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eMarketer: Tablets Challenge PCs as Leading Digital Video Channel in the US

Time spent with tablet video grows 50% over 2013, but video ad dollars stay online

NEW YORK, NY (May 1, 2014) — The US market for tablet usage is maturing, and nearly half the population will use these devices at least once each month 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, eMarketer estimates, reaching 171.3 million tablet users by 2018, or 52.1% of the population.

In 2014, 113.4 million tablet users will watch video programming on their devices at least once each month, according to eMarketer, representing 77% of all tablet users. That penetration rate will grow to 87% by 2018, totaling 149 million tablet video viewers, which would also represent 70.1% of all digital video viewers. By comparison, the number of video viewers on smartphones will reach 89 million in 2014, and we project that figure to grow to 125.4 million by 2018-a large number, but the penetration rate among all smartphone users still won’t surpass 60% during our forecast period.

The time US adults spent watching video on tablets is also growing faster than on any other medium, according to our latest estimates. Based on current trends, it’s an inevitability that in the near future tablets will overtake time spent with video online — on desktops and laptops — as the leading digital medium for watching video programming.

Read the full press release for eMarketer’s latest figures on US tablet usage and video viewership.

For more information:

Dan Marcec
Director, Public Relations

Denise Duffy
PR Director

Posted on May 1, 2014.