NEWS

WIRES

OTHER

Frank N. Magid Associates Releases Initial Consumer and Advertiser Attitudes Toward Tablet Category

Conducted in anticipation of Apple's launch of the iPad, the study revealed that the convergence of print, Internet and multimedia is very compelling to consumers and advertisers. Consumers acknowledge that they will likely read more content than usual with the tactile, interactive and customizable reading experience that a tablet will provide. In addition, the large, easy-to-use touch screen allows users to access information digitally but also interact with it as if it were in hardcopy. As a result, readers are more apt to tackle long-form content, such as long newspaper articles, lengthy magazines, books and textbooks.

The tablet will also create an unprecedented platform for social networking and collaboration. Consumers are excited by the opportunity to seamlessly share photos, videos, and other content whether across the kitchen table or via social networks like Facebook. Importantly, the larger screen is perceived to be better-suited to share photos and video content than a mobile phone and the portability of the tablet provides for a more enriching in-person sharing experience.,

"The iPad signals a change in the consumer and advertiser mindset, where digital and traditional media converge with unique interactivity," said Brent Magid, CEO, Frank N. Magid Associates. "The tablet offers a provocative new experience for consumers to interact with print content, and is attractive not only to the tech-savvy Millennials, but for Gen Xers and Boomers as well."

The platform offers a single point of reference for advertisers who can, in turn, respond to the unique interests, behaviors and attitudes of various users with more relevant and interactive advertisements. Ad buyers identified three key aspects of the device that present unique opportunities not currently available on any one media platform:

"The data tells us that the tablet could represent the next-generation of customized, contextual advertising...a 'win-win' for consumers, advertisers and content providers alike," said Molly Ludwig, Executive Director, Entertainment Media, Frank N. Magid Associates. "The race is on for advertisers to successfully create ads that incorporate a new mix of rich media content, including photos, videos and interactivity to take full advantage of this new tool."

Study participants saw potential for the tablet to be applied in a number of different industries, including:

The study also revealed consumer concerns about tablets including durability, battery-life and memory. In addition, respondents expressed mixed opinions about the touch screen keyboard, which has been difficult for some to master on smaller devices like the iPhone. However, these issues remain speculative until the device is launched and users can interact with it.

About Frank N. Magid Associates

Founded in 1957, Frank N. Magid Associates provides research-driven, strategic media counsel on the evolving consumer mindset for clients in 37 countries. The company helps businesses that are struggling to make sense of a constantly evolving marketplace connect with an increasingly elusive, splintered consumer who is seemingly hidden behind an expansive array of technologies. Magid provides businesses not only with an understanding of the attitudes, opinions and actions of today's technology-saturated consumers - but offers research-driven strategic advice on how to successfully brand, advertise, market and design their products and services. For more information, please visit Magid on the Web at www.magid.com.

Padilla Speer Beardsley
Scott Berwitz, 212-752-8338
sberwitz@psbpr.com