Tablet ownership in the largest European markets trends toward older demographics.
According to data provided by comScore, 25- to 34-year-olds account for the bulk of tablet ownership in France, Germany, Italy, Spain, and the U.K., followed by 35- to 44-year-olds. The vaunted youth demographic, 13- to 24-year-olds, accounted for a combined 21 per cent of ownership.
As we discuss in our report on tablet ownership, this is a divergence from smartphone penetration, which skewed heavily young (in addition to moneyed).
We see two possible reasons behind this trend.
First, older consumers are already familiar with internet-connected mobile devices because of smartphones. Second, tablets are not an absolute must-need for younger consumers given limited discretionary income.
For comparison, below is the U.S. distribution of tablet owners by age, which is remarkably similar.
As we discuss in the report, tablet ownership may be confined to a few demographics in a few countries at the moment, but it will soon open up globally, driven by the price disruption of mini-tablets.
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