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Trading To Tablets?: Who Are These Early Adopters?

While most consumers plan to replace their current PC with another when it stops working, around 25% may switch to a tablet or similar device instead. This group tending towards tablets over PCs ("intenders") is just as likely to be male or female and similar in age to PC users, but more racially diverse. Intenders are more likely to own a smartphone and less likely to need a PC for work. The top reasons for choosing a tablet over another PC are mobility, ease of use, comfort, and lower cost.

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12 views

Trading To Tablets?: Who Are These Early Adopters?

While most consumers plan to replace their current PC with another when it stops working, around 25% may switch to a tablet or similar device instead. This group tending towards tablets over PCs ("intenders") is just as likely to be male or female and similar in age to PC users, but more racially diverse. Intenders are more likely to own a smartphone and less likely to need a PC for work. The top reasons for choosing a tablet over another PC are mobility, ease of use, comfort, and lower cost.

Uploaded by

api-192935904
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TRADING TO TABLETS?

in collaboration with:
DESIGN-DRIVEN RESEARCH AND STRATEGY

www.DigitalCenter.org

www.BovitzInc.com

Despite rapid expansion of the tablet market and use of smartphones for computing tasks, most consumers still plan to buy another PC when their current machine wears out. However, a quarter of consumers may not replace their computer with another PC, foreshadowing those who are PC-less because they may switch to a tablet or a similar device.

WHO ARE THESE EARLY ADOPTERS?


50%

25%
A quarter of consumers may not replace their current PC when it becomes unusable.

Both genders are equally willing to ditch the PC

Similar age as PC users, but tend to be more racially diverse

43
65%
Own a smartphone
More likely to be a smartphone owner

AVG AGE

Why move to a tablet or similar device in place of a PC?


Mobility

21+13+19+11
21% 13% 19% 11%
Hispanic African American

50%

Less likely to need a PC at work:


intenders are more likely to be employed in the service industry than those planning to keep a PC (20% vs. 12%)

Can do everything I need Easier to use More comfortable Cheaper

5438+ 34+ 26+ 22+


54% 38% 34% 26% 22%

51%

vs.

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