News from CES: Tablets Offer Opportunities to Market to Women
Image courtesy of Digital Trends
MMC was at the 2012 International Consumer Electronics Show (CES) this week and, as had been predicted, heard a lot of news about tablets and e-readers.
To compete against the dominance of the iPad, many companies are introducing tablets running on Android or Windows 8, and at a variety of price points. Even traditional e-readers (such as Amazon’s Kindle or Barnes & Noble’s Nook) are evolving to include tablet-like functionality. According to recent statistics, 65% of Americans are expected to own a tablet or smartphone by 2015. With a user base topping 82 million, the consumption of media through these devices will only increase.
Women purchase the majority of tablets. Nielsen said in August that 61% of all eReader owners are now female, compared to a mere 46 percent in Q3 2010. Tablet owners are also using other forms of media less: 39% of tablet users say they use their laptop less frequently, while 20% admit to not reading print magazines as often.
This quickly growing phenomenon gives marketers many exciting opportunities to spread the word about their brands and tie advertising and PR more closely to sales. Via their tablets, readers can share products and brands they love through Social Media, increasing word-of-mouth about the publication and the product. Tablet-only newspapers and magazines can enable direct links to purchase or provide geo-specific links that guide consumers to the nearest point of purchase. And there are probably endless opportunities to partner with retailers to offer promotions through location-based check-in.
MMC is embracing this trend with gusto. What about you?
