The California-based tech company Apple is a pioneer in the global tablet market. Much of the growth and success of tablets in the consumer market is attributed the introduction of the iPad in 2010. Apple is not only the leading tablet vendor in the world, but the company has a strong presence in its domestic tablet market. There were 78 million iPad users in the U.S. in 2015; by 2019, this figure is forecast to exceed 80 million. As of 2015, half of all tablet users in the United States are iPad users, while a quarter of the total American population used an iPad at least once a month.
Americans use their tablet devices for different activities, such as playing games, reading, accessing the internet, making online purchases, and watching videos. Accessing mobile shopping services on their tablet device is common activity for American tablet users. The mobile buyer penetration rate amongst tablet users in the U.S. is high compared to smartphone users. In 2015, 72 percent of tablet users made a purchase via their mobile device, while only 43 percent of smartphone users used their device for this particular activity. By 2019, more than 80 percent of tablet users are forecast to shop online via their tablets. Watching video content is also a popular activity amongst tablet users. The number of tablet video viewers in the United States is expected to grow from about 100 million in 2015 to just over 120 million in 2019.