This year will be the year that women truly embrace tablets, according to Michael Haggerty, SVP and Director of Research and Marketing Accountability at UM. What's attracting women to tablets? Unlike
men -- who are obsessed with a tablet’s “cool” factor -- women like tablets’ portability, UM found. They’re hoping to jettison all their heavy magazines for one, light
tablet, which they can easily carry in their “pocketbook,” Haggerty said. More broadly, UM found that tablets are family gathering tools -- as apposed to mobile phones, which people feel
are personal devices -- which appeals to female consumers. For some reason, women are currently less willing to pay for apps. Perhaps more than men, women also crave simplicity. Regarding that last
finding, Haggerty said: "We should be creating content that meets that need." Added Haggerty, "Interactivity is key."
