Tablets enjoy a much higher penetration rate in TV-owning teen homes than in young adult homes, according to a new report from Nielsen. The tablet news is a trend reversal from what’s seen among other devices, particularly smartphones.
In fact, several devices have higher home penetration rates among older demographics as opposed to teens. But tablets were one of three devices reviewed to be most commonly found in a teen home, along with game consoles and DVD players.
In this study, a teen household was defined as a home with a child between ages 12 and 17. The tablet news is yet another confirmation that tablets are finding a strong ownership base in American households — particularly those with televisions. Marketers are advised to be mindful of the high tablet consumption rates not only of teen device owners but also of their parents.
Understanding Teen Tech Interests
With a 79 percent home penetration rate, game consoles are by far the favored technology among teens, particularly in relation to the much lower penetration rates seen in older demographics. Tablets, however, are quickly gaining ground. A teen home is 35 percent more likely to own a tablet than a household of young adults between the ages of 18 and 24.
Teens place high value on gaming, which explains why that technology’s penetration rates are so high. It’s less clear what drives tablet usage. While gaming could be an attraction to the tablet platform, a variety of factors are likely contributing to the device’s popularity among teens. These factors could include increased tablet integration with TV, easier engagement on tablets versus smartphones and increased dependence on tablets in the modern-day classroom.
As teens age and their gaming consumption decreases, the opportunity arises for new forms of “replacement” media, suggesting a bright future for tablets.
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