Mark Donovan, comScore SVP of Mobile, observes that “... tablets are one of the most rapidly adopted consumer technologies in history... poised to fundamentally disrupt the way people engage with the digital world... on-the-go and... in the home...”
In April 2012, 16.5% of mobile phone subscribers used a tablet, representing an increase of 11.8 percentage points in the past year. Growth in market penetration was even more apparent among the smartphone population with nearly 1 in 4 using a tablet device in April, an increase of 13.9 percentage points in the past year. A lower 10.4% of feature phone owners use a tablet, suggesting that smartphone ownership is highly predictive of tablet adoption in the current market.
| Tablet Users Among Mobile Audiences (Total U.S. Mobile Subscribers; Ages 13+; 3 Mo Average) | |||
| % of Respondents Using Tablet | |||
| Apr 2011 | Apr 2012 | Point Change | |
| Total Mobile (Feature Phone & Smartphone) |
4.7%
|
16.5%
|
11.8
|
| Smartphone Only |
9.7%
|
23.6%
|
13.9
|
| Feature Phone Only |
2.3%
|
10.4%
|
8.1
|
| Source: comScore MobiLens, June 2012 | |||
A demographic analysis of mobile device audiences indicated that tablet and smartphone audiences closely resemble one another in terms of gender composition, with tablet users just slightly more likely to be female than smartphone users.
However, the age composition of audiences showed that tablet users skewed noticeably older than smartphone users. For both devices, the heaviest overall audience concentration was between the ages of 25 and 44. Compared to smartphone owners, tablet users were 28% more likely to be in the 65 and older age segment, and 27% less likely to be age 18-24.
Tablet users also skewed towards upper income households, likely a function of the high price point of these devices still considered a luxury good to many consumers. Nearly 3 in 5 tablet users resided in households with income of $75,000 or greater, compared to 1 in every 2 smartphone users.
More than half of tablet users watched video and/or TV content on their device in April 2012, compared to just 20% of the smartphone audience, with larger screen sizes making tablets more conducive to video consumption than their smaller-screen cousins, says the report.
Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9% of tablet users watching video content at least once a week, and 9.5% watching video nearly every day on their device. Of those viewing video at least once during the month, 1 in 4 paid to watch content, highlighting the tremendous monetization potential this platform represents for content providers.
| Video/TV Viewing on Device for Tablet and Smartphone Audience (Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+; 3 month avg. ending Apr. 2012) | ||
| Viewing Frequency | % of Tablet Audience | % of Smartphone Audience |
| Ever in month |
53.0%
|
20.0%
|
| Once to three times throughout the month |
24.6%
|
10.3%
|
| At least once each week |
18.9%
|
6.7%
|
| Almost every day |
9.5%
|
2.9%
|
| Source: comScore TabLens and comScore MobiLens, June 2012 | ||
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