A new study from Online Publisher Association (OPA) revealed that tablet audience behavior, primary activities of use, purchase behavior and users’ attitudes toward tablet advertising. The study was fielded by Frank N Magid Associates, which surveyed a nationally-representative sample of 2,540 internet users between the ages of 8 and 64. The study done by considering three aspects of the overall tablet audience: the number of consumers using tablets, the type of tablets they are using and the demographics of tablet users.
Tablet adoption has significantly increased in the past year; 2012 saw 31% of the U.S. internet population owning tablets (74.1 million users), up from 12% (28.3 million users) in 2011. Furthermore, by the year 2013 this figure is expected to increase with a projected 47% of the U.S. internet population (117.4 million users) owning tablets.
Of these tablet users, the Android platform has drawn level with iOS. 52% of tablet owners have an iOS operating system; while 51% use an Android powered tablet. This is a drastic change from 2011, which saw 72% of tablet owners use some form of the iPad while only 32% used an Android tablet.
The demographic breakdown of those buying tablets is also experiencing a shift. Tablet adoption is trending older and more balanced between males (56%) and females (44%). Additionally, the majority of tablet users (59%) are coming from affluent households earning an income of $50K or more.