Tablet Use to Triple by 2012

A new study by the USC Marshall Institute for Communication Technology Management highlights the increasing penetration of tablets and smartphones in the North American market. Among the findings: Tablet ownership in North American households is projected to...

A new study by the USC Marshall Institute for Communication TechnologyManagement highlights the increasing penetration of tablets and smartphones in the North American market. Among the findings:



  • Tablet ownership in North American households is projected to increase from 8% in 2011 to 27% in 2012. The biggest growth in tablet users will be among 13- to 44-year-olds.


  • Of current tablet users, 70% are between the ages of 18 and 44. They are slightly more likely to be male than female, and they largely live in high-income households.


  • Members of ethnic groups, including African Americans, Latinos and Asians, are nearly twice as likely to buy a tablet in the next year as Caucasians.


  • Tablet users consume twice as much media as the mainstream, and they increasingly want to control what they watch by using the device as an alternative to traditional TV.


  • Smartphone ownership is expected to increase from 29% in 2011 to 40% in 2012.


  • The highest penetration of smartphones is expected to be in the Latino and Asian markets.




The "Digital Home 3 - The Democratization of Technology" study surveyed 4,000 U.S. homes and 1,000 Canadian homes.
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