Pew: 19 Percent Of Americans Now Own Tablets, eReaders

After a big holiday season the percentage of people owning eReaders and tablets has nearly doubled — from about 10 percent in early December to 19 percent in January. The data were compiled from several telephone surveys the Pew Internet Project conducted between late November and January.

The chart below provides a demographic breakdown of tablet (not eReader) owners. They skew slightly more male, younger than 50 and slightly more educated and affluent. However the distribution is relatively even across categories — showing that tablets are becoming more mainstream.

If the survey is representative of the larger population (Pew says it is) and can be extrapolated to the larger population, it means that 44.6 million people in the US now own tablets (mostly iPads, Kindle Fires and Nooks).

Marketers now need to recognize these devices as an important category. Google for its part offers tablet-specific advertising options. In addition, tablet owners are much more likely than those on smartphones to complete a transaction.

Mostly used in the home, tablets are really a PC alternative rather than “mobile devices.” According to comScore data (Q3), 6.6 percent of people in the “EU5″ own tablets. Undoubtedly that number is higher after the holiday.

Related Entries

Related Topics: Channel: Strategy | Mobile Marketing | Statistics: Mobile Marketing


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Juan Manuel Velasquez Henao

    Can any one explain me how to share , e-books, e-magazines in a tablet? I share my magazines with colleagues, friends and family. I WOULDNT SHARE MY TABLET IF  I HAD ONE, Would you share your tablet?.   I still prefer my laptop, magazines, books etc. I guess, I´m I´m not totally convinced of this gadget.

  • Matt McGee

    I’m a new tablet owner, Juan – got my first one during the holidays. Just tonight, I twice handed my tablet over to my wife so she could read what I was reading. On other occasions, I use the built-in “share” functions on articles and web pages to email her stuff that I think will interest her. Sharing comes in many forms.

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