Forrester report reveals growing European tablet market

Published on 28 February 2013 by in Latest News

tablets customer interaction management Forrester report reveals growing European tablet market

The growing importance of a multi-platform CRIM strategy was highlighted again this week after a new survey from research giant Forrester forecast tablet ownership in Western Europe would quadruple in the next five years.

The research, which analysed projected trends of tablet ownership, predicted that by 2017, tablet ownership would be 55 per cent. This is a rise from 14 per cent in 2012; currently one in seven Europeans own a tablet computer like an iPad or Nexus 7.

The study asked 13,000 consumers in countries such as Spain, France and the United Kingdom about their tablet habits in order to make the prediction. In the UK, tablet ownership is expected to grow to 64 per cent from its current total of 14 per cent.

Speaking about the research, the author of the report Thomas Husson, stated:

“Tablets are social devices mostly used in the digital; home. Companies that want to exploit tablet opportunities need to understand they require a differentiated approach from smartphones.”

The accelerating growth of the tablet market has required companies to reassess their CIM capacities. Indeed, the Forrester survey also highlighted the different ways that consumers use the technology; according to the report tablet owners preferred to use their tablet rather than a smartphone in the living room and the bedroom,(62 per cent/45 per cent split).

Reineke Reitsma, co-author of the report and research director at Forrester, commented:
“Our data shows that tablets have found their sweetspot: Bigger than a smartphone and more portable than a laptop, they have bridged the gap between these two devices, allowing consumers to entertain and inform themselves.”

Since the launch of the iPad in 2010, companies have been increasingly using the tablet format to remain in contact with their customers, providing apps and website features which ensure that customer communication can be folded into the traditional CIM channels.

Contact one of the team to discover how companies are utilising the numero platform to provide CIM through the tablet format.

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