Portrait of the tablet user

A new study of over 2,500 tablet users in the US (produced by the Online Publishers Association (OPA) and Frank N Magid Associates) makes interesting reading.Tablet ownership explosion

  • 74 million US users have a tablet device - this constitutes a 31% adoption rate (up from 12% in 2011)
  • Adoption rate is expected to hit 47% by Q2 in 2013
  • 58% of tablet users are ‘very satisfied' with their device
Embedded use
  • 74% of table owners use them every day
  • On average users are spending 13.9 hours with their tablets.
  • 32% are using two screens for 3.1 hours per day.
Main tablet activities
  • 94% cite accessing content/information is their main tablet activity
  • Other key activities include accessing email, news, weather and entertainment content
Paid content and advertising
  • 61% of tablet users have purchased content in the past year.
  • The tablet app market is estimated at $2.6 billion for 2012 (almost doubled figures for 2011)
  • 38% of tablet users have made purchases after seeing tablet advertising
You can access the full report here.Read more analysis of the report on TheNextWeb