Tablets Reach Critical Mass in U.S. Market

Tablets have quickly reached a critical mass in the U.S. with almost 20 percent of all  smart phone owners using tablets during the three-month average period ending April 2012. 


A study also found that tablet users were nearly three times more likely to watch video on their device compared to smart phone users, with one in every 10 tablet users viewing video content almost daily on their device, according to comScore. 


“Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home,” said Mark Donovan, comScore SVP of Mobile.


For many app and content providers, the key development is creation of an additional "screen" for content consumption, joining TVs, PCs and smart phones. 

Tablet Users Among Mobile Audiences 3 month avg. ending Apr. 2012 vs. Apr. 2011  Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone), Ages 13+  Source: comScore MobiLens
	% of Audience that Uses Tablet
	Apr-11	Apr-12	Point Change
Total Mobile (Feature Phone & Smartphone)	4.7%	16.5%	11.8
Smartphone Only	9.7%	23.6%	13.9
Feature Phone Only	2.3%	10.4%	8.1