Tablets Gain Mobile Video Viewers

by , Jun 20, 2012, 7:19 AM
  • Comment
  • Recommend
Subscribe to Research Brief

According to a new comScore release on insights into the U.S. tablet market, tablets have reached a critical mass in the U.S. with 1 in every 4 smartphone owners using tablets during the three-month period ending April 2012, and nearly three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 tablet users viewing video content almost daily on their device.

Mark Donovan, comScore SVP of Mobile, observes that “... tablets are one of the most rapidly adopted consumer technologies in history... poised to fundamentally disrupt the way people engage with the digital world... on-the-go and... in the home...”

In April 2012, 16.5% of mobile phone subscribers used a tablet, representing an increase of 11.8 percentage points in the past year. Growth in market penetration was even more apparent among the smartphone population with nearly 1 in 4 using a tablet device in April, an increase of 13.9 percentage points in the past year. A lower 10.4% of feature phone owners use a tablet, suggesting that smartphone ownership is highly predictive of tablet adoption in the current market.

Tablet Users Among Mobile Audiences (Total U.S. Mobile Subscribers; Ages 13+; 3 Month Average)

 

% of Respondents Using Tablet

 

Apr 2011

Apr 2012

Point Change

Total Mobile (Feature Phone & Smartphone)

4.7%

16.5%

11.8

Smartphone Only

9.7%

23.6%

13.9

Feature Phone Only

2.3%

10.4%

8.1

Source: comScore MobiLens, June 2012

A demographic analysis of mobile device audiences indicated that tablet and smartphone audiences closely resemble one another in terms of gender composition, with tablet users just slightly more likely to be female than smartphone users.

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

Tablet users also skewed towards upper income households, likely a function of the high price point of these devices still considered a luxury good to many consumers. Nearly 3 in 5 tablet users resided in households with income of $75,000 or greater, compared to 1 in every 2 smartphone users.

Tablet and Smartphone Audience Demographic Profile (Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+; 3 Month Average Ending Apr. 2012)

 

% Share of Tablet Audience

% Share of Smartphone Audience

Index of Tablet to Smartphone Audience (100=Avg.)

Total Audience

100.0%

100.0%

100

Male

49.2%

51.6%

95

Female

50.8%

48.4%

105

Age:

   13-17

7.3%

6.5%

112

   18-24

12.3%

16.9%

73

   25-34

24.4%

25.3%

96

   35-44

21.4%

21.2%

101

   45-54

17.8%

15.7%

113

   55-64

10.1%

9.2%

110

   65+

6.8%

5.3%

128

Household Income:

   <$25k

7.4%

11.7%

63

   $25k to <$50k

17.7%

19.5%

91

   $50k to <$75k

18.9%

19.5%

97

   $75k to <$100k

18.3%

15.9%

115

   $100k+

37.7%

33.4%

113

Source: comScore TabLens and comScore MobiLens, June 2012

N.B. comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.

More than half of tablet users watched video and/or TV content on their device in April 2012, compared to just 20% of the smartphone audience, with larger screen sizes making tablets more conducive to video consumption than their smaller-screen cousins, says the report.

Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9% of tablet users watching video content at least once a week, and 9.5% watching video nearly every day on their device. Of those viewing video at least once during the month, 1 in 4 paid to watch content, highlighting the tremendous monetization potential this platform represents for content providers.

Video/TV Viewing on Device for Tablet and Smartphone Audience (Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+; 3 month avg. ending Apr. 2012)

Viewing Frequency

% of Tablet Audience

% of Smartphone Audience

Ever in month

53.0%

20.0%

Once to three times throughout the month

24.6%

10.3%

At least once each week

18.9%

6.7%

Almost every day

9.5%

2.9%

Source: comScore TabLens and comScore MobiLens, June 2012

For additional information from comScore, please visit here.

 

 

 

Be the first to comment on "Tablets Gain Mobile Video Viewers"

Leave a Comment

Sign in to leave a comment. Don't have an account? Join Now

Recent Research Brief Articles

» Research Brief Archives