With More Models on the Market, How Are Tablets Stacking Up? - eMarketer

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With More Models on the Market, How Are Tablets Stacking Up?

Amazon Kindle, Samsung Galaxy take No. 2 and 3 spots, respectively

June 19, 2013

With more lower-priced tablets on the market, US ownership of the devices has been rising. According to the Pew Internet & American Life Project’s May 2013 survey, 34% of US consumers owned a tablet that month, for a climb of 9 percentage points in nine months.

Tablet ownership among Hispanics made a big leap, with penetration rates rising from 20% in August 2012 to 34% by May 2013. The study also found that tablet penetration has become somewhat comparable among whites, blacks and Hispanics.

Those with incomes below $30,000 saw penetration double in the same time period, from 10% to 20%. And among the age groups, the biggest jump came from those ages 30 to 49, with tablets in the hands of 44% of this demographic as of May.

Demographic Profile of US Tablet Owners, Nov 2010-May 2013 (% of respondents in each group)

Frank N. Magid Associates surveyed households to see which tablets US consumers were choosing now that so many more options have come to market. The study found that Android tablets (including models with heavily modified Android operating systems) were in use by 59% of tablet-owning households in 2013, the same percentage that reported owning Apple’s iPad or iPad mini. Households often own more than one tablet, which is why the total reaches above 100%.

The iPad remains the dominant tablet model in homes. Just over half of households with tablets reported having one of these devices. The next most popular device was Amazon’s Kindle Fire, with 31% using the device; Amazon introduced the Kindle Fire in fall 2011 and the device was one of the first iPad alternatives to gain significant popularity. Rounding out the top models, 19% of tablet homes had a Samsung Galaxy.

US Tablet Owners, by Model, 2013 (% of total)

In total, 44% of web users in Magid’s survey reported having a tablet in their home this year. That’s a 47% increase over penetration levels seen in 2012, a sign that competition in the tablet market is encouraging a new round of uptake.

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