SOURCE: Kantar Worldpanel ComTech

August 05, 2015 08:17 ET

Fifty-Eight Percent of U.S. Smartphone Owners Now Have a Tablet, Too (Kantar Worldpanel ComTech)

NEW YORK, NY--(Marketwired - Aug 5, 2015) - The latest smartphone sales data from Kantar Worldpanel ComTech for the second quarter of 2015 shows that 40% of the smartphones in use in the U.S. are from Apple. Nationally, U.S. smartphone penetration has reached 62%. Among all of the people who own smartphones, 58% also own a tablet -- and among iPhone owners, 65% have a tablet.

"As consumers engage more with their smartphones and tighten their loyalty to the ecosystem, it is natural that they stay with what they know when considering a tablet purchase," said Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. "Sixty-nine percent of iPhone owners who own a tablet have an iPad."

Observers have been concerned that tablet replacement cycles are becoming more similar to PC replacement cycles than to smartphones, since 30% of current iPad owners have had their device for longer than 36 months. This is coupled with the risk that smartwatches and bigger phones will absorb a larger share of consumer disposable income and result in a trend similar to the PC market, where upgrade cycles have been further extended.

"While the competition for disposable income is real, the concern about tablets following a pattern similar to PCs seems unfounded," Milanesi added. "A big issue with PC replacement cycles was that users were no longer as closely engaged with their PCs as they started to spend more of their time with new devices, such as smartphones."

With iPads, engagement is certainly not an issue. More owners of Apple iPads than Samsung Galaxy or Amazon Kindle Fire use their tablets on a daily basis. Thirty-nine percent of iPad users use email daily, versus 21% of Kindle Fire users and 30% of iPad users use social networking daily compared to 24% of Galaxy Tab users. Finally, 31% of iPad users browse the Internet daily, versus 24% of Galaxy Tab users and 18% of Kindle Fire users.

For a longer version of this report and more statistics, please visit: http://www.kantarworldpanel.com/global/News/Apple_iOS_Returns_to_Growth_in_All_Europe Big_Five_Markets

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About Kantar Worldpanel
Kantar Worldpanel is the world leader in consumer knowledge and insights, based on continuous consumer panels. For additional information, visit: www.kantarworldpanel.com.
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