Understanding Tablet Consumers

Abstract

This exploratory study surveyed 379 undergraduate students at a southeastern university to investigate the factors that contribute to the consumer ownership of tablets, iPads, and dual adoption of both a tablet and smartphone. It also examines the factors that may predict a consumer’s likelihood to own a tablet in the future, given their current status as a non-owner. The findings consistently demonstrate the importance of perceived tablet usefulness, microblogging social media usage, and computer commerce in affecting tablet, iPad, and dual mobile device ownership.

Mapping the Evolution of Media Management and Industry Studies in Journalism & Mass Communication Quarterly: 100-Year Retrospective and Future Directions

“…For instance, comparing the reading habits of “hybrid” readers who access both the print and online versions to those who only access online versions (Chyi et al, 2010), exploring the alleviating effects of search engine marketing, sponsored-links services, and smart advertisements on ad clutter ( N. Y. Kim & Sundar, 2010), delving into the role of consumption skills in smartphone app usage (Jung et al, 2013), investigating the dynamics of news selection behavior in high-choice media environments (Panek, 2016), exploring the factors affecting tablet and dual mobile device ownership (Chan-Olmsted & Shay, 2016), classifying consumers’ attitudes toward product placement into clusters based on the accessibility of brand recognition and their attitudes toward advertising (Ham et al, 2017), and articulating antecedents and consequences of perceived news overload (Song et al, 2017).…”