According to a recent study by market research firm comScore, tablets are "one of the most rapidly-adopted technologies in history."
25% of smartphone owners used a tablet between February and April this year in the US, an increase of 14% over 2011, comScore says. Tablet owners are discovering new ways for usage. "Once consumers get their hands on their first tablet, they are using them for any number of media habits," said Mark Donovan, Senior Vice President of Mobile at comScore.
The comScore research demonstrates that video is very popular on tablets, with 10% of owners watching video every day on their device, compared with just 3% for smartphone owners. Around 25% of tablet owner paid to access video, which is encouraging for entertainment firms.
The study also found that tablet users were nearly three times more likely to watch video on their device compared to smartphone users, with one in every 10 tablet users viewing video content almost daily on their device.
Apple's iPad still dominates largely the tablet market with a 68% market share, compared to 32% for Android tablets. The latest iPad sold three million in its first weekend on shelves in March this year. The blockbuster launch compared to 14 million total sales in 2010, when the first version was introduced.
It appears that tablet adoption was concentrated among existing smartphone users, since only one in 10 feature phone owners used a tablet in the February to April period covered by the research.Wealthier consumers were also much more likely to have bought tablets, with three in five tablet users from households earning over $75,000 per year.