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iPad and tablets transforming digital consumption

A new report on tablet user behaviour from the US sheds a fascinating insight into the way the device has penetrated the technology market.

In the new report from digital measurement company comScore, it was revealed that one in four smartphone users also used a tablet device in the first three months of the year.

Tablets and video

But the advent of tablets appears to be big news for video content online; tablet users, whether watching on an iPad or other tablet device, were three times as likely to watch video on their tablet than smartphone users. Interestingly 10% of tablet users watched video content daily on their gadget.

“Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home,”

said Mark Donovan, comScore SVP of Mobile.

“It’s not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing.”

Link between smartphone and tablets

In April 2012, 16.5% of mobile subscribers did use a tablet, up nearly 12% in the past year. In terms of audience and the age of users, tablet users are similar to those of smartphone users, but the research reveals that tablet users are slightly more likely to be female.

When it comes to the age of users however, tablet users in the US generally appear to be older than those using smartphones. For both devices, most users are aged between 25 and 44. However, tablet users were 28 percent more likely to be in the 65 and older age group.

While this research was based on the US market, it is more than likely a pattern that will translate similarly to UK users of smartphones and tablets.


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