The report found that tablets have quickly reached a critical mass in the US with 1 in every 4 smartphone owners using tablets during the three-month average period ending April 2012. The study also found that tablet users were nearly three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 tablet users viewing video content almost daily on their device.
"Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home," said Mark Donovan, comScore SVP of Mobile. "It's not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing."
In just two years since the launch of the iPad, the first tablet to reach a meaningful market penetration, tablet adoption has exploded fuelled by the introduction of new devices that appeal to various price and feature preferences. In April 2012, 16.5% of mobile phone subscribers used a tablet, representing an increase of 11.8 percentage points in the past year. Growth in market penetration was even more apparent among the smartphone population with nearly 1 in 4 using a tablet device in April, an increase of 13.9 percentage points in the past year. A lower 10.4% of feature phone owners use a tablet, suggesting that smartphone ownership is highly predictive of tablet adoption in the current market.
| Tablet Users Among Mobile Audiences 3 month avg. ending Apr. 2012 vs. Apr. 2011 Total US Mobile Subscribers (Smartphone & Non-Smartphone), Ages 13+ (Source: comScore MobiLens) | |||
|---|---|---|---|
| % of Audience that Uses Tablet | |||
| Apr-11 | Apr-12 | Point Change | |
| Total Mobile (Feature Phone & Smartphone) | 4.7% | 16.5% | 11.8 |
| Smartphone Only | 9.7% | 23.6% | 13.9 |
| Feature Phone Only | 2.3% | 10.4% | 8.1 |
A demographic analysis of mobile device audiences indicated that tablet and smartphone audiences closely resemble one another in terms of gender composition, with tablet users just slightly more likely to be female than smartphone users. However, the age composition of audiences showed that tablet users skewed noticeably older than smartphone users. For both devices, the heaviest overall audience concentration was between the ages of 25-44. Compared to smartphone owners, tablet users were 28% more likely to be in the 65 and older age segment, and 27% less likely to be age 18-24.
Tablet users also skewed towards upper income households, likely a function of the high price point of these devices still considered a luxury good to many consumers. Nearly 3 in 5 tablet users resided in households with income of US$75 000 or greater, compared to 1 in every 2 smartphone users.
| Demographic Profile: Tablet* and Smartphone Audience 3 month avg. ending Apr. 2012 Total US Tablet Owners and Smartphone (Subscribers, Age 13+) | |||
|---|---|---|---|
| (Source: comScore TabLens and comScore MobiLens) | |||
| % Share of Tablet Audience | % Share of Smartphone Audience | Index of Tablet to Smartphone Audience** | |
| Total Audience | 100.0% | 100.0% | 100 |
| Gender: | |||
| Male | 49.2% | 51.6% | 95 |
| Female | 50.8% | 48.4% | 105 |
| Age: | |||
| 13-17 | 7.3% | 6.5% | 112 |
| 18-24 | 12.3% | 16.9% | 73 |
| 25-34 | 24.4% | 25.3% | 96 |
| 35-44 | 21.4% | 21.2% | 101 |
| 45-54 | 17.8% | 15.7% | 113 |
| 55-64 | 10.1% | 9.2% | 110 |
| 65+ | 6.8% | 5.3% | 128 |
| Household Income: | |||
| 7.4% | 11.7% | 63 | |
US$25k to | 17.7% | 19.5% | 91 | |
US$50k to | 18.9% | 19.5% | 97 | |
US$75k to | 18.3% | 15.9% | 115 | |
| US$100k+ | 37.7% | 33.4% | 113 |
*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
**Index = % of Tablet Audience/% of Smartphone Audience x 100; Index of 100 indicates average representation
A closer look at content consumption on tablets found that more than half of tablet users watched video and/or TV content on their device in April 2012, compared to just 20% of the smartphone audience, with larger screen sizes making tablets more conducive to video consumption than their smaller-screen cousins. Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9% of tablet users watching video content at least once a week, and 9.5% watching video nearly every day on their device. Of those viewing video at least once during the month, 1 in 4 (26.7%) paid to watch content, highlighting the tremendous monetisation potential this platform represents for content providers.
| Video/TV Viewing on Device for Tablet* and Smartphone Audience 3 month avg. ending Apr. 2012 Total US Tablet Owners and Smartphone Subscribers, Age 13+ (Source: comScore TabLens and comScore MobiLens) | ||
|---|---|---|
| Share of Audience that Watched Video/TV on Device | ||
| % of Tablet Audience | % of Smartphone Audience | |
| Ever in month | 53.0% | 20.0% |
| Once to three times throughout the month | 24.6% | 10.3% |
| At least once each week | 18.9% | 6.7% |
| Almost every day | 9.5% | 2.9% |
*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
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