Will Tablets Spawn New Use Cases?
Five years ago, which seems like a lifetime in mobile, as part of a survey for a mobile operator we at Institute for Mobile Markets Research (IMMR) asked consumers to rank applications for which they were likely to use smart phones. Among the options, “program your DVR” was ranked near the bottom of a long list of then nascent applications. When our teenage son recently got a new iPad, imagine my surprise, then, when he discovered on the first day that he could use the iPad to program the DVR in our den. While initially impressed, we were less thrilled when from another part of the house he changed the channels on the TV we were watching.
Anticipating how new technologies will be used, especially new form factors such as tablets, is difficult. As the tablet market grows beyond early adopters, tracking actual and expected uses over time will be important. Data from the recent IMMR tablet study with a national sample (n = 1,014) show how individuals expect to use tablets, which in turn influences the various tablet hardware models and features they are apt to purchase.