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Primary use of tablets: Accessing content, OPA finds

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New York—The dominant activity of tablet users is “accessing content and information,” as reported by 94% of respondents to “A Portrait of Today's Tablet User—Wave II,” a study released by the Online Publishers Association. The report also found that 67% of respondents use tablets to access the Internet while 66% check email on the devices. Of the respondent accessing content, 54% watch video, 49% get weather information and 37% access national news. About three in 10 tablet users (29%) said tablet advertising drives them to research products, and 23% said they have clicked on an advertisement appearing on their tablets. The survey found that current U.S. tablet adoption is at 31%, up from 12% last year. “The growing base of tablet users is also showing a healthy appetite for paid content, with 61% having purchased tablet content in the past year,” said Pam Horan, president of OPA, in a statement. The online study, performed by Frank N. Magid Associates, was conducted in March and drew 2,540 respondents ranging in age from 8 to 64.
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