U.S. consumers continue to migrate from the traditional printed page to tablets. About 12% of the U.S. population between the ages of 8–64 currently owns a tablet. That figure is projected to rise to 23% by early next year, a statistic that is certain to draw the attention of marketers.
Content is king for tablet owners but they also like apps as the following numbers show:
- Have ever downloaded an app: 93%
- Average number of apps downloaded: 20
- Have ever paid for an app: 79%
Until now, the tablet market has skewed male. About 60% of tablet purchasers have been men. By early next year, marketers will increasingly target women as the purchase intent will shift to 55% female and 45% male. In addition, the largest ownership rates fall in the 18–34 year old range.
As marketers consider these details, they should also know that consumers have specific opinions about ads that appear on their tablets. These opinions broadly break out as follows:
- Relevant 46%
- Unique/interesting 46%
- Eye-catching 38%
- Hard to ignore 38%
In general, the tablet devices appear to have a solid footing in the market. Nearly all, 89%, say they are satisfied or very satisfied with their tablets. Users are especially likely to get weather, listen to music, play games and watch videos on these devices.
As more people engage with tablets for a range of activities and for increasing time periods, marketers will need to roll out apps and ads to be sure they get the attention of consumers on the leading edge of technology.[Source: Portrait of Today’s Tablet User. MMF-OPA. June 2011. Web. 14 Jul. 2011]