Media Content Drives Tablet Purchase Intent

Half of those familiar with tablets and ereaders plan to purchase one in the next year

eMarketer, 3/24/11

Tablets and their not-too-distant relatives, ereaders, have become prized platforms for consuming digital media. 2010 sales of both types of device were strong, according to International Data Corporation (IDC). Worldwide, 10.1 million tablets were shipped in Q4, up from 4.5 million in Q3. Ereader shipments rose from 3 million in 2009 to 12.8 million in 2010. eMarketer estimates worldwide tablet sales will reach 24 million this year, about 80% of which will be iPads.

Research from Boston Consulting Group (BCG) confirms that tablet and ereader purchase intentions are high, especially among those who are already familiar with the devices. Half of internet users in the US who knew about tablets and ereaders planned to buy one in the next year, and 70% were considering a purchase in the next three years. Worldwide interest was nearly as high.

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