Tablet penetration is already half that of smartphones, but tablets accompany rather than replace other devices. Barely 2.5 years after the launch of Apple's iPad ®, more than 1 in 4 respondents say they own or will own a tablet while over half own a smartphone. Interestingly, the vast majority of tablet owners already have a laptop and/or a smartphone.
The emerging mobile-centric consumer recognizes that online access offers wider choice, ease of access and ubiquitous availability; in stark contrast to the ‘traditional’ consumer that is tied to the PC or primarily lingering offline.
Consumers understand that advertising can underwrite the cost of the content they enjoy. In growing markets like China and Singapore, respondents are prepared to accept ads in exchange for lower prices or free content and services. Ultimately, advertising opens the door for paid content; independent research shows that US consumers who own a smartphone and/or a tablet are three times more likely to say they are willing to pay for a streaming on-demand service such as Spotify than are those who own neither.