It’s an all-digital world for most tablet owners. According to new research from the Consumer Electronics Association (CEA), just over half (54%) of online consumers have purchased tablets for themselves. This research shows a 4% rise in overall tablet ownership and a general tendency on the part of this audience to purchase more electronic devices than other consumers.
The CEA points out that about 62% of tablet owners intend to purchase other electronics devices this year. In January, about 53% of tablet owners showed interest in purchasing more electronic equipment so the interest in digital is growing. At the same time, tablet ownership is likely to expand to 75% of the online market. Analysts note there has been some slowing in tablet buying in the past few months, but the devices are clearly of interest to digital fans. Kevin Tillmann, senior research analyst at CEA, explains that some of the slowdown in tablet purchases can be linked to competition from large-screen smartphones.
Tablet owners say they have purchased the following CE devices:
- Smartphone 86%
- Laptop PC 85%
- Desktop PC 73%
- Video game console 66%
- Digital media player (Apple TV, Roku) 41%
Touchscreen tablet users tend to skew younger than average with nearly 70% of the adult audience being between the ages of 18 and 44 according to AudienceSCAN. This audience is far more interested than average consumers in playing sports like basketball, running/jogging and soccer. In addition to purchasing sporting goods and apparel to use while they’re playing, about 30% of this audience intends to purchase a new car or truck this year. Marketers may want to add tablets to their media mix to reach this audience. About 36% of touchscreen tablet users say a magazine ad they’ve seen in the last 30 days in the print, online, mobile or tablet format has influenced them to take action.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.