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Posted by Reineke Reitsma on January 28, 2011
With tablet sales projected to grow from 10.3 million in 2010 to 44 million in 2015, we wanted to understand what will be fueling this growth. Since 18- to 24-year-olds will be the ones growing up accustomed to this technology, we honed in on this demographic to see what it is about the tablets that excites them the most. Our Technographics® data shows that they want a tablet for a variety of reasons, but what they are most attracted to is its portability, and they are much more driven than US online consumers in general by its “fun factor.”
It is clear that the tablet presents great opportunities for marketers to expand their multichannel interaction with consumers. However, before jumping on the bandwagon, brands need to understand the behavioral nuances of different age groups in order to keep applications relevant to their target segments.
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