Just two years after the launch of the original iPad, tablets have reached a “critical mass” in the U.S., according to a new report from comScore.
The data measurement company found that smartphone adoption has exploded, with nearly one in four smartphone owners (or 23.6 percent) also using tablets during the three-month period ending this April. A year prior, just 9.7 percent of smartphone owners also used tablets.
In comparison, a lower 10.4 percent of basic phone owners now also use a tablet, indicating that “smartphone ownership is highly predictive of tablet adoption in the current market,” comScore said.
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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 25-44. Compared to smartphone owners, tablet users were 28 percent more likely to be in the 65 and older age segment, and 27 percent 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.