More than tenth of the US population now own tablets according to data released by ad network InMobi, with almost 30 million people changing the way they consume media as a result.
The firm claims the impact of tablets now stretches far beyond gaming habits, with 29 percent of users claiming to have stopped reading print books, while a further 29 percent now use tablets over laptops and PC to surf the web.
Getting tight with tablets
Said results are pulled from a survey of 9,600 correspondents in a survey conducted in conjunction with mobile marketing outfit Mobext.
The results show that 60 percent of tablet owners now use their devices for more than 30 minutes each day, with 52 percent using them to fill what would otherwise have been 'dead time.'
Tablet adoption has also changed the way that Americans shop.
55 percent of tablet owners will make a purchase on their device in an average month, and 22 percent of users say that, since purchasing their device, they shop at physical stores less frequently.
Converging on mobile
"We are seeing a radical, steady shift from all other media channels to mobile and so much of this momentum is owed to the transformative experiences connected devices are providing mobile consumers," explained Anne Frisbie, InMobi VP and MD of North America.
"We need to continue to look at mobile as a new channel that requires innovative ways of engaging with consumers while they are online at home or away from their desks as mobile continues to transform media consumption and shopping."
[source: InMobi]
Data & Research
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