Very insightful PDF report by Pewinternet.org about the US demographics and usage numbers of tablets, which may help Australian marketers to better understand and target tablet users as well...

Demographic groups most likely to own tablets include:

• Those living in households earning at least $75,000 per year (56%), compared with lower income brackets
• Adults ages 35-44 (49%), compared with younger and older adults
  
• College graduates (49%), compared with adults with lower levels of education

Trends in tablet ownership
Almost every major demographic group experienced significant year-to-year growth in tablet ownership 
between April 2012 and May 2013. In several cases, groups that already had the highest levels of tablet 
ownership saw the greatest percentage point increases over the past year:

• Among parents with minor children living at home, tablet ownership rose from 26% in April 2012 to 50% in May 2013 (an increase of 24 percentage points).
• Tablet ownership among adults living in households making at least $75,000 per year rose from 34% to 56% (22 percentage points).
• Tablet ownership among college graduates rose from 28% to 49% (21 percentage points).
  

eMarketer predicts some very promising growth data for mobile commerce in the US in the next few years. Tablets and smartphones drive faster growth in online retail which comes as no surprise. Further good news from emarketer suggests that mobile shoppers do more impulse buying and use extended night hours to shop later in the day as well. The big question remains how mobile sites and apps will have to look and feel in the next few years to support these growth theories and whether the main websites need usability adjustments as well to make them more attractive and easier to use on tablets especially which I will cover in later posts.


Read more about the emarketer forecasts here: http://www.emarketer.com/m/Article/Smartphones-Tablets-Drive-Faster-Growth-Ecommerce-Sales/1009835