According to a new study by the OPA and Frank Magid Associates, tablet usage is exploding, and tablets have become embedded in people’s lives. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).
The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.
Pam Horan, President of the OPA, says “... 61% of tablet users is... purchased tablet content in the past year... 38% of tablet users have made a purchase after having seen tablet advertising... purchasing an average of $359 in products...in the past year... 29% of tablet users also indicated that tablet advertising drives them to research products... 23% have clicked on an advertisement... ”
The report summarizes the tablet audience report as follows:
And, classified by age, tablet users are currently predominate in the 25 to 44 age group. Overall, the report concludes that the tablet user base is trending older, as the proportion aged between 8 and 24 has fallen 8% over the past year, while the proportion aged 35 to 54 has grown 8%.
Tablet Users (% Share, June 2012)
% Using Tablet
Source: Online Publishers Association, June 2012
Included in the OPA report is a summary of the content variety in the regular weekly use of the tablet.
Tablet Content Use
Regular Weekly Viewing
% of Users
Source: OPA/Census Bureau/eMarketer, June 2012
More key findings from “A Portrait of Today’s Tablet User – Wave II” include:
Horan also noted that “... tablet users are... becoming cross-platform consumers, with 32% of tablet users simultaneously using two screens for 3.1 hours per day... 29% simultaneously using three screens for 2.8 hours per day... an incredible opportunity for cross-platform advertising campaigns.”
Additional information, summarized by Marketing Charts, includes the following.
Women, who made up 51% of the survey respondents, accounted for 44% of the tablet user base, up 4% from the previous wave of the survey. And among respondents who do not currently own a tablet but plan to purchase one in the next 12 months, 52% are female.
Higher-income households over-index in tablet usage. Respondents with an HHI of at least $100k accounted for 20% of the tablet user base, as compared to 12% of the survey sample. Similarly, those with an HHI of at least $50k accounted for 59% of the tablet users, versus 41% of the total sample.
For additional information from the OPA, and to download a copy of the study’s findings in PDF format, click here.
I find it extremely hard to believe that the household penetration level of the Kindle Fire is at 28% compared to the 31% of the iPad 2. (slide 7) While Amazon does not report numbers most research shows the shipments to be a fraction of the iPad.