Tablet ownership among US consumers is on the rise, and growing at a faster rate than that of any other connected device, claims The NPD Group Connected Intelligence, Connected Home Report.
According to the report, as of the third quarter of 2014 there were 109 million tablets in use, an increase of 35 million from last year.
"Now that the tablet market is unmistakably past the early adopter stage we are able to gain visibility into what the user base is still doing with their devices, and in this case it's often video focused activities," said John Buffone, executive director, Connected Intelligence.
The report gives us a general idea of what people are doing with their tablet. For example, 55 percent of tablet users report leveraging a video feature of their device, which means that they used it for video calling or taking, posting, and uploading videos, as well as watching video from a streaming service or app from a TV channel or pay TV provider. Video usage is even more prolific among younger consumers, with 67 percent of tablet users aged 18-34 use these video features compared to 53 percent of 35-54 year olds, and 45 percent of users age 55 and older.
The most common video related feature is watching video from a streaming service or TV channel app.
"Consumers are demonstrating their willingness to spend time using tablets for a broad set of video features, including their vast library of TV and streaming video apps," wrote Buffone. "This provides an opportunity for mobile carriers to promote features such as on-the-go video calling, TV viewing and ability to socialize videos as a reason to attach a tablet to their data plan. Promoting these popular activities could help perpetuate the significant growth in tablet data plan connections already experienced this year."