eMarketer estimates there will be nearly 70 million tablet users in the US by the end of this year, an increase of more than 100% over 2011, and that robust penetration gains will continue annually through 2015. Currently, around one in five consumers in the country uses such a device at least once per month, but research indicates not all those users are created equal.
A March survey conducted for Adobe by Keynote Systems found the tablet activity mix varied significantly by age. For all tablet owners under age 50, playing games was the most common activity. For the youngest tablet owners, ages 18 to 29, this was followed by shopping, reading books and email. Email had a much greater importance among 30- to 49-year-olds, who were about twice as likely to use their tablets for email purposes than were their younger counterparts. For 50- to 64-year-olds, email was the most common tablet activity overall, with this group nearly three times as likely than the youngest users to say it was their most common tablet activity.