Tablet usage behavior - USA
8 in 10 Tablet Owners Discover Apps thru App Store Nearly 80% of tablet owners found out about the apps they downloaded either by browsing or searching an app store or because the app was featured in an app store. This makes app stores far and away the most popular resource tablet owners have for discovering apps. The second-most-popular method, reviews in magazines and newspapers, is used by 55% of tablet owners, 31% less than the 80% using app stores. Other popular ways tablet owners find out about apps are through a link within another app (24% of owners), ads on the internet (23% of owners) and recommendations from family and friends ( 21% of owners). Offline ads (TV, magazines, newspapers, radio) show to be a less effective means of informing tablet owners about apps.
2 in 3 Tablet Apps Free
According to the GfK MRI iPanel, 66% of the apps that tablet owners downloaded in the last 30 days were free, while 34% were paid.
Men More Likely to Own Tablets, Women More Likely to Own E-readers
Looking at the demographics of tablet and e-reader ownership, GfK MRI finds men are slightly more likely than women to own tablets, while women are much more likely than men to own e-readers. Three of men own a tablet, compared to roughly 2.5% of women. However, slightly more than 7% of women own an e-reader, compared to about 5.5% of men. Similar gender differences occur in ownership of iPads and Kindles.
Boomers, Gen Xers Outdo Millennials in Tablet/E-reader
Ownership Examining tablet and e-reader ownership by generation, GfK MRI finds these relatively new technologies defy stereotypes of younger consumers adopting first. About 4% of both Boomers (age 47-65) and Gen Xers (age 35-45) own e-readers, compared to about 2.5% of Millennials (age 17-34). In addition, a little less than 4% of Gen Xers and 3% of Boomers own tablets. Millennial ownership of tablets is about the same as Boomer ownership.
(Source: marketingcharts.com)
