Portrait of Today’s Tablet User

Rush Brandis of the California State Library shares this report on today's tablet users (Apple Computer's iPad and other brands of tablets)
Key findings from “A Portrait of Today’s Tablet User” include:

• Today’s 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
• 79% of app downloaders have paid for apps in the last 12 months; 26% of all apps downloaded are paid
• On average, those who have downloaded apps on tablets have spent $53 on apps in the past 12 months
• In addition to iTunes, Amazon and Google, 29% of tablet users would prefer to buy apps from their cable company or internet provider and 25% would prefer to buy their apps directly from publishers

“The tablet also provides a rich platform for advertisers with 46% indicating that they found tablet advertising within newspaper and magazine apps to be relevant, unique and interesting,” continued Horan.
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 HH income in excess of $50,000
• 56% of tablet users who watch video watch full-length TV and 55% watch full-length movies

 

 

 

The full report is at

 

http://onlinepubs.ehclients.com/images/pdf/MMF-OPA_--_Portait_of_Todays_Tablet_User_--_Jun11_%28Final-Public%293.pdf

 

http://www.online-publishers.org/index.php/opa_news/press_release/opa_releases_findings_of_new_tablet_study_and_implications_for_online_ind

 

or

 

http://tinyurl.com/tabletstudy