Based on survey data and other research, eMarketer, Inc. estimates that by the end of this year, 33.7 million Americans will use a tablet at least once per month. By 2014, that number is expected to jump to 89.5 million, or 35.6% of all internet users.
As tablet adoption grows, less growth will come from sharing and more from replacing older devices with new ones, eMarketer projects. Currently, just under one-third of tablet users (31.5%) are between 18 and 34 years old; 55% are 35 or older. Those percentages will fluctuate to 34.8% and 49.3% by 2014, respectively.
The iPad is expected to continue to be the tablet of choice for the majority of the overall U.S. tablet audience, even with increasing competition. eMarketer predicts that by 2014, the number of iPad users will double to 60.8 million (there are presently 28 million).