The ZenithOptimedia study indeed sees tablet penetration in the US as far above the 19-market average. Last year, when average penetration across those markets stood at about 5%, it exceeded 15% in 5 markets, being Australia, France, Ireland, the Netherlands and the US. In 2015, penetration could reach 45% in France and 50% in Ireland, according to the forecast.
The report also looks at IPTV adoption, predicts much slower growth in this area. Whereas penetration jumped by 20% between 2011 and 2012 (5.5% to 6.6%), adoption should only grow by another 36% by 2015.
About the Data: The 19 markets that make up the forecast (in order of forecast penetration of new media technology in 2015): Netherlands; France; Ireland; Norway; Canada; Denmark; Sweden; Australia; South Korea; UK; Spain; Israel; China; USA; Japan; Brazil; Germany; Hungary; and Russia.