As loyal iPad users replace older models and new consumers purchase the device, eMarketer predicts the number of iPad users in the U.S. will rise by over 90% in 2012 to 53.2 million. In fact, the iPad will continue to be in the hands of more than three-quarters of all tablet users in the country during 2012.
That level of growth, however, is down significantly from last year’s 143.9% jump, and will continue to decline; by 2015, the number of iPad users will rise by just under 12%. By then, more than one-third of all U.S. internet users will have such a device.
Compared to iPads, overall tablet penetration is rising more quickly and will reach 29.1% of internet users by the end of this year, but growth will still fall off to 11.9% by 2015.
eMarketer defines tablets as devices with a touchscreen interface, screen sizes ranging from 5 to 14 inches, color displays, Wi-Fi or 3G internet connectivity, and advanced operating systems such as Apple iOS, Google Android, Windows 7 and BlackBerry. Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.
TABLET USERS BY AGE, DEMOGRAPHICS
Broken down by age, the fastest growth among tablet users as a whole will come in the under-12 and 65-and-older age groups, which have relatively low penetration compared with other groups. Those most likely to use a tablet will remain between the ages of 25 and 44, among whom around one-third of the total population will use a tablet in 2012.
eMarketer estimates more than half of tablet users this year to be men (54%), but by the end of the forecast period the gender split is expected to be even. Asians, at 26.2% penetration in 2012, are the most likely racial or ethnic group to use a tablet, followed by Hispanics, at 24%. This compares with 21.4% of whites and 21.5% of blacks.[Source: "iPad User to Nearly Double This Year." eMarketer. 11 June 2012. Web. 13 June 2012.]