Who Uses Tablets?

According to a new study by the OPA and Frank Magid Associates, tablet usage is growing quickly.

  • Accessing content and information: 94%
  • Accessing the internet: 67%
  • Checking email: 66%

Tablet users’ primary content-related activities include watching video (54%), getting weather information (49%), accessing national news (37%), and getting entertainment content (36%).

The report summarizes the tablet audience report as follows:

  • 31% of the U.S. Internet population, ages 8-64, uses a tablet (estimated 74.1 million consumers)
  • 58% of tablet users very satisfied with their tablet
  • The majority of tablet users come from households earning $50K or more
  • Tablet penetration is expected to reach 47% by early 2013
Tablet Users (% Share, June 2012)
Age Group % Using Tablet
8-11

6%

12-17

11

18-24

15

25-34

28

35-44

21

45-54

13

55-64

7

Source: Online Publishers Association, June 2012

Included in the OPA report is a summary of the content variety in the regular weekly use of the tablet.

Tablet Content Use
Regular Weekly Viewing % of Users
Watch video

54%

Weather information

49

Local news

41

National news

37

Entertainment

36

Sports

32

Newspaper

32

Magazine

31

Reference materials

26

Financial

25

Lifestyle content

21

Stock market

18

Source: OPA/Census Bureau/eMarketer, June 2012

The study’s findings are available in PDF format.