Magid National Study Finds Smartphones And Tablets Firmly Established As Mainstream Devices And Growing Rapidly; Android Approaching Majority On Both Platforms

Tablets rapidly usurping the pc in most key activities, including online video

Jul 31, 2012, 10:00 ET from Frank N. Magid Associates

NEW YORK, July 31, 2012 /PRNewswire/ -- 58% of American consumers now use smartphones (76% among those under age 44), tablet usage has grown from 0 to 34% in two years, and both types of devices will continue to show strong growth through 2013, according to the June 2012 Mobile Content Study conducted by Frank N. Magid Associates, Inc. By mid 2013, the smartphone audience will increase 53% from 99 million to 151 million users, and the tablet audiences will more than double, from 51 million to 106 million users, fueling the demand for even more mobile-optimized content.

This nationally representative annual consumer survey, which provides a large-scale look at key mobile trends, behaviors and activities that drive the market, shows that Americans have already shifted to the mobile platform to consume a wide array of content including social media, gaming, and video – including full length TV shows and movies. "There's no such thing as distinct mobile content anymore," said Tom Godfrey, Magid's Executive Director of Mobile Strategy, "what publishers and advertisers have to realize is that most content going forward will be consumed on a mobile device and that it must be accessible and optimized for that platform."

In terms of operating systems, Android has extended its lead on the smartphone platform – 48% to 32% over iPhone – and is rapidly encroaching on the iPad in the Tablet arena as well.  The iPad now makes up only 50% of the installed tablet base, down from 72% in 2011.  Among consumers planning to purchase mobile devices in the next 12 months, 51% and 75% are already tablet and smartphone owners, respectively, which demonstrates consumers' desire to own the latest devices.

About the study: Magid surveyed a nationally representative sample of 4,734 cell or smartphone owners ages 12-64. Data was collected between May 26June 1, 2012. Magid has tracked key mobile trends, behaviors, and activities since 2009 and the study provides access to key longitudinal data related to mobile content and consumer behaviors. The fee for this report is $6,500.

Frank N. Magid Associates, Inc. is a leading research-based consulting firm that has been studying the evolving media landscape and its impact on consumer behavior for 55 years. Magid has extensive cable and broadcast television, online video, and mobile video practices, and works on content and marketing strategies with leading broadcast and cable networks, MSOs, television manufacturers, video content providers, mobile device manufacturers and wireless carriers. We serve our clients through offices in Minneapolis, New York, Los Angeles, Chicago, Dallas, Atlanta and Marion, Iowa.

SOURCE Frank N. Magid Associates