ARLINGTON, Va.--(BUSINESS WIRE)--U.S. ownership rates for tablet computers saw a sharp increase in the fourth quarter of 2012, according to new research released by the Consumer Electronics Association (CEA)®. CEA’s Consumer Outlook on Tablets: Q1 2013 shows that tablet ownership rates among online U.S. consumers reached 38 percent as of December 2012, up seven percent from the previous quarter. The report examined trend information on consumer behavior and sentiment regarding the sale and use of tablet computers between October and December 2012.
“The sharp increase in adoption during the past quarter is likely due to the wide range of sales of tablets of varying price points during the 2012 holiday shopping season, creating a new wave of tablet owners”
Compared to data from the Consumer Outlook on Tablets: Q4 2012 report, tablet purchase intent is also rising. Approximately three in four (74 percent) online consumers expect to purchase a tablet sometime in the future, compared to 67 percent of online consumers in December 2011. Tablet purchase intent during the next two years for non-owners saw an increase of five percent to 44 percent in December 2012.
“The sharp increase in adoption during the past quarter is likely due to the wide range of sales of tablets of varying price points during the 2012 holiday shopping season, creating a new wave of tablet owners,” said Kevin Tillmann, senior research analyst, CEA. “As we begin 2013, anticipation is high for the next wave of tablets to include features such as high resolution displays, improved graphic capabilities, near-field communication, and thinner and lighter chassis.”
Among entertainment activities, social networking moved into the top spot for primary use this quarter in terms of online conversation as consumers mostly used their tablets for keeping up with friends and family online. Watching movies, in the top spot last quarter, fell to second, and listening to music remains third. Satisfaction with tablet computers remains consistently high, on par with findings from the last few quarters, with almost nine in ten (86 percent) tablet owners reporting that they’re satisfied with their devices.
The Consumer Outlook on Tablets reports are released on the last Monday of the month following the close of each quarter. The series of reports was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the study at the CEA store.
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $209 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media: https://www.facebook.com/#!/CEAfeed, http://twitter.com/ceafeed, http://blog.ce.org/.
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