35.6% of all Internet users expected to be using a tablet by 2014 – iPad to lead the pack7
The report states that these predictions account for multiple users on the same device, rather than strictly unit sales. It predicts that moving forward, tablets will become a single user device, much like smartphones and that eventually the majority of sales will be comprised of users replacing their devices rather than expansion of the market.
eMarketer predicts that the iPad will lose some market share to competitors, but overall will remain as the leader. By 2014, iPad users are expected to double to 60.8 million, or 68% of all U.S. tablet users.
On the demographics side, eMarketer believes that market, which currently has more male users, will balance out in coming years. It also estimates that the 18-34 demographic will rise from 31.5% to 34.8% while the 35 and older group will drop from 55.5% to 49.3% by 2014.
source: eMarketer via BGR