The Tablet Takeover: What It Means For Reaching Millennials
- February 1st, 2012
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According to stats released last week from Pew Research, tablet ownership more than doubled among Millennials between December 2011 and January 2012. At the same time, e-reader ownership also more than doubled, but tablets are outpacing e-readers. Nearly a quarter of Millennials (24%) have tablets, compared to 18% who have e-readers. We think that divide will continue to grow. The iPad is still the most coveted tech device among Millennials. And what’s more, why buy an e-reader when reasonably priced tablets like the Kindle Fire, Nook Color, and Nook Tablet are just a little more expensive and have far greater capabilities?
With the number of tablet-toting Millennials on the rise, marketers have a new challenge to break through the clutter. Now, when Millennials sit down in front of the TV, for example, they not only have their phones within arm’s reach, many also have a tablet within reach. Tablets, with their robust apps and big screens for surfing the Web and watching video, offer a new distraction for those bored with whatever they’re watching or doing. It’s yet another fracture in an already crowded media environment, making it harder for marketers to secure Millennials’ attention.
On the bright side, tablets, like their smaller smartphone cousins, can also be an advantage to marketers. With the rise of social TV, tablets make it easier for viewers to engage with other fans online while watching a show. During commercials, if a product interests them, they can comfortably look it up online without having to squint at a small phone screen or pull out their laptop. They can also share their thoughts on Twitter and other social nets. (During the Super Bowl, expect just as many tweets about the ads as the game.)
The other benefit is that tablets go where their owners go. They have constant access to a sizeable screen to engage with any media they want. Tablet owners can watch TV shows online, play games online and via apps, listen to music and find out what song is playing wherever they are, and engage with brands whenever the mood strikes them. They are always active, and always just a click away.
Marketers won’t convince Millennials to put down their devices and pay attention when they don’t want to, so it’s time to embrace tablets and find ways to use them to reach out to young consumers.