tab le t & smar tphone data from the US communication & entertainment Insights report

Tablets present in m i l l i o n US households

Tablet penetration i n c r e a s e d from 23% a year ago to 38% currently

Tablets c o n t i n u e t o b e m o r e p o p u l a r among households

that are younger, more affluent and have children.

44% 50% 45% 63% 57%

18 to 34 35 to 44 $50K to $75K $75K + Households with

Children

Tablet Ownership

44.9

S m a r t p h o n e p e n e t r a t i o n l e v e l s o f f

Smartphone penetration i n c r e a s e d s i n c e Q 3 ’ 1 2 ( )

but has r e m a i n e d steady since Q1’13 (58%).

Considering that the d e m o g r a p h i c p r o f i l e s of smartphone and tablet owners

are very similar, it is possible that some of the growth in tablet ownership has occurred at

the expense of smartphones.

Smartphones are not ubiquitous among t a b l e t o w n e r s . Almost two in ten

tablet owners (17%) d o n o t a l s o o w n a s m a r t p h o n e .

46% 58% V S