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BizReport : Mobile Marketing : January 03, 2014

Deloitte: Tablets popular among older mobile users

If you were asked which age group was the fast-growing adopter of tablet devices this year, would you have guessed it to be the older generation?

by Helen Leggatt

According to new research from Deloitte, reported by eMarketer, tablets are no longer simply for early adopters. Instead, they are now "into the hands of older mobile adults across mature markets".

Deloitte's research, conducted during the Summer of 2013, found that tablet ownership among those age 55 and over wasn't far off the overall ownership percentage.

In fact, in Singapore, more people age 55+ own a tablet than the overall average - 57% vs. 53%. In other countries, such as Finland, Japan and South Korea, tablet ownership among those age 55 and over is "at or almost at parity", as the table below, from eMarketer, illustrates.


However, just because ownership among older age groups is growing, this isn't necessarily a sign that the age group is also increasing in its tech-savvy. Deloitte's data shows that over-55's are more likely than younger users to have never downloaded an app.

Image via Shutterstock

Tags: apps, mobile marketing, mobile trends, silver surfer, tablet

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