More than 60pc of US tablet users pay for content

19 Jun 2012

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Sales in the tablet app market have almost doubled in the past year as the majority of tablet users pay for content, a study by the Online Publishers Association in the US reveals.

In the US, tablet adoption is at 31pc, and this figure is expected to rise to 47pc by Q2 2013. On average, tablet users spend 13.9 hours per week with their devices, with 74pc using it daily and 60pc using it several times a day.

The majority of tablet users (94pc) use their device to access content and information, while 67pc use it for browsing the internet and 66pc for checking email.

As far as content, most users watch video on their tablet (54pc), use it to get weather information (49pc), check national news (37pc) or access entertainment (36pc).

“Considering tablets have only been available for a little over two years, the findings of this study truly underscore the possibilities for publishers to grow their business as consumers are willing to open their wallets in order to have original content at their fingertips,” said Pam Horan, president of the OPA.

Market growth

The second year of the study, these latest figures show that 92pc of video watched on the tablet is short-form news and entertainment – which includes sports, weather, news and TV show clips – followed by 64pc viewing user-generated content on sites like YouTube.

“The growing base of tablet users is also showing a healthy appetite for paid content, with 61pc having purchased tablet content in the past year,” said Horan. Paid apps account for 23pc of all tablet apps downloaded in the past year and the tablet app market has doubled with an estimated US$2.6bn spent in 2012, up from US$1.4bn in 2011.

Advertising opportunities

The survey also highlights opportunities for advertisers as 38pc of tablet users have made a purchase after having seen tablet advertising. “We also found that tablet users purchased an average of US$359 in products from the device in the past year,” noted Horan. “In addition to strong purchasing trends, 29pc of tablet users also indicated that tablet advertising drives them to research products and 23pc have clicked on an advertisement.”

These tablet users are increasingly becoming cross-platform consumers, with 32pc simultaneously using two screens for 3.1 hours per day and 29pc simultaneously using three screens for 2.8 hours per day. “The two and three-screen audiences are also more likely to purchase a product after seeing tablet advertising, than the general tablet population, providing an incredible opportunity for cross-platform advertising campaigns,” said Horan.

Tablet content image via Shutterstock

Elaine Burke is managing editor of Siliconrepublic.com

editorial@siliconrepublic.com