The US market for tablet usage is maturing, and nearly half the population will use such a device at least monthly in 2014, according to new figures from eMarketer. In 2013, 132.2 million US consumers used a tablet, and that number is expected to grow 11.3% this year to reach 147.2 million. Growth rates will taper off into the low single digits over the next few years, reaching 171.3 million tablet users by 2018, or 52.1% of the population.
Tablets are taking on a more important role in advertising and ecommerce. Many US consumers are replacing their PCs with tablets for activities at home because of their portability (what makes them a “mobile device”), as they can be taken everywhere, always on. In addition, their screen size lends to specific use cases better than other mobile devices
Tablet video viewing is one of these use cases, and its rapid growth speaks to tablets’ growing influence. In 2014, 113.4 million US tablet users will watch video programming on their devices at least monthly, representing 77.0% of all tablet users. That penetration rate will grow to 87.0% by 2018, according to eMarketer, totaling 149.0 million tablet video viewers, or 70.1% of all digital video viewers. By comparison, the number of video viewers on smartphones will reach 89.0 million in 2014 and is projected to grow to 125.4 million by 2018—a large number, but video viewer penetration among smartphone users won’t surpass 60%.
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