A recent report from the Pew Research Center shows that tablet ownership nearly doubled thanks to holiday gift giving. In December, approximately 10 percent of adults surveyed claimed ownership of a tablet. Only a month later, in January 2012, 19 percent of adults surveyed were proud owners of one. Dedicated e-book readers experienced the same surge in growth over the past month.
Pew research points to low-cost tablets like Amazon’s Kindle Fire and Barnes & Nobel’s Nook Tablet as well as both companies dedicated e-readers as partly responsible for the growth spurt. The Kindle Fire has been reported as being a huge hit over the holiday season because of its $199 sticker price, but Apple Insider pointed out that Apple executives have said they are not concerned with Amazon’s tablet because they believe it will further fragment Google’s Android platform.
Analysts are predicting record sales for Apple in 2012, further solidifying its number one spot in the tablet market. The rumored iPad 3 is likely to help the company’s growth. Sterne Agee analyst Shaw Wu says that Apple is going to sell 48 million iPads during 2012.
Pew’s survey shows that tablet and e-reader sales in the U.S. have grown significantly over the past few months with 29 percent of Americans owning at least one of the devices in January versus 18 percent in December.
College graduates and households with an income above $75,000 were the largest group of device owners. The 30-49 year-old age group had the highest percentage of tablet and e-reader ownership.
Pew’s data comes from ongoing surveys by the company’s Internet and American Life Project which tracks growth in ownership of tablets and e-readers. The pre-holiday study was conducted from 2,986 people age 16 and older between November 16 and December 21, 2011. The post-holiday study combined two surveys of 1,000 and 1,008 people age 18 and older conducted January 5-8 and 12-15, 2012.