The U.S. market for tablet usage is maturing, and nearly half the population will use such a device at least monthly in 2014, according to new figures from eMarketer. In 2013, 132.2 million U.S. consumers used a tablet, and that number is expected to grow 11.3% this year to reach 147.2 million. Growth rates will taper off into the low single digits over the next few years, reaching 171.3 million tablet users by 2018, or 52.1% of the population.
Many U.S. consumers are replacing their PCs with tablets because of their portability and because their larger screen size lends to specific use cases better than other mobile devices.
In 2014, 113.4 million U.S. tablet users will watch video programming on their devices at least monthly, representing 77.0% of all tablet users. That penetration rate will grow to 87.0% by 2018, according to eMarketer, totaling 149.0 million tablet video viewers, or 70.1% of all digital video viewers.