Marketing to boomers- Tablet users

Smartphone penetration is high among younger consumers and drops significantly among their older counterparts, but that pattern is less pronounced when it comes to tablet adoption, at least in a selection of developed markets. That’s according to survey results [download page] from Deloitte released in December 2012. The study, which looked at smart device ownership across 8 developed markets, found 18-24-year-olds to be almost three times as likely as the 55+ group to own a smartphone (58% vs. 21%), but less than twice as likely to own a tablet (19% vs. 11%).

The Deloitte report, “The state of the global mobile consumer,” suggests that the success of tablets in developed markets is in part a result of their adoption by age groups not traditionally seen as early adopters – such as older consumers.

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