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For Customer Insights Professionals

Sizing Up US Tablet Usage And User Experience

A Technographics® 360 Report: Using Mobile Behavior, Social Listening, And Online Community Data

May 11, 2015

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Why Read This Brief

Today, we lump tablets into the broader category of mobile devices, implying that consumers take them wherever they go and use them throughout the day. Our data, however, tells us the opposite. Most US consumers use tablets at the end of the day, while at home, for entertainment purposes. This report explores tablet usage and experience trends through Forrester's Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses. It helps customer insights (CI) professionals understand why and how tablets must have user experiences that are different from other devices.

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