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 | |
