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"Second Screen" Demand Strong in Developing Countries
Tablet and Portable Device Survey Data to be Released at Mobile Asia Congress Boston, MA - November 9, 2011 – The recent Strategy Analytics survey of middle-class consumers in five developing countries demonstrates that the need to stay connected and access information on the go will translate into broad-based demand for tablets and other “second screens” in order to replace or augment laptops and mobile phones. The survey, conducted by the Emerging Markets Communications Strategies Service (EMCS) and User Experience Practice (UEP) at Strategy Analytics, will be showcased at Mobile Asia Congress in Hong Kong. “These Strategy Analytics interviews make clear that second screen devices meet a lot of needs among mass market consumers in developing countries,” says Tom Elliott, Director of EMCS, who will be presenting the survey findings.
Strategy Analytics conducted in-depth personal interviews with middle-class consumers in Egypt, Kenya, South Africa, India, and Indonesia in September and October, 2011. According to Paul Brown, Director of the User Experience Practice, “These are not the urban elites who already have tablets. These are people whose current use of use devices and media suggests great buying potential, with just a few improvements in price points and device capabilities.”
The survey findings will be presented on Wednesday, November 16, 2011, at Mobile Asia Congress, produced by the GSM Association and taking place at the Hong Kong Conference and Exposition Centre.
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