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Gamers Make Up Largest Tablet Content Audience

Majority of US internet users will use a tablet this year

This year, for the first time, the majority of US internet users will use a tablet. The number of individuals of any age who use a tablet at least once per month rose dramatically in 2012. eMarketer expects adoption to remain steady into 2017 as tablet prices drop, though growth will not be as robust as in previous years, according to a new eMarketer report, “US Tablet Users: Q3 2013 Forecast and Comparative Estimates.”

Tablets are commonly used around the home, and the larger screens they offer make them ideal for leisure activities like playing games, accessing social networks and watching videos. Tablet adoption drives content consumption, and growth will slow significantly for all US tablet content audiences between 2013 and 2014.

US tablet gamers will be the largest tablet content audience included in our forecast. Three-quarters of tablet users will play games regularly on such a device. eMarketer estimates that between 2013 and 2017, the number of tablet gamers will rise from 96.1 million to 143.0 million. Percentage gains will come in at 49.2% this year and will remain in the double-digits through 2015.

US tablet music listeners will have the second-largest tablet content audience among the three areas in our forecast. Nearly 85 million people in the US will listen to music on a tablet via direct download or live stream this year—representing two-thirds of tablet users, or 57.5% of digital music listeners. By 2017, eight in 10 people who use tablets, or just less than half of US internet users, will be tablet music listeners.


The full report, “US Tablet Users: Q3 2013 Forecast and Comparative Estimates,” also answers these key questions:

  • How many people in the US will use tablets, iPads and ereaders between 2013 and 2017?
  • How will the adoption of other tablet models affect the share of the US iPad audience?
  • How many people will play games, listen to music or access social networks via a tablet in the coming years?
  • How will the growing number of tablet users affect the US ereader audience?
  • How do age, race/ethnicity and gender influence US tablet and ereader usage patterns?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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