Tablet Market Doubled Over the Holidays

Maybe this really is the iPad era. Sales of tablets and e-readers surged over the holiday period, and almost a fifth of U.S. adults now own one of the devices, according to research by the Pew Internet and American Life Project.

Based on survey data collected in December 2011 and January of this year, the share of adults age 18 and older who own either device nearly doubled, month-over-month, growing from 10 percent to 19 percent.

That is a remarkable statistic. Apple first began selling the iPad, which gave life to the tablet market, only back in 2010.

Pew attributes that growth to the holiday gift-giving period, of course, but also to the fact that price points of the devices began to fall dramatically towards the end of last year. Amazon’s Kindle Fire and Barnes & Noble’s Nook Tablet were introduced at around $200, for example, representing a considerable saving versus Apple’s $500 iPad 2. Meanwhile, basic e-readers including the Kindle, the Nook and others are now available for less than $100, too.

The rapid growth in sales of tablets and e-readers appears positive for the content-focused revenue models being pursued by Amazon and others, which essentially sees those companies selling hardware at cost in the hope that they can draw profit from the purchase of media and software to use with it.

Essential to that model, therefore, is the companies’ ability to build a sizeable audience to which they can sell content. Judging by Pew’s numbers, things look like they’re on the right track.

More in Media

NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory

Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.

The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers

The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.

NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories

Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.