57.3% of US tablet owners were aged over 35 in the 3-month period ending in June 2012, including almost 1 in 5 aged older than 55, according to comScore TabLens data. Despite a plurality (24.2%) of tablet owners being aged 25-34, this is down from 25.3% just 2 months earlier. In fact, in that time period, the proportion of US tablet owners aged over 45 rose from 30.2% to 36.7%.
Meanwhile, according to the latest report, after the 25-34 bracket, Americans aged 35-44 make up the next-largest share of the tablet audience (20.6%), followed by those in the 45-54 bracket (18.1%). Share of ownership is lowest among Americans aged 65 and older (7.6%) and teenagers aged 13-17 (5.5%).
The Online Publishers Association (OPA) also observed in June that tablet users and owners are becoming older. OPA found that 4 in 10 tablet users are between the ages of 35 and 64, and that 46% of new buyers are in that age range, including 31% who are between the ages of 45 and 64 (see link above). According to the study results, the share of owners aged between 8 and 24 has fallen 8% over the past year, while the proportion aged 35 to 54 has grown 8%. Read the rest at MarketingCharts.
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