The rapid increase in smart device penetration in the US means that 26% of Americans surveyed late last year reported owning a laptop, smartphone and tablet, up from 10% in 2011, per results from Deloitte’s latest “State of the Media Democracy” survey. The biggest jump came in tablet penetration, almost tripling between 2011 (13%) and 2012 (36%). The results come on the heels of a report from the NPD Group that the combined number of smartphones and tablets owned by American consumers has surpassed the installed base of computers for the first time.
The NPD Group press release has since been taken down from the researchers’ site, but the release had mentioned that desktop/laptop penetration was at 93% of internet households, tablets at 53%, and smartphones at 57% of cell phone users. A representative from the NPD Group also cautioned that the installed base data refers to the number of devices owned and in-use, rather than household penetration (% of households with at least 1).
The number of online video ads viewed by Web consumers doubled year over year. In February, Americans saw 7.5 billion video ads, according to comScore’s just-released February online video figures. That’s up from 3.8 billion total video ads a year ago. And while there are variations in the number of ads delivered month by month – 5.6 billion ads delivered in January; 7.1 billion served in December, for instance – the overall trend is positive.
Forrester Press Release
More than 112 million Americans — one-third of the US adult population — will own a tablet by 2016 according to a new Forrester Research report released today. With Apple reportedly set to announce its next-generation iPad tomorrow, the Forrester report shows no significant Android challenger to Apple’s dominance of the tablet market: Our latest consumer survey shows Apple with a 73% market share; no other brand has more than a 6% market share. When we asked consumers which brand of tablet they are considering buying, 61% said Apple, while 24% named Amazon.
For the full release click here
Having surpassed 50% penetration among the general population in 2011, online video viewing is now a mass-market pursuit. Increasing numbers of Americans are watching more content on more devices than ever before.
Even though growth rates will necessarily slow as the number of users swells from year to year, there is still room for expansion. By 2015, US online video viewers will represent 60% of the general population and 76% of internet users.
Tablet devices, in their current incarnation, have only been available for a couple years, but the iPad has propelled them to rapid increases in ownership and usage. eMarketer estimates that by the end of 2011, 33.7 million Americans will use a tablet device at least monthly—a rise of 158.6% over last year, the year the iPad was released.
Growth will slow to double digits beginning in 2012, but the number of users will rise to nearly 90 million, or 35.6% of all internet users, by 2014.