1 in 4 Tablet Users Pay to Watch Video

Magazine media brands have reason to continue investing in two key areas—video and the tablet—according to a recent comScore report.

More than half of tablet users watched video and/or television content on their devices in April 2012, compared to 20 percent of smartphone users. A total of 18.9 percent of the tablet audience watched video content at least once per week, while 9.5 percent did so nearly every day.

Perhaps the most promising news, though, is that many users appear willing to pay for that content: Of those viewing video at least once a month, 26.7 percent paid to watch.

In general, more and more mobile users are turning to the tablet—16.5 percent of all mobile phone subscribers used a tablet in April 2012, an 11.8 percent increase from the same period last year.

The report shows the demographic breakdown to be somewhat unsurprising, as the largest number of tablet users—37.7 percent—remain in the highest economic bracket, earning $100,000 or more per year.

Still, the tablet has clearly penetrated beyond the wealthiest category. The number of tablet users in the $50,000-$75,000 and $75,000-$100,000 groups make up 18.9 percent and 18.3 percent of the total tablet audience respectively, which is not too far off from the $25,000-$50,000 group, at 17.7 percent. Those earning less than $25,000 make up 7.4 percent of
the total.

In terms of age, the largest group, at 24.4 percent, is 25-34 years old. The second-largest tier, at 21.4 percent, is in the 35-44 range. Younger users, between ages 13 and 17, make up 7.3 percent, while older users—ages 65 and above—comprise 6.8 percent of the total tablet audience.

Males and females seem to favor the tablet almost equally, as females take up 50.8 percent of the total, compared to males at 49.2 percent.

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