Growth of tablets will propel new-age marketing

Since the iPad launch in 2010, well over 200 million tablets already have been sold across the globe. When you compare the number with that of laptops. Starting from just about 2 million units in 1990, they touched 29 million a decade later. Tablets have begun cannibalizing both eReader and laptop device sales, according to a a recently released published by Forrester.

They offer a distinct advantage over the latter – they are mobile because of their light weight; are easy to carry for their long battery life. Tablets also offer convenience thanks to a touchscreen plus their ‘always on’ mode. The  forecast for ‘World Tablet Adoption (2012 To 2017) courtesy Forrester Research tries to analyze the drivers of tablet adoption across no less than 50 countries. Here the key findings:

Background of tablet’s growth

With the launch of Microsoft’s Windows 8 operating system and the Surface tablet with its detachable keyboard and heavier weight relative to other tablets, the boundaries between the tablet and the laptop are starting to blur.

However, tablet adoption and use will remain a key focus going forward as battle lines are drawn for tablet market share across the Android (branded and unbranded), iOS, and Microsoft platforms. A growing online population: By 2017, the majority of the worldwide online population will reside in Asia Pacific; this region will contain 34% of tablet owners. Europe and North America will follow.

The changing demographics of tablet owners:

While early tablet adoption took off primarily among the younger, wealthier demographic groups in Western countries, explosive future growth will come from a wider range of tablet users. In developing countries, tablets will become the first computing device for many people, creating new opportunities for growth both in tablet sales and content.

The changing use cases for tablets

Tablets are no longer just entertainment devices; by 2017, businesses will own just under a fifth of tablets worldwide. The business use of tablets would be even higher if bring-your-own-device (BYOD) tablets were counted.

The winners will be those businesses that can successfully position their content and campaigns to suit the changing demographics of tech-savvy consumers, especially business tablet owners.

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