Rise of the tablets

Where we’re going as consumers:

Tablet fever will grip more than a third of all U.S. adults by 2016, according to Forrester analyst Sarah Rotman Epps.

In a report released yesterday, Forrester upped its estimates for U.S. tablet ownership, now forecasting that 112.5 million adults, or 34 percent of the population, will own a tablet in another four years. If that prediction proves correct, it means the industry will sell almost 293 million tablets in the six years from 2010 to 2016.

The CNet report continues:

Tablets are also on the rise in the workplace. Currently, 37 percent of U.S. tablet owners use their devices on the job, according to Epps. A Forrester study of businesses abroad found that employees in Brazil, Russia, India, China, and Mexico led the way for tablet use at work.


“We believe that Amazon and B&N have actually expanded the addressable market for tablets in the U.S. by launching their tablets at significantly lower price points than the iPad,” the analyst said.


Ultimately, though, consumers need a better reason beyond a low price to buy a tablet. Forrester’s own data found that the main reason many people still steer clear of tablets is because they don’t see the need for one.

That will be solved by the economy of scale, of course. As more people adopt tablets as part of their media consumption more of our content will be developed with the tablet user in mind. After that tipping point — and, hopefully, finding a tolerable price point — the tablet will become as ubiquitous as the cell phone or PC.


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