One in three Americans own a tablet but demand is slowing down for eReaders

October 18, 2013

Surveying 6,224 Americans aged 16 or older from July 18 to September 20 as part of its Internet Project, Pew found that the number of people owning tablets had grown from 25% in November 2012 to 35% just ten months later.

Tablet ownership was skewed heavily towards younger people, high earners, college graduates and — perhaps more surprisingly – English-speaking Asian Americans.

However, while the report is the latest sign that the rise of tablets shows no signs of abating, it did also illustrate contrasting fortunes for dedicated eReaders.

Pew said that eReader ownership jumped 15% in the 21 months from 10% in December 2011 to 25% in September 2013, during which time tablet ownership shot up by 25%. There is a greater number of consumers owning both devices though; almost one in two (43%) profess to having both, which is 10% more than the year before.

(Worth reading: 3 reasons why Android tablets are catching up with the iPad & Apple boss Tim Cook reckons tablets will be bigger than PCs by 2015.)

“Mobile connectivity continues to grow and its impact is much broader than business stories about which computer makers are selling the most units,” said Kristen Purcell, who is associate director of the Pew Research Center’s Internet Project.

“We see mobile connectivity affecting everything from the way people get news and learn to the way they take care of their health and the way they share their lives through social media. It’s been a rapid, broad reaching change that will likely continue for some time.”

For more tablet data and trends, see


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