More than one-quarter of tablet users who watched videos had paid for content
The maturation of the tablet market continues unabated—eMarketer estimates that there will be 69.6 million tablet users in the US by the end of 2012, and 133.5 million tablet users by 2015. The disruptions caused by tablet adoption stand to have far-reaching implications for the way people purchase and consume digital content, especially video.
Those with smartphones are showing themselves to be eager adopters of tablets, according to a report on US smart device users by comScore. According to the research, 24% of smartphone users had used a tablet in the three-month period ending April 2012, an increase from 10% recorded a year earlier.
The report found that tablet users were taking full advantage of the larger screens offered by the devices, with 53% reporting that they had watched videos or TV programming on a tablet at least once in the past month. comScore also found that more than one-quarter of tablet owners who watched videos at least once a month were paying for video content. And nearly 10% of tablet users overall said they watched content on their tablets almost every day. That’s compared with a paltry 3% of those with smartphones who said they used the devices to watch videos nearly daily.
Tablet owners were found to be generally older and to have higher incomes than smartphone owners, which is understandable given tablets’ higher price point.
Overall, tablet owners skewed slightly female, and the highest share by age, 24%, occurred within the 25 to 34 demographic.
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Check out today’s other articles, “What Defines a 'Data-Driven' Company?” and “A Majority of Households in Asia-Pacific to Have Digital TV by 2016.”