Apple announced its newest iPad yesterday, an improved tablet that boasts a slew of enhanced features. Among the heaviest tablet users, moms are already planning to hand down their original iPad or iPad2 to the kids and upgrade to the new model for themselves on March 16. In an online survey we conducted of 1,500 moms, 47% said they'd be in line to pick up the newest tablet for $499 despite tough financial times.
Some other findings from our survey:
Tablet as her primary screen: like her smartphone, the tablet is emerging as mom's most-used device. She can check email, catch up on news, blog, check-in on social networks, shop, take and edit photos and videos and get almost everything accomplished on her tablet. Thirty-one percent of moms with tablets said they now use their PC fewer than two hours per week, yet log more than 10 hours per week on their tablets.
Multiple-tablet household: mom doesn't want to share her tablet with the kids! Rather than selling or trading in her older model, moms prefer to hand down to the kids so there's no more fighting for tablet-time.
Shop, shop, shop! A whopping 97% of the moms we surveyed said they have made a purchase using their tablet in the last month. Moms love custom shopping apps, with Gilt and Zappos ranking as their favorites.
For marketers, moms on tablets present a huge opportunity. Through a variety of channels – custom apps, social networks, media and more, marketers can see measurable results. A recent eMarketer study found that purchase intent was 59% higher after consumers viewed an interactive ad on a tablet vs. the same print ad in a magazine.
Tips for engaging moms on her tablet: