According to a recent comScore survey, 23.6 percent of U.S. smartphone users also reported using a tablet during a three-month period ending in April 2012 - more than double the number that claimed to do so during the same period last year.
The tablet adoption rate has reached what study authors call "critical mass," or that crucial stage in a product's development cycle that's basically a precondition for driving mainstream adoption without having to add any additional investment, notes MarketingProfs.
This may be due to the fact that tablet users seem more inclined to pay for content - 26.7 percent of those surveyed said they've dipped into their bank accounts to view video they wanted to watch.
Perhaps this makes sense, given the age composition of tablet users. While the most prevalent users are between ages 25 and 44, tablet users were also 28 percent more likely to be ages 65 and older, and 27 percent less likely to be between 18 and 24 years old. Older users are more likely to have more stable bank accounts, and thus are less deterred by paid content.
"It's not surprising to see that once consumers get their hands on their first tablet, they are using them for any number of media habits including TV viewing," said Mark Donovan, comScore senior vice president of mobile.