Market Overview

Tablet Computer Ownership Continues to Increase in the Third Quarter, According to CEA's Latest Consumer Outlook on Tablets Report


U.S. ownership rates for tablet computers continued to increase in the third quarter of 2012, according to new research released today by the Consumer Electronics Association (CEA)®, and consumer satisfaction with these products remains consistently high. CEA's Consumer Outlook on Tablets: Q4 2012 shows that tablet ownership rates among online U.S. consumers reached 31 percent as of September 2012, more than doubling the ownership rate from October 2011 (14 percent). The report examined trend information on consumer behavior and sentiment regarding the sale and use of tablet computers between July and September 2012.

Consistent with data from the Consumer Outlook on Tablets: Q3 2012 report, approximately two-thirds of online consumers expect to purchase a tablet sometime in the future, with nearly half (45 percent) planning to purchase a tablet within the next two years. Additionally, CEA's 19th Annual CE Holiday Purchase Patterns Study, released earlier this month, showed mobile connected devices are the most wanted gifts this season, led by tablet computers. Tablets are the most wanted gift on adults' overall holiday wish lists and their consumer electronics (CE) wish lists.

“The tablet market continues to see incredible growth and is showing no signs of slowing down,” said Kevin Tillmann, senior research analyst, CEA. “We expect tablets to play a big role in the upcoming holiday shopping season; not only in sales but also in complementary purchases such as accessories and gift cards.”

Consumers continue to use their tablets primarily for entertainment activities. Watching movies remains the most popular use of a tablet. Messaging climbed to the second most popular activity this quarter, swapping with social networking, which fell to fourth. Listening to music remained third. Satisfaction with tablet computers remains on par with findings from the last three quarters, with almost nine in ten (88 percent) tablet owners reporting being satisfied with their device.

The Consumer Outlook on Tablets reports are released on the last Monday of the month following the close of each quarter. The series of reports was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at Non-members may purchase the study at the CEA store.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $206 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA's industry services. Find CEA online at, and through social media:!/CEAfeed


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Steve Kidera, 703-907-4358
Danielle Cassagnol, 703-907-5253

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