Tablet Usage in 2012

July 17, 2012 7:53 pm Published by

Tablets are gaining momentum in the market and according to a new report from comScore, tablets have reached a “critical mass” in the U.S.  What this means to you is that you can’t ignore the presence of a tablet user and their demographics.   A comScore demographic analysis of U.S. tablet users yielded the following insightful results:

  • Tablet users are almost evenly split between male (49.2{c2db194752fb8d721def708f1057e2c456bd34d7c76f57f1aa3d1e673d5fbc4c}) and female (50.8{c2db194752fb8d721def708f1057e2c456bd34d7c76f57f1aa3d1e673d5fbc4c})
  • The heaviest audience concentration (45.8{c2db194752fb8d721def708f1057e2c456bd34d7c76f57f1aa3d1e673d5fbc4c} of users) is between the ages of 25-44
  • Compared to smartphone owners, tablet users were 28 percent more likely to be in the 65 and older age bracket
  • Nearly 3 in 5 tablet users resided in households with income of $75,000 or greater

Sound like your market? Then here are some helpful tips to maximize your reach to a tablet user.

1. Video (but not Flash)

Tablet users are far more likely to watch online videos. According to comScore: “more than half of U.S. tablet users watched video and/or TV content on their device in April 2012, compared to just 20 percent of the smartphone audience. Not only were tablet users more likely to watch video, but they were more likely to view video habitually with 18.9 percent of tablet users watching video content at least once a week, and 9.5 percent watching video nearly every day on their device.” Remember that the #1 seller is not flash friendly – don’t alienate iPad users.

2. Think Touch

Remember the size and shape of the average tablet screen and the usage capabilities of the device.  Buttons should be bigger to accommodate a touch, don’t forget that the way the user will register and maneuver around the site is with their fingers.  Don’t make it hard for them to engage.  Remember font size – it should be consistent (you don’t want to have to zoom in and out to read your webpage).  Keep your site simple – don’t overcrowd or provide too much information – give them what they want and let them interact with the information you provide.

3. Test, test and test again

There are a number of operating systems on the market.  Be sure that your website works with all of them. Tablet users are on the move; they are searching for something quick and want the information now – it is a instant gratification device and they are looking to be engaged and entertained.  Don’t let them down.

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