Dubbed as “Digital Home 3—The Democratization of Technology,” which surveyed residents in 5,000 homes (4,000 U.S., 1,000 Canadian), here’s a snapshot of the highlights found in the study published by the USC Marshall Institute for Communication Technology Management:
- Tablet ownership in North American households is projected to increase from 8 percent in 2011 to 27 percent in 2012. The biggest growth in tablet users will be among 13-44 year olds.
- The profile of current tablet users is revealing: 70 percent are between the ages of 18 and 44. They are slightly more likely to be male than female, and they largely live in high-income households. Members of ethnic groups, including African Americans, Latinos and Asians, are nearly twice as likely to buy a tablet in the next year as Caucasians.
- Tablet users consume twice as much media as the mainstream, and they increasingly want to control what they watch by using the device in the future as an alternative to traditional television.
- Smartphone ownership will increase from 29 percent in 2011 to 40 percent in 2012.
- The highest penetration of smartphones will be in the Latino and Asian markets.
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