A new survey by the Pew Internet & American Life Project finds that U.S. tablet ownership rates skyrocketed from 10 percent to 19 percent between mid-December and early January (See yesterday’s 2012 Predictions: Brave New Mobile World).

Despite relatively little change in ownership rates earlier this autumn when Amazon introduced its $199 Kindle Fire and Barnes & Noble introduced its NOOK Tablet, these relatively affordable devices proved disruptive over the holiday season, displacing dozens of other devices to become the second and fourth best-selling tablets in the U.S. market, respectively.

 

The survey also registers significant demographic shifts among tablet owners. A staggering 36 percent of those surveyed with household incomes of $75,000 or greater reported that they own tablets in early January, up from just 22 percent in mid-December.

This data further underscores the opportunity for prestige brands on tablets – and especially the iPad. In L2’s recently published Prestige 100®: Mobile IQ, we find that although 37 percent of brands in the Index have a presence on both the iPhone and iPad, only 16 percent have created a unique experience for iPad users rather than simply replicating the same app across both devices.

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List