In the study A Portrait of Today’s Tablet Users—Wave II, the Online Publishers Association (OPA) found that adoption of the electronic gadgets in the United States is up from 2011, and still rising, and that the vast majority of people use the devices to access content and information.
The online survey from the OPA and Frank N. Magid Associates Inc. reached 2,540 individuals between the ages of 8 and 64 from March 19-26, 2012. It found that 67% of those surveyed used tablets to surf the web and 66% checked their e-mail. Other primary activities include watching videos (54%), getting weather information (49%), reading national news (37%), and viewing entertainment content (36%).
The report found that 74% of users use their tablets daily, with 60% using it several times each day. In addition, tablet users spend 13.9 hours per week on the device, 92% of video watched on a tablet involve news and entertainment clips, 23% of all tablet applications downloaded in the past year were paid apps, and that the tablet app market doubled in size from $1.4 billion in 2011 to an estimated $2.6 billion this year.
“The growing base of tablet users is also showing a healthy appetite for paid content with 61% having purchased tablet content in the past year,” said Pam Horan, president of the OPA. “Considering tablets have only been available for a little over two years, the findings of this study truly underscore the possibilities for publishers to grow their business as consumers are willing to open their wallets in order to have original content at their fingertips.”
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