New York—Tablet ownership is projected to double in the next 12 months, according to a report released by the Online Publishers Association.
OPA's “A Portrait of Today's Tablet User”
found that 12% of the U.S. online population owns or uses an iPad or other tablet device and another 11% plans to purchase a tablet device in the next year; that would push the estimated number of tablet owners to 54 million.
About nine of 10 (93%) respondents had downloaded an app in the past 12 months; the average user downloaded 20. Of those who had downloaded an app, 79% paid for content. Additionally, 26% of all downloaded apps were paid. Respondents who downloaded apps in the past year spent $53 on average on them. The study was conducted online in April by Frank N. Magid Associates and had 2,482 respondents between the ages of 8 and 64.