Which Demographic Uses Tablets The Most?

Share

Young professionals make up a large part of the digital ecosystem, and the various industries in it. These professionals, and their senior counterparts, look to each other, and especially those younger, to understand emerging trends and market conditions.

It would be difficult, perhaps impossible, to find a digital professional stopping someone age 65 and older to ask what’s trending, what’s new in the industry, and what should we be focusing on. 19% of the U.S. population is over the age of 65, and we might be limiting ourselves from a huge potential market.

Is it the beginning of the end of tablets?

One of the trends that I continue to hear about is the death of the tablet device. We’re constantly shifting to a mobile-first, and ultimately, mobile-only world, and it seems that users are starting to abandon tablet devices. In a way, tablets are clunky, inefficient, and unnecessary compared to our mobile devices that do all of the same, but fit in our pockets.

It makes sense that 65+ individuals flock to tablets

In Deloitte’s study, “The smartphone generation gap: over 55? There’s no app for that,” they discussed some of the reasons that older individuals flock to tablets instead of smartphones. Smartphones are not only smaller and more challenging to manipulate, they are also tethered to data plans that cost extra each month, often deeply hidden in confusing settings folders.

Couple that with the occasional media story of one individual’s excessive phone bill, and the interest in smartphones only decreases. Tablets provide a familiar experience to older users. The devices mirror the use of books and newspapers, and they’re easily connected through Wi-Fi (yes, tablets might have data plans, but most are sold without).

Our culture changes first, and technology second

Despite this, tablet sales are down in recent years among all users. Why? The main thought is that older users have a slower upgrade cycle than younger ones. Rarely do older users push machines to their limits of capability, but rather, just desire an experience that is simple, consistent, and reliable. This is why Apple shines in the technology and devices space. They keep things incredibly simple to use, they perform consistently, and it runs on a stable platform.

Tablets are not going away, though. Older individuals will continue to purchase and use them. While the market may be shrinking for tablets, there is still a very viable audience. From a different perspective, developers and designers, both software and hardware, should monitor this trend, and consider the potential itThe reason this is impactful is for these devices and it would behoove application and hardware designers to take this into account.

Social Media Week

Share

Social Network Data: Usage Trends, Demographic Profiles

Share

Facebook remains by far the most popular social media site in the United States, according to a recent report from the Pew Research Center’s Internet and American Life Project.

Some 71% of Internet users in the US are on Facebook, the September 2014 survey found. However, growth seems to have plateaued: The proportion of online Americans on the social network has remained steady since August 2013.

Every other social media platform measured—LinkedIn, Pinterest, Instagram, and Twitter—registered significant user growth in the US between 2013 and 2014.

Instagram’s overall user figure increased nine percentage points, with growth registered in almost every demographic group.

LinkedIn continued to grow among groups with which it was already popular, such as professionals and college graduates, whereas Twitter and Pinterest increased usership across a mix of demographic segments.

Although domestic user growth has slowed, Facebook’s large base of US members continues to be very active compared with those of other social networks:

  • Some 70% engage with the site daily (45% do so several times a day), a significant increase from the 63% who did so in 2013.
  • About half (49%) of Instagram users and 17% of Pinterest users engage with their respective platforms daily—the same rates as in 2013.
  • Some 36% of Twitter users visit the site daily, a 10-point decrease from the 46% who did so in 2013.
  • The 13% of LinkedIn users who engage with the platform daily is unchanged from 2013, but more users are logging on less frequently.

Below, demographic information for each major social network from the report, which was based on data from a nationally representative sample of 1,597 Internet users in the United States age 18 and older.

Facebook

  • 56% of Internet users in the US age 65 and older now use Facebook, up from 45% who did so in late 2013 and 35% who did so in late 2012.
  • Women are particularly likely to use Facebook.
  • Among Facebook users, the median number of Facebook friends is 155. (Asked to approximate how many of their Facebook friends they consider “actual” friends, respondents reported a median number of 50).

Twitter

  • 23% of online adults in the US use Twitter, up from 18% who did so in August 2013.
  • Compared with 2013, Twitter use has increased significantly among several demographic groups: men, whites, those age 65 and older, those who live in households with an annual household income of $ 50,000 or more, college graduates, and urbanites.

Instagram

  • 26% of online adults in the US use Instagram, up from 17% in late 2013.
  • The proportion of users increased significantly in almost every demographic group; most notably, 53% of young adults age 18-29 now use the service, compared with 37% who did so in 2013.

Pinterest

  • 28% of online adults in the US use Pinterest, up from 21% who did so in August 2013.
  • 42% of online women are Pinterest users, compared with just 13% of men.

LinkedIn

  • 28% of online adults in the US are LinkedIn users, up from 22% in 2013.
  • 50% of college graduates use the platform, a 12-point increase from the previous year.
  • LinkedIn is the only platform where those age 30-64 are more likely to be users than those age 18-29.

About the research: The report was based on data from a nationally representative sample of 1,597 Internet users in the United States age 18 and older.

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

MarketingProfs All In One

Share