Smartphone penetration is high among younger consumers and drops significantly among their older counterparts, but that pattern is less pronounced when it comes to tablet adoption, at least in a selection of developed markets. That’s according to survey results [download page] from Deloitte released in December 2012. The study, which looked at smart device ownership across 8 developed markets, found 18-24-year-olds to be almost three times as likely as the 55+ group to own a smartphone (58% vs. 21%), but less than twice as likely to own a tablet (19% vs. 11%).
The Deloitte survey results mirror a trend seen in the US: an Online Publishers Association (OPA) study released in June found that the tablet user base in the US is getting older.
The Deloitte report, “The state of the global mobile consumer,” suggests that the success of tablets in developed markets is in part a result of their adoption by age groups not traditionally seen as early adopters – such as older consumers.
Indeed, the study finds that ownership or access to tablets has reached 21% in the US and Canada, the highest level among the 8 markets tracked. That may actually significantly under-represent current ownership levels, as the survey was conducted from May-June 2012. In fact, according to a survey conducted in August and September by the Pew Research Center’s Internet & American Life Project, 1 in 4 adults in the US own a tablet. And with the recent jump in tablet activations over the holidays, that number will likely rise.
About the Data: The Deloitte Global Mobile Consumer Survey was conducted in May and June, 2012. Respondent countries and sample sizes (developed markets only) were as follows: Belgium (999); Canada (2,380); Finland (1,187); France (2,011); Germany (2,083); Japan (2,011); UK (2060); and the US (2,022). The samples in each country are nationally representative.
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