report from Pew Research. The study, conducted by the Pew Research Center's Project for Excellence in Journalism in collaboration with The Economist Group, finds that the vast majority of tablet owners (77%) use their tablet every day. They spend an average of about 90 minutes on them.
Consuming news (everything from the latest headlines to in-depth articles and commentary) ranks as one of the most popular activities on the tablet, about as popular as sending and receiving email (54% email daily on their tablet), and more popular than social networking (39%), gaming (30%), reading books (17%) or watching movies and videos (13%). The only activity that people said they were more likely to do on their tablet computer daily is browse the web generally (67%). (HOTELMARKETING.COM, October 2011)
Ipsos has reported tremendous growth in tablet computer ownership in the past six months, reaching 10% of those 13 to 74 who are online. All indications are that ownership will continue to increase dramatically. Intent to purchase the device among the US online population grew from 12% in Fall 2010 to 17% in Spring 2011.
Not only is this overall increase in tablet interest significant, but intent to purchase is growing substantially within large and diverse demographic segments, to give the tablet owning population a more diverse demographic profile than previously seen.
21% of those between 25 and 44 (37% of the US population) intend to purchase a tablet computer within the year. While the tablet is most popular among this group, we see substantial increases in intent to purchase for all of those over the age of 25, and the percent of those between 55 and 74 who intend to purchase a tablet has nearly doubled in 6 months.
Ipsos believe that affluent households will continue to over-index for tablet ownership, but intent to purchase among those in households with incomes of $100,000 or less (80% of US households) has risen significantly from 11% to 17%. Children in the home (30% of US households) will continue to drive tablet ownership, with intent to purchase at 23% compared to 16% for those without children.
A more diverse tablet owning population will have important implications for consumer and media brands alike. It took another digital media device, the Apple iPod, six years to reach 20% of US consumers. Early indications are that the tablet computer may reach 20% of US consumers in less time. (Ipsos, August 2011)
The percentage of US adults who use an e-reader device such as a Kindle, iPad or Nook has almost doubled since 2010, according to Harris Poll results released in September 2011. Fifteen percent of adults say they use an e-reader, about 88% more than the 8% who used an e-reader in 2010.
Regionally, residents of the West are most likely to use an e-reader (20%, one-third more than the national average), closely followed by Easterners (19%). Conversely, only 9% of Midwesterners use an e-reader, 40% below the national average. With 14% e-reader usage, Southern adults are about 7% less likely than average to use an electronic reading device. In further good news for makers and promoters of e-readers, the percentage of adults who do not currently use an e-reader but plan to get one has risen 25%, from 12% to 15%, in the past year. There is no regional variation in this percentage, and most (11%) are somewhat likely, with only 4% very likely.
Another research also finds that the share of adults in the US who own an e-book reader doubled to 12% in May 2011 from 6% in November 2010, according to data from the Pew Research Center Internet & American Life Project. This is the first time since the Pew Internet Project began measuring e-reader use in April 2009 that ownership of this device has reached double digits among US adults.
Meanwhile, Pew data shows 8% of US adults owned a tablet computer in May 2011. This is roughly the same percentage of adults who reported owning this kind of device in January 2011 (7%), and represents 60% growth in ownership since November 2010. (Marketing Charts, September 2011)
As recently as last Summer, tablet and eReader owners in the US tended to be male and on the younger side. But according to Nielsen's latest, quarterly survey of mobile connected device owners, this is no longer the case.
Back in third quarter of 2010, for example, 62% of tablet owners were under the age of 34 and only 10% were over the age of 55. By the second quarter of 2011, only 46% of tablet owners were under the age of 34 and the percentage of those over 55 had increased to 19%.
Looking at the data by gender underlines key changes in the eReader category. Sixty-one percent of all eReader owners are now female, compared to a mere 46% in the third quarter of 2010. Smartphone owners are now evenly split between male and female and tablets remain primarily male.
Demographics of smartphone owners in the US, 2nd quarter of 2011:
- 13-17 years old: 2% compared to 10% in the third quarter of 2010
- 18-24 years old: 16% (10%)
- 25-34 years old: 26% (26%)
- 35-44 years old: 19% (17%)
- 45-54 years old: 20% (20%)
- 55 years old and older: 18% (16%)
Demographics of tablet owners in the US, 2nd quarter of 2011:
- 13-17 years old: 11% compared to 13% in the third quarter of 2010
- 18-24 years old: 13% (23%)
- 25-34 years old: 22% (26%)
- 35-44 years old: 17% (15%)
- 45-54 years old: 18% (13%)
- 55 years old and older: 19% (10%)
Demographics of ereader owners in the US, 2nd quarter of 2011:
- 13-17 years old: 7% compared to 10% in the third quarter of 2010
- 18-24 years old: 10% (15%)
- 25-34 years old: 18% (21%)
- 35-44 years old: 14% (15%)
- 45-54 years old: 21% (15%)
- 55 years old and older: 30% (25%)
Percentage of smartphone, ereader, and tablet owners who are female:
- Third quarter of 2010: 47% (smartphone) / 46% (ereader) / 39% (tablet)
- First quarter of 2011: 48% / 56% / 42%
- Second quarter of 2011: 50% / 61% / 43%
(nielsenwire, August 2011)
eMarketer estimates that more than 91 million US consumers will use the internet through a mobile device at least monthly by the end of 2011, up from 77.8 million in 2010. While US consumers as a whole may be increasing their mobile internet activities, the devices with which they prefer to do so tend to vary by generation.
According to a study by Affinity Research, generations are dividing in terms of mobile device preferences, with older consumers favouring tablets and ereaders and younger users adopting smartphones at rapid rates.
Generation of US consumers most likely to own a smartphone, tablet or eReader, 2011:
- Gen Xers are 16% more likely to have a tablet than average
- Boomers are 19% more likely to have an ereader than average
- Millennials are 28% more likely to have a smartphone than average
Although Affinity estimates that Generation X is 16% more likely than the average consumer to own a tablet, a study by GfK MRI indicates that when adding ereaders into the mix, the rate might be even higher. GfK MRI indicates that a Gen Xer is 25% more likely than the average US adult to own a tablet or ereader. Income may play a large part in this age group's strong adoption of tablet computers.
Wealthier Gen X consumers are more likely to own the "latest and greatest" gadgets, according to Affinity, Gen Xers with household incomes of more than $100,000 are 63% more likely to own a tablet PC than other Gen Xers. Tablet adoption also skews toward Gen X males.
Both GfK MRI and Affinity reference the strong inclination among boomers to own ereader devices. According to GfK MRI, baby boomers own more Kindles than both millennials and Gen Xers. And Affinity Research states that boomers are 19% more likely than the average consumer to have an ereader. Strong growth of ereader ownership among the boomer demographic may be due in part to the intuitive and uncomplicated nature of ereader platforms. Device ownership skews slightly toward female consumers.
While millennials are less likely than both Gen X and boomers to own either an ereader or a tablet, the younger demographic surpasses both age groups in terms of smartphone adoption. Labeled as "digital natives" in the technology and mobile device market, millennials are 28% more likely than the average consumer to own a smartphone; 46.5 million millennials already have one.
According to the Pew Internet & American Life Project, millennials and the younger end of Gen X own more smartphones than those older than age 35. Additionally, Affinity reports that more than 24 million millennials plan to purchase a smartphone in the next six months. (eMarketer, August 2011)
Like for many newer devices, young, affluent college graduates are the overall heaviest users of tablets and ereaders. But when device ownership is broken down by race and ethnicity, the results go beyond the typical early adopter profile. Hispanics skew higher than black or white consumers in ownership of both types of device.
Pew Internet and American Life Project surveyed US consumers and found that, broken down into those three groups, more Hispanics were early adopters of tablets. In November 2010, 7% of Hispanics owned tablets, compared with 4% of blacks or whites. Just six months later, the percentage of usage among all three ethnic groups had about doubled, but the disparity remained.
For ereaders, the trajectory has been a bit different. In November, Pew reported fairly even ereader adoption across racial and ethnic lines. But Hispanics tripled ereader penetration between November and May, to 15%, while whites and blacks increased ownership at a slower pace.
Another survey, by the Center for Hispanic Marketing Communication at Florida State University, found that US minorities (including blacks, Asians, Spanish-speaking Hispanics and English-speaking Hispanics) have higher levels of tablet and ereader ownership than non-Hispanic whites.
Among minorities, more Hispanics than blacks or Asians own or plan to own ereaders or tablets in the next year. The only exception was among Asians, who either own or plan to own a tablet in greater numbers than English-speaking Hispanics.
The trend of Hispanic early adopters may be attributed to the tremendous buying power of US Hispanics, which is projected to reach $1.3 trillion by 2015; a cumulative increase of around 25%, according to Packaged Facts. That increase also makes Hispanics particularly attractive for marketers. (eMarketer, August 2011)
Purchases of ereader and tablet devices continue to climb. eMarketer estimates a 60% surge in the number of ereaders and a 178% jump in the number of tablets bought in 2011. Looking in depth at ereader and tablet buyer demographics shows a gender division has taken shape in terms of tablet vs. ereader ownership.
Since the early days of tablets and ereaders, adopters have tended to be young, high-income adult males. As the market has matured, an older consumer base has also demonstrated an appetite for the devices. Young adults continue to hold their ground, though, and men remain ahead of women.
An April 2011 research from GfK MRI found that men were 24 percentage points more likely than average to own a tablet, while women were 19 percentage points less likely than average to do so. Men overindexed less strongly on owning an iPad specifically. Women, meanwhile, had a much stronger propensity to own ereaders, especially a Kindle or Nook.
Bizrate Insights and Forrester Research echoed the tablet findings. They surveyed online buyers-the majority of whom are women-about their tablet ownership levels. While they found that most tablet owners were women, this was only because of the high preponderance of female online buyers overall. Male online buyers were actually more likely than females to have a tablet.
The survey pinpointed 44 as the average age of male and female online buyers who owned a tablet, and found that 60% of online buyers without a tablet who planned to purchase one within 12 months were women.
Tablet and ereader adoption by middle-aged consumers suggests that tablet and ereaders are reaching another stage of market maturity. Rapid growth implies that there is room for both product categories in the mobile device marketplace. eMarketer expects 24 million US consumers to have an iPad or similar device by the end of 2011. (eMarketer, July 2011)
Eight percent of US adults owned a tablet device in May 2011, up from the 5% that reported having one in November 2010, according to research by the Pew Research Center's Internet & American Life Project.
Meanwhile, ownership of e-reader devices stood at around 12%, the research center said. Adoption of such devices continues to grow at a faster rate than tablets, having doubled from 6% market penetration in November of last year. In addition, three percent of survey respondents reported owning both an e-reader and a tablet.
In terms of overall penetration, however, e-readers and tablets continue to lag behind devices such as cellphones and laptops. Of the 2,277 respondents Pew surveyed for the research, 83% reported owning the former, and 56% the latter. MP3 player ownership stood at around 44 percent, meanwhile.
Both e-reader and tablet ownership far behind other devices (% of adults who own each gadget):
- Cell phone: 83%
- Desktop: 57%
- Laptop 56%
- DVR: 52%
- MP3: 44%
- e-Reader: 12%
- Tablet: 8%
(ClickZ, June 2011)
Over 68% of tablet and smartphone owners in the US report using them in front of their televisions, according to research by Nielsen Company.
In fact, according to the survey of nearly 12,000 device owners, Nielsen suggests tablet users make use of their device in front of the TV more than in any other situation, followed by lying in bed, and then with friends or family.
Smartphone owners demonstrated different behavioural patterns, meanwhile, probably due to the compact and more portable nature of those devices. As with tablets, watching TV topped the list of situations in which smartphones were used, but was followed closely by shopping or running errands, and then by waiting for something - such as a train, for example.
Overall, smartphones are used across a much wider range of situations than tablets, which are reserved largely for use in the home, the data suggests.
US connected devices - situation usage:
- Watching TV: 70% among tablet users / 35% among eReader / 68% among Smartphone users
- Lying in bed: 57% / 61% / 51%
- With Friends/Family: 44% / 17% / 58%
- Waiting for something: 42% / 32% / 59%
- In the bathroom: 25% / 17% / 28%
- Attending a meeting/class: 24% / 10% / 23%
- Shopping/Running Errands: 21% / 9% / 59%
- Commuting: 20% / 11% / 47%
- Other: 35% / 39% / 50%
(ClickZ, June 2011)
The US tablet installed base will represent 7.6% of the population by the end of 2011, up from 3.1% in 2010, according to eMarketer. Smartphone ownership, by contrast, will reach 23.4% of US consumers this year, up 4% points over 2010.
Those who do have a tablet are eager to use them for shopping, according to the e-tailing group. One in ten tablet owners reported using their device for browsing or buying online every day, vs. 6% of smartphone owners. They also made more purchases. Nearly one in four had made at least six purchases in the past six months, compared with 15% of smartphone users who had done the same. They were also much less likely to never use tablets for online buying.
Number of mobile purchases according to US tablet vs. Smartphone owners in February 2011:
- One: 15% (tablet) / 18% (smartphone)
- Two to five: 39% / 30%
- Six to ten: 12% / 9%
- Over ten: 12% / 7%
- None: 22% / 36%
Tablet owners made more purchases than smartphone owners made via mobile in a wide variety of categories. Only a few mobile-centric shopping categories favoured smartphone buying, such as music/DVD/videos, event tickets and food.
Overall, tablet owners reported a higher level of satisfaction with their shopping experience.
Asked specifically to compare the smartphone and tablet shopping experience, 39% of tablet owners said the larger, less portable devices were "significantly better," and another 30% chose "somewhat better."
The screen size of tablets, which make for less reliance on the hit-or-miss status of mobile sites for many retailers, is likely the main factor in the improved shopping experience on tablets. And much of that shopping probably takes place at home; while tablets are mobile devices, most users typically report they get the most mileage out of them in the living room. (eMarketer, May 2011)
79% of the on-the-go audience is comfortable making purchases on their mobile devices, such as smartphones or tablets, according to JiWire's latest Mobile Audience Insights Report.
Key findings of the report include:
- People are relying more on their smartphone or tablet to do business, stay connected and even shop while on-the-go. While smaller purchases are more easily accepted, 50% of respondents are confident spending more than $100 on a purchase from their device; nearly 20% are even comfortable with purchases over $500.
- As part of the mobile shopping experience, a majority of consumers are also spending time researching future purchases on mobile phones and other devices. 71% researched future purchases on their mobile device and then made a purchase either online or within a store at a later date. Specifically: 31% researched a purchase on their device before buying it in-store at a later date; 40% researched a purchase on their device before buying it online at a later date, up 19% from Q4; 20% researched and made purchases from their device.
- Travel, entertainment and retail are the top researched and purchased products and services.
- Around 72% of the mobile audience purchases local deals. 44% of those respondents purchased local deals at least once a month. Though younger age groups are thought to be the early adopters, deal-purchasing behaviour is relatively consistent across age groups and gender - those aged 25 to 44 are most likely to purchase a local deal. Additionally, 62% of respondents are sharing local deals with friends. Results show that more than half of "Gen Xers," aged 45 and older are sharing local deals with friends.
- The demand for tablets continues to increase as 71% of survey respondents either own or intend to purchase a tablet. When purchasing a tablet, 58% of those respondents prefer an iOS operating system, while only 4% prefer an Android based operating system. Additionally, 31% have no OS preference, ultimately opening opportunities for tablet makers to attract new users.
The report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 5,000 customers randomly selected across JiWire's Wi-Fi Media Channel from January 2011 to March 2011. (eyefortravel, June 2011)
iPad ownership extends well beyond Apple's most fervent consumers, according to the results of a US study of Apple iPad owners, based on data from the comScore MobiLens service. Although a perception may exist that iPad owners tend to be those with a very strong affinity for Apple products, an analysis of the mobile devices of iPad owners indicates that may not be the case.
While Apple is indeed the most heavily represented OEM among iPad owners, its OEM share (27.3%) is only slightly higher than its share among all smartphone subscribers (25.2%). RIM accounts for the second highest percentage of iPad owners at 17.5%, but this number is well below its overall smartphone market share of 28.9%. Meanwhile, Samsung, LG and Nokia are all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. In addition, 14.2% of iPad users had Android phones.
The age profile of iPad users indicated the heaviest skew toward 25-34 year olds (27.0%) in relation to the total mobile audience (17.6%). iPads also exhibited significantly above average skews in the 18-24 year old and 35-44 year old segments. However, this demographic profile was similar to that of the overall smartphone user base, indicating that the advanced mobile capabilities rather than the device itself might be primary driver behind this age profile.
Age demographic profile for Apple iPad owners (3 months average ending February 2011) - Total US mobile subscribers, Aged 13 years old and older:
- Age 13-17 years old: 7.1% total mobile / 6.3% smartphone / 7.6% of iPad
- Age 18-24 years old: 12.5% / 16.9% / 15.2%
- Age 25-34 years old: 17.6% / 27.4% / 27.0%
- Age 35-44 years old: 16.8% / 22.1% / 20.3%
- Age 45-54 years old: 17.8% / 15.3% / 16.4%
- Age 55-64 years old: 14.1% / 7.4% / 7.3%
- Age 65 years old and older: 14.0% / 4.6% / 6.2%
(comScore, April 2011)
Around half of all US tablet owners reported being the only ones in their household using their particular tablet, while 43% said they shared the tablet with others, according to The Nielsen Company's in-depth research on mobile connected devices, which was fielded in Spring 2011.
8% said that while they own a tablet used by other household members, they do not use it themselves. When asked whether they used other connected devices more often or less often since purchasing a tablet, 35% of tablet owners who also owned a desktop computer reported using their desktop less often or not at all, while 32% of those who also owned laptops, said they used their laptop less often or never since acquiring a tablet.
27% of those who also own eReaders said they use their eReader less often or not at all - the same percentage as those who also own portable media players. One-in-four tablet owners who own portable games consoles are using those devices less often, if at all, since purchasing a tablet. (The Nielsen Company, May 2011)
New insights from the Ypartnership/Harrison Group 2011 Portrait of the American Travelers reveal how active travellers are utilising tablets and how these usage patterns differ from other forms of mobile connectivity.
Given the wired standard of living for most Americans, it's surprising to see that less than one in ten (7%) active travellers currently has access to the internet from a tablet computer. Among those who do, they typically use the device while travelling to find local restaurants or shops, comparison shop for airfares and hotel rates, and search for the latest updates on flight schedules and delays.
Approximately a quarter have navigated a destination using the GPS function, viewed a virtual visitor guide, or shared information and photos on their tablet device while travelling. And two in ten have used the check in feature or an app on their tablet computer to connect with family and friends via social media platforms.
Roughly a third of travellers use their tablet computer during the planning process to book air travel or lodging, and evaluate ratings and reviews to determine hotel, restaurant or destination selections.
Of the seven percent of travellers with access to the internet from an iPad or other tablet computer, their usage preferences include:
- 46%: Find restaurants or shops nearby based on specific criteria input;
- 42%: Comparison shop airfares and hotel rates;
- 39%: Search for the latest information on flight schedules and delays;
- 37%: Book air travel or lodging;
- 35%: Look for ratings or reviews of hotels, restaurants or destinations, etc.;
- 27%: Navigate a destination using the GPS functionality on your device;
- 26%: View virtual visitor guides that provide information on things to do and see in a destination;
- 24%: Share information and photos about your travel experiences;
- 18%: Use check in feature or apps such as Facebook Places or foursquare to share with others;
- 17%: Participate in customer loyalty by using like function on social networking sites;
- 13%: Download and use mobile coupons from your device;
- 13%: Download an audio walking tour of a destination to your device;
- 11%: Use a destination-specific app.
It is interesting to note that tablet utilisation habits mirror those observed on smartphones with one important exception: tablet users are significantly more likely to use their device to comparison shop airfares and hotel rates.
The Ypartnership/Harrison Group 2011 Portrait of American Travelers is national survey of 2,539 US households that was conducted in February 2011. The nationally-representative results provide an in-depth examination of the impact of the current economic environment, social values and media habits on the travel habits of Americans with an annual household income of $50,000 or more. (TravelDailyNews, May 2011)
Some 41% of US consumers likely to purchase an iPad cited shopping as a reason for their interest, according to a November 2010 survey by Vision Critical.
US adults' reasons for interest in iPad, November 2010:
- Internet browsing: 64% of respondents
- Photos, music and/or video: 58%
- Access to/use apps: 54%
- News and/or information: 51%
- Books, newspapers and/or magazines (ereading): 51%
- Communication and/or social networking: 50%
- It is a new/cool gadget: 46%
- Shopping: 41%
- Games: 39%
- Work/productivity-related tasks: 34%
- Other: 8%
- Don't know: 3%
In 2011, eMarketer estimates, the US installed base for tablet devices will reach 24 million. And research from Pew Internet and American Life Project and Forrester Research shows buyers tend to be young, educated and wealthy.
US tablets installed base, 2010-2012:
- 2010: 9.7 million (3.1% of population)
- 2011: 24.0 million (7.6%)
- 2012: 40.6 million (12.8%)
(eMarketer, May 2011)
Nearly seven in 10 US tablet owners reported spending at least 1 hour per day using the device, including 38% who spent over 2 hours on it, according to a March 2011 survey from mobile ad network AdMob. And while just 28% consider it their primary computer, 77% are spending less time on desktop or laptop PCs since they got a tablet.
More than two in five respondents now spend more time each day with their tablet than with a traditional computer or with a smartphone, and a third use tablets more than they watch TV.
US tablet owners who spend more time each day on their tablet than with selected media, March 2011:
- Paper book: 59% of respondents
- Radio: 52%
- Desktop/laptop: 43%
- Smartphone: 41%
- TV: 34%
- None of the above: 11%
The No. 1 tablet activity, according to the survey, was playing games. Searching for information, emailing and reading the news rounded out the top four activities, suggesting that web surfing and keeping up with communications are important tablet activities that go beyond pure entertainment, without reaching very far into the realm of genuine productivity.
Tablet activities of US tablet owners, March 2011:
- Playing games: 84%
- Searching for information: 78%
- Emailing: 74%
- Reading the news: 61%
- Accessing a social network: 56%
- Consuming entertainment (music, videos): 51%
- Reading ebooks: 46%
- Shopping online: 42%
- Other: 19%
Despite their portable nature, AdMob found that tablets aren't very mobile in practice. Over 80% of tablet owners said they mostly use the device at home; just 11% used them primarily on the go. (eMarketer, April 2011)
Tablets have seen a lot of hype since 2010's launch of the iPad, but the excitement may be justified, according to a December 2010 research on consumer satisfaction with the devices from The NPD Group.
The research shows that current tablet owners are highly satisfied with their devices. More than two-thirds expressed satisfaction with the internet browsing and email experiences on their tablet, and 60% said the same of social networking. About three in ten were doing these activities less often on their PCs as a result.
These satisfaction levels were higher than those of smartphone owners conducting the same activities.
Satisfaction with selected mobile content via tablet vs. smartphone, December 2010 (% of US tablet or smartphone owners):
- Internet: 68% among tablet users / 42% among smartphone users
- Email: 67% / 59%
- Social networking: 60% / 49%
According to a September 2010 survey by the Pew Internet & American Life Project, tablet ownership was most common among millennials and members of Generation X, 5% of whom had an iPad or similar device. The overall rate of adoption was just 4%, a figure sure to rise based on the excitement of current owners and the expressed plans of many other consumers.
Tablet ownership among US consumers, by generation, September 2010 (as a % of respondents in each group):
- TOTAL: 4%
- Millennials (18-34): 5%
- GenX (35-46): 5%
- Younger boomers (47-56): 4%
- Older boomers (57-65): 3%
- Silent generation (66-74): 1%
- G.I. generation (75+): 1%
Vision Critical found in November 2010 that 11% of US adults who did not already have an iPad were interested in purchasing one in the next six months. That was up from 9% who said the same in March 2010. Again, younger respondents had the greatest levels of interest, at more than one in five.
eMarketer estimated in December that 24 million tablets, including 19.4 million iPads, would be sold in the US in 2011, more than doubling last year's sales figures. Worldwide, eMarketer forecasts 43.6 million tablet sales in 2011, up from 15.7 million in 2010. More than three in four tablets sold around the world will be an iPad. (eMarketer, March 2011)
US magazine readers' response to magazine advertising on iPads is highly positive, according to a study of iPad satisfaction, usage and response to advertising by UM and Time Inc.. Asked what elements get them to pay more attention to ads, 86% of respondents said they noticed "striking photos and bright visuals," while interactive features caught the eyes of 82%.
They had the greatest desire to see ads that played video, showed more product information, featured photo galleries or slideshows, or allowed readers to get a 360-degree view of products advertised. All these types of ads take advantage of iPad capabilities that could not be offered in a print edition, but also could not be offered as seamlessly even in a traditional online magazine.
Features US iPad owners are interested in seeing in magazine ads on their iPad, September 2010:
- Play videos: 75% of respondents
- View more product feature information: 73%
- Photo galleries / slideshows: 71%
- 360-degree view of products: 67%
- Link to website with more information: 64%
- Product demo: 59%
- Watch TV commercial: 41%
- Animation: 40%
- Play music: 36%
- Play audio: 34%
- Play a game: 27%
A Nielsen survey found that iPad owners were more likely than other connected device owners to be intrigued by advertising, especially new and interesting types of ads that took advantage of their device capabilities. The same survey found iPad owners were more apt to make a purchase based on such ads as well. (eMarketer, December 2010)
With so many hotels these days seeking new ways to please increasingly tech savvy guests, USA Today asked readers which electronic device they'd like to borrow from the front desk.
The winner is the iPad - by a landslide. Though a small poll, the results confirm what a growing number of hotels have been doing: Buying iPad for their guests to use either at the concierge desk (InterContinental Hotels) or in their pricey suite (Peninsula Hotels).
Here is how the 291 readers voted:
- 61% - iPad
- 14% - Flip digital camera
- 11% - Apple TV
- 10% - Kindle, Nook e-reader
- 2% - iPhone or Android phone
- 1% - iPod
(HOTELMARKETING.COM, December 2010)
Apple will have sold 8.5 million iPads in the US by the end of 2010, according to eMarketer. That makes up the vast majority of total US tablet sales, at 88%.
iPad sales in particular and tablet sales overall will increase dramatically over the next two years. Nearly 20 million of iPad units will be sold next year, an increase of 127%, and by 2012 sales will surpass 30 million. Meanwhile, the tablet market will diversify and the iPad's share will decline somewhat, to 74% of the total by 2012.
US tablet and iPad sales, 2010-2012:
- 2010: 8.5 million iPad units / 9.7 million total tablet units
- 2011: 19.4 million / 24.0 million
- 2012: 30.1 million / 40.6 million
Worldwide, tablet sales will increase even more quickly, and the iPad will be slightly less prominent; but retain the greatest part of the market, projected at 69% in 2012. The US will account for most tablet and iPad sales over the period.
As tablets catch on with consumers, the installed base of US tablet users will increase exponentially, but remain a relatively small share of the total population. By 2012, eMarketer forecasts nearly 41 million Americans will have a tablet device, or 12.8% of the total.
According to September 2010 data from the Pew Internet & American Life Project, tablet ownership is significantly higher among affluent adults. Among survey respondents with household income of at least $75,000, tablet penetration was 9%, compared to 5% among those making $50,000 to $74,999 and just 2% among the lowest-income group ($30,000 or less). This mirrors the patterns seen for ownership of a variety of internet-connected devices, including desktop and laptop computers, but with much lower overall penetration. Cellphones, in contrast, have a much flatter distribution by income. (eMarketer, December 2010)
Last Updated on Tuesday, 30 April 2013 10:43