Tablet Users & New Buyers By Generation [CHART]


4 in 10 tablet users (defined as owners or regular users of a tablet) are between the ages of 35 and 64, per June 2012 survey results [pdf] from the Online Publishers Association. And that user base will only solidify over time: further data from the report indicates that 46% of new buyers are in that age range, including 31% who are between the ages of 45 and 64. Overall, the report concludes that the tablet user base is trending older, as the proportion aged between 8 and 24 has fallen 8% over the past year, while the proportion aged 35 to 54 has grown 8%.

Data from comScore also released in June finds an even greater share of tablet owners aged older than 35: according to that report, 49.3% of the tablet audience is aged between 35 and 64, while an additional 6.8% are over 65.

As recent research from the Boston Consulting Group finds Millennials to be rapid new technology adopters, the OPA results showing increased use among older groups may be another indicator that tablets are moving out of a “new technology” perception and into mainstream adoption. Read the rest at MarketingCharts.