What's new in tablets? Adoption

According to Mojiva's February Mobile Audience Guide, unique users on the iPad platform have increased 500% since November 2010; ad requests increased by more than 800% during the reporting period.

Tony Nethercutt, General Manager of Mojiva said, "With the introduction of Android 3.0 Honeycomb OS later this month, we expect to see momentum to pick up on tablet devices outside of the Apple sphere of influence, and mobile marketers will need to adjust their mobile investments accordingly in order to fully deliver their 'big idea' creative executions to the widest audience."

Meanwhile, DisplaySearch, a division of NPD Group, forecasts that tablet sales will soar from an expected 55 million this year to more than 172 million by 2014. That should move tablet computing to roughly 35% of the PC market. iSuppli's predictions are in line with those from DisplaySearch. iSuppli forecasts that tablet sales alone will increase more than 1,000% to reach more than 242 million in 2014.

While the iPad may own the market at this point as more apps are developed for other operating systems, more attention will be given to tablets like the Samsung Galaxy. In fact, Android is banding on it. An IMS Research forecast predicts by the end of 2011 there will be an installed base of 140 million Android devices - from smartphones to tablets.

"Such reach into consumers' hands means more operators will be developing apps that enable subscribers to purchase and consume content on new portable platforms and explore new convergence applications, such as controlling your on-demand service on the TV set via the smartphone," was written in the report.

Tags: IMS Research, iSuppli, NPD Group, tablet advertising, tablet content, tablets