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As you may well already know, tablet usage has exploded in the past two years and is still set to grow steadily in the next several years.   Tablet usage has reached “critical mass” in the U.S. and is set to have a big impact on how consumers engage with the digital world, according to comScore data released yesterday.  As a matter of fact, recently-released data from Nielsen show that consumers’ tablet usage is already affecting their use of other devices: 32% of desktop computer owners with tablets and 30% of laptop owners with tablets were using their computers less. On the other hand, findings also show that about a quarter of owners of other portable devices were using these devices more.  In addition, comScore’s data show that tablet users were three times more likely to watch video on their tablets compared to smartphone users.

This week, eMarketer released numbers to showing just how quickly tablet (and specifically iPad) usage is growing.  Though impressive, the numbers are not surprising, given that 1) tablets having bigger screen sizes than smartphones, 2) tablets are more portable than laptops, and 3) new tablets are being released every year and are becoming more affordable.



Based on the charts above, below are some key highlights and takeaways I think are important for mobile marketers & advertisers to consider.



  • iPad users currently comprise 83% of all tablet users, but will flatten out at 68% of all tablet users by 2015
  • Overall number of iPad users will be 90.8 million in 2015 as opposed to 53.2 million in 2012
  • Tablet usage in the U.S. is set to grow 106.5% this year, compared to the previous year, and will grow steadily, though at a decreasing rate, through 2015
  • Those most likely to use a tablet have been those in the 25-44 age range


  • Tablets are playing a bigger role in not just mobile marketing strategies, but end-to-end digital marketing strategies as well
  • As tablet usage negatively impacts PC usage, some advertisers just may shift some of their marketing budgets from online advertising to tablet advertising
  • More mobile marketing strategies will take advantage of tablet users’ tablet-shopping habits, where and when they use their tablets, how they use their tablets, etc.
  • Businesses need to ensure their websites are not only mobile phone-optimized, but also tablet-optimized to capture the growing amount of consumers shopping through tablets
  • In the future, as new versions of tablets are released every so often and loyal users upgrade while keeping their old tablets, tablet penetration may well exceed 100% of the population


This all makes me wonder, what will eventually happen with old tablets that get replaced? What do you think? Share your thoughts with us in the comments!



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