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Insight/ Market Research

15 Mind-Blowing Stats About Tablets

by Giselle Abramovich
Senior & Strategic Editor
CMO.com

See More by this author >
tablet

Article Highlights:

  • Smartphone and tablet usage patterns are very different.
  • Tablets are the "lean-back" device.
  • The Internet accounts for 24 percent of total device usage for U.S. iPad owners.

Tablet devices have been officially proclaimed the "lean-back" device, and this means many new opportunities for engagement with consumers. While often compared to and even referred to as mobile devices, tablets aren't mobile at all. The majority of people aren't using them to shop in-store or get information on the go either. 

To get a better sense of how people use their tablet devices, CMO.com compiled some must-know stats from around the Web.

1. Thirty percent of U.S. households with Internet access own at least one tablet.

2. Inter­net users view 70 percent more pages per visit when brows­ing with a tablet com­pared to a smartphone.

3. Twenty-five percent of viewing time of streaming video on tablets is spent with content more than 60 minutes long.

4. The Internet accounts for 24 percent of total device usage for U.S. iPad owners.

5. Forty-eight percent of U.S. households will own tablets by 2014.

6. Smartphones accounted for 70 percent of mobile ad impressions in Q1 2013, compared to 25 percent for tablets, and 5 percent for feature phones.

7. Sixty-eight percent of U.S. tablet owners who use their devices while watching TV use them to surf the Web.

8. Thirteen percent of U.S. tablet owners who use their devices while watching TV have used them to find coupons or deals related to programs.

9. Female iPad owners spend an average of 15 hours, 5 minutes per month using mobile apps, compared to 12 hours 24 minutes for males.

10. Fifty-six percent of U.S. households earning $75,000 per year or more own a tablet.

11. More tablets will be shipped in 2015 than desktop computers and laptops combined.

12. Worldwide spending on tablets will increase by 32 percent in 2013.

13. Almost 90 percent of tablet users who visit e-commerce sites do so via an iPad.

14. Tablets accounted for 14 percent of time spent shopping online in Q1 2013.

15. Fifty percent of U.S. tablet owners have posted a Facebook status update about an upcoming vacation.

About Giselle Abramovich

Giselle Abramovich is senior & strategic editor at CMO.com. Previously she wrote for outlets including Direct Marketing News, Mobile Marketer, Mobile Commerce Daily, Luxury Daily, and Digiday. Reach her at abramovi@adobe.com, or follow her on Twitter @GAbramovich.

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