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Study: One in Four Tablet Users Pay for Video

8 Jun, 2012 By: Chris Tribbey

Tablet owners are nearly three times more likely to watch videos on their device, compared with smartphone users, and one out of every four tablet users pays to watch video, according to a new study from comScore.

One in 10 tablet owners are watching video content on a daily basis, and that number is growing, comScore reported.

“Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on the go and, perhaps most notably, in the home," said Mark Donovan, comScore SVP of mobile. "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."

More than 50% of tablet owners watched video on their devices in April, compared with 20% of smartphone owners. Nearly 20% of tablet users watched video content at least once a week.

Tablet viewers tend to be older and skew toward upper income households, the report found. Tablet and smartphone owners are mostly somewhere between the ages of 25 and 44, though tablet users are 28% more likely to be in the 65-and-older segment, compared with smartphone owners. Nearly three in five tablet users are in homes with income of $75,000 or more, compared with roughly half of the smartphone owners.

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