Nielsen Finds Tablet Owners Hungry for Ads, Books and Video
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It may feel as if everybody you know has purchased a tablet of one variety or another, but a report presented by Nielsen at the paidContent Mobile conference today indicates that only 5% of consumers actually have one.
With only a 5% adoption rate, this puts tablets behind all other wireless devices. Smartphones lead the pack with a rate of 36%, followed by media players at 13%, e-readers at 9% and netbooks at 8%. While these numbers may appear discouraging at first, they actually represent a significant opportunity for growth, particularly for Apple whose iPad currently enjoys an 80% market-share. The report does not delve into the reasons for these rates but it could be suggested that they are due in part to a higher purchase cost and availability.
The report also indicated that these early tablet users use their devices as true companions to their lives. This is indicated by statistics such as the 70 percent of users that user their tablets while watching television.
It also appears that tablet users are not only more likely to use their devices to stream media and read books they are also more likely to pay for the luxury of doing these things advertisement-free.
I think the most significant information stemming from this report is the high rate of smartphone adoption and their being found to be the most-used device in a wide variety of scenarios. Not only do smartphones most closely mimic the functionality of tablets, they also inspire brand loyalty. As smartphone attachment increases, it is reasonable to expect people will want the extension of functionality that comes from adding a tablet to their array of wireless devices.
[Via PaidContent]
