Study: Tablets Still a ‘Nascent’ Market
The Nielsen Company recently released a survey that attempts to measure how people are using their mobile devices—smartphones, Kindles, iPads, etc.—along with the kinds of content consumed and interaction with advertising. While the study is a frank reminder of how small the tablet market still is, interactivity-based metrics are promising.
With all the hype surrounding the iPad platform and its potential for traditional media companies, the study, which polled 5,000 device owners, offers an immediate reality check. Only 4 percent said they own tablet computers, prompting the Nielsen reachers to describe the tablet market as “nascent.” With an estimated 8 million units sold so far, tablets, as iconic as they are, have not yet reached mainstream status in terms of actual ownership.
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