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BizReport : Blogs & Content archives : February 08, 2010

Report: Tablets point to always-on functionality

In the coming year, online and mobile marketers may have a new venue in which to operate: the always on venue. The release of Apple's iPad is only weeks away, upgrades of e-book readers are coming and now rumors that other tech firms will soon roll out their own tablet type computers. These releases, according to a new report from Frank Magid & Associates, will bring consumers into the always-on arena, a place just waiting for marketers to join in.

by Kristina Knight

"The iPad signals a change in the consumer and advertiser mindset, where digital and traditional media converge with unique interactivity," ">said, Brent Magid, CEO, Frank N. Magid Associates. "The tablet offers a provocative new experience for consumers to interact with print content, and is attractive not only to the tech-savvy Millennials, but for Gen Xers and Boomers as well."

The Magid study is based on the results of customer focus groups and executive interviews just before Apple released their iPad news. Consumer respondents indicated that they would consume more content via a tablet device because of the ease of use and at-the-fingertips functionality. They also reported that being able to easily interact with content was a selling point.

For marketers the upcoming tablet releases offer:

• Near constant connectivity with consumers through tablets
• Hyper focused targeting based on user location
• Ability to interact by customizing ads according to relevance

"The data tells us that the tablet could represent the next-generation of customized, contextual advertising...a 'win-win' for consumers, advertisers and content providers alike," said Molly Ludwig, Executive Director, Entertainment Media, Frank N. Magid Associates. "The race is on for advertisers to successfully create ads that incorporate a new mix of rich media content, including photos, videos and interactivity to take full advantage of this new tool."

Solutions Research Group agrees. They recently released a 'profile' of potential iPad/tablet consumers predicting that most tablet consumers are mid-30s, using laptops, streaming online video but currently without a smartphone.

Tags: Apple iPad, e-books, Frank Magid Associates, mobile advertising, online advertising, SRG Research, tablet computers

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