Time US Adults Spend Watching Video On Tablets Is Growing Faster Than Any Other Medium

Many US consumers are replacing their PCs with tablets for activities at home because of their portability including visitation to job boards, job aggregators and employer’s own web sites and the videos on those sites.

Viewing of videos on tablets by U.S. adults is expected to increase 54% this year, according to a new report by eMarketer. That’s faster growth than any other medium, and with the continued increase in purchases of tablets, eMarketer predicts tablets will lead all other devices for digital-video watching.

Nearly half of the U.S.  population will use a tablet at least monthly in 2014, according to eMarketer. In 2013, 132.2 million US consumers used a tablet, and that number is expected to grow 11.3% in 2014 to reach 147.2 million. Growth rates are projected to decrease into the low single digits over the next few years, reaching 171.3 million tablet users by 2018, or 52.1% of the population.

113.4 million US tablet users will watch video programming on their tablets at least monthly in 2014, representing 77.0% of all tablet users; a 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.

In comparison,  the number of video viewers on smartphones will reach 89.0 million in 2014 and is projected to grow to 125.4 million by 2018—a considerably large number not to be ignored, but video viewer penetration among smartphone users is not going over 60% and will not meet or surpass the penetration by tablets.

Tablet video viewing is outpacing time spent with video on smartphones, gaining more share of overall mobile video time year over year.  Time spent with video on smartphones will grow from 9 minutes in 2013 to 13 minutes this year.

In addition to looking at smartphone usage for watching videos compared to tablets, the current trends indicate that tablets will overtake online video viewing from desktops and laptops. eMarketer expects US adults to spend 22 minutes watching online video on PCs in 2014—a figure that is flat year over year.