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United StatesTablet Users, US
Tablet Users, by Race/Ethnicity
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Overall
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Tablet Users
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Dual Smartphone & Tablet Users
by Brand
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Android Tablet Users
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iPad Users
by Age
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Tablet Users, by Age
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Tablet User Penetration, by Age
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Tablet User Share, by Age
by Sex
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Tablet Users, by Sex
by Generation
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Tablet Users, by Generation
by Race/Ethnicity
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Tablet Users, by Race/Ethnicity
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Tablet User Penetration, by Race/Ethnicity
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Tablet User Share, by Race/Ethnicity
by Activity
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Tablet Audio Listeners
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Tablet Banking Users
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Tablet Facebook Users
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Tablet Gamers
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Tablet Internet Users
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Tablet Social Network Users
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Tablet Twitter Users
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Tablet Video Viewers
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US Tablet Users, by Race/Ethnicity

Timeframe20232024202520262027
Millions
– AsianMaximum of two rows can be charted.
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– BlackMaximum of two rows can be charted.
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– Hispanic*Maximum of two rows can be charted.
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– WhiteMaximum of two rows can be charted.
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– Other**Maximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% Change
– AsianMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BlackMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hispanic*Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– WhiteMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other**Maximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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Source: eMarketer

Note: individuals of any age who use a tablet at least once per month; *can be of any race; **includes Native Americans, Alaska Natives, Hawaiian and Pacific Islanders, and bi- and multiracial individuals

Additional Note: Tablets are touchscreen devices with a color display ranging 5 to 14 inches, a Wi-Fi connection or mobile data plan, and an advanced operating system such as Android, BlackBerry, iOS, or Windows. Though some have detachable keyboards, touch is the primary interface. Devices with a cellular voice connection are excluded. Examples include Amazon Kindle Fire, Apple iPad, Google Nexus 7 or 10, Microsoft Surface, and Samsung Galaxy Tab. Estimates are based on the US population numbers from the US Census Bureau’s March 2018 data, which is based on data from the 2010 census.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, and demographic adoption trends.

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