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Tablet Ownership Almost Doubles

June 23, 2013

By Jack Loechner, MediaPost

According to the Pew Research Center, 34% of American adults report ownership of a tablet, almost double the 18% adoption rate in April 2012. The report says that adoption spikes in the 35-44 age bracket, and appears to rise alongside educational attainment and household income level.For the first time, a third of American adults own tablet computers:

34% of American adults ages 18 and older own a tablet computer like an iPad, Samsung Galaxy Tab, Google Nexus, or Kindle Fire. Demographic groups most likely to own tablets include:

Along with age, another pattern in tablet adoption is the strong correlation with educational attainment and household income. 49% of adults with at least a college degree own a tablet, significantly more than those at any other education level, including 17% of those who did not graduate high school).

56% of adults living in households making at least $75,000 per year say they have a tablet computer, compared with 38% of those in the next highest income bracket and 20% of those making less than $30,000 per year.

Additionally, 37% of adults living in suburban areas are significantly more likely than those living in rural areas 27% to own a tablet. 50% of parents with minor children living at home own a tablet computer, compared with 27% of non-parents.

Unlike smartphones, which are most popular with younger adults ages 18-34, the highest rates of tablet ownership is among adults in their late thirties and early forties. In fact, almost half of adults ages 35-44 now own a tablet computer, significantly more than any other age group. Adults ages 65 and older, on the other hand, are less likely to own a tablet than younger age groups. There are no statistically significant differences in tablet ownership between men and women, or between members of different racial or ethnic groups.

Tablet Ownership By Demographic Group (American Adults Ages 18+ Within Each Group Who Own A Tablet Computer; % of Adults 18+; May 2013)

Market Niche

% of Population Adopting

Overall

34%

Ages

   18-24

33

   25-34

37

   35-44

49

   45-54

38

   55-64

28

   65+

18

Education

   < High school

17

   High school grad

26

   Some college

35

   College +

49

HH Income

   < $30K

20

   30K-49.9

28

   50K-74.9

38

   75K +

56

Source: Pew Internet Project, June 2013

Penetration stands at 17% among those with less than a high school education, and climbs to 49% among college graduates. Household income level adoption is at 20% for those with less than $30,000 per year, and rises to 56% among those with more than $75,000 per year. Parents with minor(s) living at home report a 50% adoption rate, compared to 27% for non-parents or parents without a minor living at home.

The report shows the increase in general tablet ownership over time, beginning with May 2010 when just 3% of adults said they owned a tablet computer. Almost every major demographic group experienced significant year-to-year growth in tablet ownership between April 2012 and May 2013. In several cases, groups that already had the highest levels of tablet ownership saw the greatest percentage point increases over the past year:

Tablet Ownership Over Time (% of American adults ages 18+; 2010-2013)

Date

% Owning Tablet

May 2010

3%

Sep 2010

4

Nov 2010

5

Jan 2011

7

May 2011

8

Aug 2011

10

Feb 2012

14

Apr 2012

18

Aug 2012

25

May 2013

34

Source: Pew Internet Project, June 2013

Kathryn Zickuhr, Research Analyst, Pew Internet Project, notes that, significantly, "...Tablet adoption has almost doubled over the past year. For the first time a third (34%) of American adults now own a tablet computer, including almost half (49%) of those in their late thirties and early forties and a majority (56%) of those in higher income households... "

Source

"Tablet Ownership Almost Doubles." Jack Loechner, MediaPost, 06/18/13.

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