Thursday, June 21, 2012

Online Publishers Association releases survey of U.S. tablet users

The Online Publishers Association released a study conducted for it by Frank. N. Magid Associates: "A Portrait of Today's Tablet User, Wave II." Here's a summary of selected findings:
  • Regular tablet users increased from 12% of the population (28.3 million people) in 2011 to 31% of the population   (74.1 million people) in 2012. 
  • The OPA projects that in 2013, tablet users will increase to 47% of the population   (117.4 million people.) 
  • The percentage of respondents using Android tablets increased dramatically: In 2011, the split was 72% iOS/23% Android/12% Other; in 2012, the split was 52% iOS/47% Android/14% Other, primarily due to the popularity of the Kindle Fire (percentages add up to more than 100% because some respondents own/use more than one type of tablet, but only one tablet per operating system was counted.) 
  • The user base is getting older and richer: Tablet users ages 8-24 decreased 8% year-over-year, while tablet users ages 35-54 increased 8%. As for income, households earning $50K or more comprised 41% of the population sampled by the OPA, but 59% of tablet users. In fact, tablet users were overrepresented in every income bracket from $50K to $150K+. 
  • 60% of tablet owners use their tablet several times a day; and addition 14% use it once a day. 
  • The average amount of time that respondents spend using their tablet is 13.9 hours per week, with the most popular times for usage being between 5 p.m. and 11 p.m. 
  • 67% of tablet usage is at home, 15% in school or at work, 14% when commuting or in a car, and 4% while shopping. 
  • 94% of respondents in the 2012 survey use their tablet to access content/information, compared to 87% in 2011. 
  • 69.7 million people use their tablets to access content/information in 2012, compared with 24.4 million in 2011. 
  • 42% use their tablets to read eBooks in the 2012 survey, the same percentage as in 2011. 
  • 31.1 million people use their tablets to read eBooks in 2012, compared with 11.8 million in 2011. 
  • 35% of respondents have purchased at least one eBook for their tablets. 
  • Videos are the most popular type of content accessed by tablet users, and the most popular type of videos are news and sports clips, weather forecasts, excerpts of TV shows, and other short-form news & entertainment. (Note that this doesn't include user-generated content on sites such as YouTube--that's the second most popular type of video.) 
  • Tablet users prefer reading on tablets over reading on mobile phones, PCs, print newspapers and magazines, and dedicated eReaders such as the Kindle and Nook. However, the preferences for tablets vs. eReaders are the closest of all the options: 48% for tablets, 33% for dedicated eReaders, 19% "don't know." (By comparison, 71% of tablet users prefer reading on tablets rather than mobile phones, 23% prefer mobile phones, and 5% "don't know.") 
  • Tablet users have downloaded an average of 22 apps over the last 12 months, of which 77% were free and 23% were paid. 

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