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Tablet Ownership Nearly Doubles in a Year
Tablet Ownership Nearly Doubles in a Year

By Jennifer LeClaire
June 10, 2013 4:50PM

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"Usage patterns are very different between Kindle Fires and 10-inch iPads, with the iPad mini often ending up someplace in Never Never Land," said analyst Rob Enderle. "The Nexus 7, which sold well for a short period of time, has pretty much ended up as shelf-ware." Pet Rocks also sold in pretty large numbers, despite not being very useful.

Thirty-four percent of American adults ages 18 and older own an iPad, Samsung Galaxy Tab, Google Nexus, Kindle Fire or some other tablet. That's almost twice as many as the 18 percent who owned a tablet a year ago. So says a the latest Pew Internet study.

According to the survey, certain demographic groups are more likely to own tablets than others: those living in households earning at least $75,000 per year (56 percent), compared with lower income brackets; adults ages 35-44 (49 percent), compared with younger and older adults; and college graduates (49 percent), compared with adults with lower levels of education.

Tablet ownership differs from smartphone ownership. For example, Pew reports, smartphones are most popular with younger adults ages 18-34 while the highest rate of tablet ownership is among adults in their late 30s and early 40s. In fact, 49 percent of adults ages 35 to 44 now own a tablet. That's significantly more than any other age group. Adults aged 65 and older, the firm reports, are less likely to own a tablet than younger age groups.

School and Money Factors

Along with age, Pew noticed another pattern in tablet adoption: the strong correlation with educational attainment and household income. Forty-nine percent of adults with at least a college degree own a tablet. That's significantly more than those at any other education level -- including 17 percent of those who did not graduate high school).

What's more, 56 percent of adults living in households making at least $75,000 per year say they have a tablet computer. That compares with 38 percent of those in the next highest income bracket and 20 percent of those making less than $30,000 per year.

When it comes to location, Pew reports that adults living in suburban areas (37 percent) are significantly more likely than those living in rural areas (27 percent) to own a tablet. And parents are also more likely than non-parents to own a tablet: Half of parents with minor children living at home own a tablet computer, compared with 27 percent of non-parents.

Pet Rocks?

Rob Enderle, principal analyst at the Enderle Group, said he believes a more interesting study would be how much tablets are being used and what they are being used for.

"Anecdotally, the usage patterns are very different between Kindle Fires and 10-inch iPads, with the iPad mini often ending up someplace in Never Never Land," Enderle said. "The Nexus 7, which sold well for a short period of time, has pretty much ended up as shelf-ware."

Enderle suspects many tablets aren't used much and points to the phenomenon of iPads purchased to replace laptops themselves being replaced by MacBook Airs.

"Pet Rocks [sold] in pretty large numbers as well, but they didn't find them all that useful," Enderle said. "We are a nation of fad seekers, but the more interesting statistic is how many people are still using the products pretty aggressively."

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Posted: 2013-06-12 @ 6:31pm PT
The Nexus 7 is nice except for the lack of microSD slot. Now it is the ASUS HD7 and Hyundai T7s that matter. is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.

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