By Kevin McCauley
The Online Publishers Association reports that U.S. tablet use rose to 31 percent of the population, up from 12 percent in 2011.
Its study conducted by Frank N. Magid Assocs. projects a tablet adoption rate of 47 percent a year from now.
Accessing content is the top activity on tablets, cited by 94 percent. That’s followed by surfing the web (67 percent) and checking emails (66 percent).
Pan Horan, president of OPA, says the “growing base of tablet users is also showing a healthy appetite for paid content” as 61 percent of tablet owner used the device to buy content during the past year.
Tablet users purchased an average $359 in products. Twenty-nine percent of respondents say a tablet ad drove them to research a product, while 23 percent clicked on an ad.
Sixty percent of people access a tablet more than once a day.
The survey found that 32 percent of tablet users simultaneously use two screens for 3.1 hours a day and 29 percent use three screens for 2.8 hours a day.
In noting that the tablet market is a little more than two years old, Horan said the survey finding’s “truly underscore the possibilities for publishers to grow their business as consumers are willing to open their wallets in order to have original content at their fingertips.”
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