The percentage has been growing since last year, Pew stated, with the increase due to the introduction of more cheaper tablets during the latter stages of 2011.
Approximately 68 percent of tablet owners bought their tablet within the last year, with 32 percent purchasing their device during 2012.
The emergence of affordable tablets has also attributed to the decrease of iPad's market share. 52 percent of tablet owners own an iPad, which is a considerable drop from its 81 percent market share last year. The rest of market, meanwhile, mainly consists of Android devices. Notable devices include Amazon's Kindle Fire at 21 percent, followed by the Samsung Galaxy Tab at 8 percent.
Apple's tablet market share may drop even further; the survey was conducted from June 29 through August 8 among 9,513 adults who were 18 years of age or older, and therefore it was conducted before the introduction of Google's Nexus 7 and Amazon's Kindle Fire HD. Both of the devices feature a lower price tag than the iPad.