We find comfort in the familiar — and when it comes to our technology preferences, it's no different. In a recent report by my colleague Michael O'Grady he explored the key decision-making factors that drive tablet adoption among consumers. While shopper demographics and needs precipitate tablet purchases in a variety of ways, ultimate brand selection depends, perhaps, on even subtler characteristics. Certainly, there are those memorable advertising campaigns, such as the recent Windows 8 commercial that parodies Apple iPads, which influence our perception of tablet brands. However, less obvious factors such as previous technology ownership and operating system familiarity may direct our tablet purchasing behavior.
Forrester’s Consumer Technographics® data reveals that consumers tend to adopt tablet devices that run on the same operating system as their smartphone. Specifically, we find that US online consumers owning Android, iOS, and Windows smartphones seek out consistent operating systems on their tablet:
With almost 80% of homes in the EU-7 (France, Germany, Italy, Netherlands, Spain, Sweden, and UK) having online access in 2013, Internet connections are a standard household component today in Western Europe. And as users demand faster connections to consume rich media content across multiple devices, broadband connectivity is quickly becoming the norm. The Forrester Research Online Access Forecast — Broadband, 2012 To 2017 (EU-7) shows that 72% of all EU-7 households had a DSL, cable, or fiber broadband subscription in 2012, well above the global average. But not all European countries show the same level of adoption. Within this group of seven, we can split the countries into three distinct groups of relative broadband development and adoption:
Advanced adopters. The Netherlands and Sweden lead the pack in terms of both broadband penetration and the share of broadband users opting for high-speed connections. Early and robust deployment of fiber-to-the-home (FTTH) networks and strong cable offerings will encourage most consumers to shift away from slower connections, giving cable and fiber more than a 60% share of the home broadband market by 2017. Sweden in particular has one of the world’s strongest high-speed Internet markets today, with more than a quarter of all households enjoying a fiber connection.