How many people are using tablets? Is usage still trending upwards? And which groups are the biggest fans?

These are just some of the questions that we address in our new Tablet Trends report, now available on the Insight Store here.

Key headlines include:

  • The proportion of adults aged 16-64 using tablets to access the internet hit the 33% mark during Q2 2014. This was the first quarter in which the size of the tablet audience surpassed 500 million people across GWI’s 32 markets.
  • However, the rate of growth has been slowing for some time now. Between Q2 2011 and Q2 2012, the percentage accessing the internet via tablets nearly doubled (from 9% to 17%). Over the next year, up to Q2 2013, it jumped by a further 14% percentage points. But following a small decrease and then a period of relatively modest growth, it’s risen to just 33% in Q2 2014.
  • Usage is slowing the most – or is actually in slight decline – among some of the heaviest early adopters (e.g. top income groups and in China). It’s not just that we’re no longer seeing the type of spectacular growth that once characterized the tablet landscape, then, it’s highly likely that many of us are struggling to find a reason for using our tablet devices.

To explore these themes further, you can download the full report from our Insight Store here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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