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The Value of Tablets In Mobile Marketing

George B. SR. Marketing Manager | Research
June 20, 2012

If you are a marketer and not already focusing on tablets, now is the time. Findings of a research study by the Pew Research Center in conjunction with The Economist Group, revealed that as mobile usage continues to increase among consumers, tablets have become more than a passing fad and should be considered an important part of the mobile marketing strategy.


According to eMarketer:

  • Worldwide tablet sales will grow by more than 317% over a two year period, reaching 129.9 million units by end of 2013.
  • The iPad is the dominant player in the market, with an 65% global share in 2013.



With more tablets on the market (iPad, Kindle Fire and the Droid) consumers can find something accessible that falls into their budget. Tablets offer the best of both worlds for consumers. For those on the go, they are easily transported and used to handle a variety of daily tasks like checking e-mail, social networking and consuming content.  On the other side, for those that prefer to sit home, they can conveniently access information or shop without being on a heavy desktop computer. As the popularity of tablets continues to surge, businesses could benefit from catering their mobile marketing strategies to these on-the-go consumers.


According to another study from Staples Technology Solutions, more than 90 percent of surveyed tablet users stated that the portability was the number one motivator for purchasing a tablet. Thirty-five percent even admit to using their tablets in the bathroom! Whether they are using the devices for work or play, the majority of tablet owners agree that mobility is the greatest advantage the device offers. Because tablets offer so many ways to engage customers with content, they represent a huge opportunity for marketers.


Mobile marketing is without doubt the next generation of marketing, and with mobile web browsing expected to overtake PC based searches by 2014, the shift to mobile marketing is looming. Tablet devices are emerging as an important new screen, in several ways. Tablets will outstrip sales of PCs (both desktop and notebook machines). That implies that online and mobile marketing, once aimed at notebook users, will shift more heavily to tablet screens. For marketers, tablets represent a wealth of untapped business. As the technology’s popularity continues to expand, businesses can create websites specifically for the mobile devices, making it more convenient for tablet owners to access online content.



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