2012
04.19

There’s no doubt tablet computers are popular. Sales of market leaders like the Apple iPad and Samsung Galaxy Tab are hot, along with a host of “me too!” products eager to cash in on tablets’ success. But what are tablet users really like? Do they have any defining characteristics? One recent survey set out to answer that question, specifically as it relates to mobile banking, but also revealing some other interesting facts about tablets and who buys them.

The report was published by Javelin Strategy & Research, which focuses its research efforts on consumer transactions. According to the report, called “2012 Tablet and Banking Report,” mobile banking among tablet owners is growing at twice the rate of non-tablet owners. This makes tablet owners of interest to banks.

The research determines some characteristics of tablet owners that Javelin says tend to define them, though of course the traits will not always hold true. But overall, Javelin says tablet owners tend to be young, between 25 and 44 years old. They also tend to be wealthy, with incomes exceeding $100,000 per year. Additionally, they have investable assets and use many banking products.

Javelin says all this means banks need to make sure their mobile sites and apps are appealing for tablet users and optimized to work well on the devices. Would people really switch banks based on a lousy mobile app? Maybe, especially if they happen to see the ease with which their friends are banking via a different app or mobile site. Because they fact is, with more and more people choosing mobile banking, the tablet (or computer or smartphone) has become the bank building, and the app or site is the lobby, counter, and teller.

The research report revealed a few other interesting nuggets. Javelin says Apple holds the top marketshare with 55% of the market. However, the Amazon Kindle Fire is making waves, capturing 10% of the tablet market in just a few months. Javelin says overall tablet adoption is forecast to grow to 40% by 2016.

With so many people using tablets, it’s likely the profile of the average user will broaden. And mobile banking may someday just be called “banking.”

Tablets will be one subject of conversation at the Connected World Conference, June 11-13. Register today to attend sessions such as Tablets/Computing to get an inside look at which devices will grab the greatest marketshare and what the market is demanding from the makers of these devices.

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