Who Uses Tablet Devices and Why

The Online Publishers Association (OPA)  study, “A Portrait of Today’s Tablet User,” looks at consumer usage of tablets, content consumption preferences, and implications for advertising on the device. The study find that tablet users view tablets as their preferred reading device over computers and printed media for many types of content, including weather, entertainment, news, sports and financial information.

The study data comes from a nationally representative online survey of 2,482 people, ages 8 to 64 years old in April 2011. The study found

  • 12% of today’s US online population (ages 8 to 64) currently owns or uses a tablet device
  • 11% intend to purchase a tablet device in the next 12 months
  • 79% of app downloaders paid for content in the last year

Tablet users represent 12% of the US internet population ages 8 – 64; that number is projected to grow to 23% by early 2012—a group that represents an estimated 54 million people.

  • 87% of tablet users are accessing content and information, the dominant activity for this device
  • 93% of tablet users have downloaded apps; the average tablet user has downloaded 20 apps

Additional insights regarding tablet users and usage preferences include:

  • 60% of tablet users are males; 48% are 18-34 years old
  • 43% of tablet users have income in excess of $50,000
  • 56% of tablet users who watch video watch full-length TV and 55% watch full-length movies

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