A new study published by Kantar today claims that the value proposition for tablets is still very cloudy for consumers. In 4Q13, tablet penetration in the United States reached 37%, a growth of 54% compared to the same period in 2012. Yet year-over-year growth is beginning to slow down. The report notes that 53% of US consumers interviewed during the holiday quarter said that they won’t be buying a tablet in the next 12 months and 34% stated they were unlikely to buy a tablet in that same timeframe. The task for the industry tablet leaders is to send clearer marketing messages to consumers convincing them why they should take the plunge and buy a tablet. Of course Apple is well ahead of the researchers in this regard and initiated a focused ad campaign about different Verses – unique individual universes of how consumers are connecting to their iPad. Apple has an extensive list of stories outlining many different personal and commercial uses for the iPad. Apple’s the only one doing this.
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