Tablet adoption to grow by 40 percent by 2016, report says

Rapid tablet adoption over the next four years could be accredited to shifts in consumer behavior when it comes to productivity and digital content.
Written by Rachel King, Contributor

Tablet adoption is forecasted to grow by at least 40 percent by 2016, according to a new report from Javelin Strategy & Research.

That's actually an impressive rate when you consider that the tablet market growth rate was reportedly only 8 percent in June 2011.

In terms of how many people actually own tablets, Javelin reports that 13 percent of U.S. consumers had tablets by the end of December 2011, with an additional 15 percent also toting e-book readers.

There are a variety of factors at play here, but Javelin researchers posit that growth will mainly stem from consumer behavior shifts, indicating that the tablet calls for more leisure time usage over smartphones and PCs.

The most common shifts in behavior seen with tablet owners revolves mostly around media content, such as reading digital books and magazines as well as streaming videos. But tablets also open more doors for productivity as well, especially when it comes to email, paying bills online and mobile banking.

Interestingly, there might be something said for HTML5 when it comes to mobile banking. Javelin researchers found that tablet owners are more likely to access their bank accounts on a tablet via a web browser rather than an optimized app. Nevertheless, the ones who used apps accessed their bank accounts on a tablet more frequently.

Additional findings from the report:

  • Tablet owners are typically found to be young (between the ages of 25 and 44) and "wealthy" (incomes of $100,000 or more).
  • They're also more likely to also have student and car loans, mortgages, and several major credit cards a piece
  • Amazon and Android are quickly gaining traction in the tablet market, yet Apple remains on top as the iPad is said to hold 55 percent of the market share
  • Men and women are equally likely to own tablets.

Graph via Javelin Strategy & Research


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