A new study by the Online Publishers Association found that 12% of the U.S. internet population (ages 8-64) owns or uses a tablet, and that number is expected to jump to 23% by early next year — incredible growth for such an emerging device.
There are big implications here for the TV industry. A Nielsen study we published last month discovered that iPad users spend most of their time with the device in front of TV. And the OPA study found that 56% of tablet users watch full-length TV clips. The TV and tablet are increasingly linked, and in some cases, interchangeable. Also from the OPA study:
- 87% of tablet users are accessing content and information, the dominant activity for this device
- 93% of tablet users have downloaded apps; the average tablet user has downloaded 20 apps
- 79% of app downloaders have paid for apps in last 12 months; 26% of all apps downloaded are paid
- On average, those who have downloaded apps on tablets have spent $53 in the past 12 months
- In addition to iTunes, Amazon and Google, 29% of tablet users would prefer to buy apps from their cable company or internet provider and 25% would prefer to buy their apps directly from publishers
- 60% of tablet users are males; 48% are 18-34 years old
- 43% of tablet users have HH income in excess of $50,000
All of these metrics add up to what the BBC called earlier this month, an “amazing opportunity.” And it helps explain the explosion in second-screen app development associated with TV (see our latest second-screen app reviews.)
The full OPA tablet study is available here (.pdf).
