Tablet ownership in business has tripled to 61% over the past three years, a new global study has revealed. The latest Global Mobile Survey from IDG Global Solutions highlighted how 80% of respondents now research products or services for business on a tablet in the evening.
The research involved studying the mobile behaviour of more than 23,500 senior executives and consumers in 43 countries. It highlights the change in consumer habits driven by new technology. Of those surveyed, 40% admitted to having replaced either their desktop or laptop with a tablet.
Consumers are also multi-tasking more when using mobile technology with 61% using another device at the same time as their tablet and 58% using a different device when using a smartphone.
Mobile presents great opportunities for brands, said IDG, however, there are ongoing concerns about security and mobile access. The lack of mobile-enabled websites (45%) in business and security concerns (43%) are the main reasons for those not making purchases on smartphones.
Christina Carstensen of IDG Global Solutions said the mobile evolution is having a profound effect on businesses and consumers. She pointed out that brands now need to develop closer relationships with customers. Brands are more likely to engage younger consumers by producing high-quality social content and video.
The report also revealed how 91% of 18-24 year-olds and 85% of 25-34 year-olds are using social media and apps on smartphones while 65% of 25-34 year-olds use another screen – such as television - while using a tablet.
‘We have moved beyond media convergence to a convergence of technology and humans, and brands more than ever need to show their human side to communicate in a relevant, engaging and intuitive way.’