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January 23, 2012

Tablet Ownership in US Doubles to 19% Post 2011


With Apple's iPad continuing to dominate the tablet market, total tablet sales in the U.S. nearly doubled to 19 percent ownership among adults after the holiday shopping season, according to a new report.

The Pew Research Center revealed its findings on Monday, showing that tablet ownership went from 10 percent of U.S. adults surveyed before Christmas to 19 percent in January of 2012. The study shows that tablets, along with dedicated e-book readers, were a hot gift this holiday season.

"These findings are striking because they come after a period from mid-2011 into the autumn in which there was not much change in the ownership of tablets and e-book readers," the research firm said. "However, as the holiday gift-giving season approached, the marketplace for both devices dramatically shifted."

The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales.
While the Kindle Fire in particular is believed to have made a splash over the holidays with its $199 price, Apple executives have said they are not concerned by Amazon's color touchscreen tablet, as they only believe it will further fragment Google's Android platform. The Kindle Fire runs a heavily modified version of Android tailored specifically for Amazon's device.