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Home arrow Marketing Research News arrow Latest Market Research Findings arrow Market Research Shows Tablet Demographics Change
Market Research Shows Tablet Demographics Change PDF Print E-mail
Written by eMarketer   
02 Aug 2013

Tablets have become much more mainstream in the UK, eMarketer estimates that this year 19.7 million residents will use the devices, or 30.9% of the population. As more and more people take up the devices, user demographics are shifting.

YouGov found that between Q2 2012 and Q2 2013, those in the oldest age segment—55 and older—which previously accounted for the greatest share of users, saw their percentage of the total drop by 11 percentage points, to 31%. All other age groups surveyed picked up some of those percentage points with a somewhat even distribution. Those between 18 and 34 years old grew their percentage of the total most significantly, to account for more than one-quarter of tablet owners.

However, this distribution shouldn’t be mistaken for penetration levels. The larger population among those ages 55 and older and the smaller population between 18 to 24 years old weights share in favour of the broadest age group.

By comparison, eMarketer estimates that tablet penetration among those ages 18 to 24 will reach 41% this year, while penetration among those between ages 55 and 64 will be significantly lower, at 26%.

The gender breakdown of tablet ownership has also changed significantly between Q2 2012 and Q2 2013, according to YouGov, with women moving from a 43% share of the total to a dominant 52% share.

This is in keeping with eMarketer’s findings. This year, eMarketer estimates women will just barely edge out men for tablet use in the UK and will continue growing that lead through 2016.

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