Interesting study conducted by PewInternet.org which conducted a survey in January 2012:
The ownership rate nearly doubled from 10% to 19% during the holiday seasons, for adults owners.
It’s quite impressive and will probably show a huge boost in number of sales for Apple & Amazon.
The ownership rate for e-reader did surge as well, going from 10% to 19% in the same period.
And those are currently clearly 2 different markets: the number of americans owning at least one of those device increased from 18% to 29%. Apparently, e-readers are selling well below the 100$ price tag of the new Amazon fire. Interesting as well is the fact that in December, there was almost no overlap between the 2 categories, and there is a 25% overlap in january. Did some tablet owners got an e-reader for Xmas, or it this former low feature e-reader owners that did receive a brand new tablet under the tree. It will be interesting to know as it could show where the Amazon kindle will take its market share.
But there are other interesting facts in this study regarding the tablet market distribution:
– it’s a 50/50 male / female market, whereas it was a 60% male market in Nov 2010
– 27% of the 30-49 actually own a Tablet, 24% of the 18-29.
– 31% of College graduate own a Tablet, the only category based on Education actually above the 19% average.
– 36% of Household with income above $75.000 own a tablet. Only 8% of houselhold with income below $30.000. This might explains the e-reader market and price positioning.
It’s actually quite interesting figures as it shows several things:
– 19% owning rate is the sign of a fast adoption market, just 20 months after the category birth… Impressive, think that only 35% of household own a game console and you’ll understand my point.
– 31% for education and 36% for household income it the sign that Tablet are no longer a « statutary » gadget (‘every’ white collar as one ) and the market is now moving to a much larger audience
It clearly shows that 2012 is the beginning of a maturing market and it’s development to a larger audience.
