If you still believe that tablets are merely a fad or just a way to engage more affluent early adopters in their 30s or 40s, you need to change your mind — now.
According to our latest Technographics® data, European tablet ownership is highest among 18- to 24-year-old online users — 25% of them own one! 2012 saw a surge in the popularity of tablets among this age group. Why? As with any technology that’s reaching critical mass, the profile of its adopters evolves over time — and it will continue to do so.
With double-digit growth in tablet uptake across Western Europe in 2012, about one in seven online Europeans now owns a tablet. And with further double-digit growth expected in the years ahead, tablets are changing the consumer technology landscape. According to the Forrester Research World Tablet Adoption Forecast, 2012 To 2017 (Global), 55% of European online consumers will own a tablet by the end of 2017.
Tablet owners are not precious about their devices: Of those that have a spouse/partner, 63% share their tablet with them; one-third of parents share their tablet with their children. This makes tablets a far more social device than smartphones, which are much more personal and intimate.