The US market for tablet usage is maturing, and nearly half the population will use such a device at least monthly in 2014, according to new figures from eMarketer. In 2013, 132.2 million US consumers used a tablet, and that number is expected to grow 11.3% this year to reach 147.2 million. Growth rates will taper off into the low single digits over the next few years, reaching 171.3 million tablet users by 2018, or 52.1% of the population.
Tablets are taking on a more important role in advertising and ecommerce. Many US consumers are replacing their PCs with tablets for activities at home because of their portability (what makes them a “mobile device”), as they can be taken everywhere, always on. In addition, their screen size lends to specific use cases better than other mobile devices. Read the rest at eMarketer.