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Insight/ Emerging Media

How To Capture A Fragmented Tablet Audience

Henry Ford famously said, "If I asked people what they wanted, they would have said faster horses." When Apple's iPad -- the Model T of the tablet world -- was first introduced, it fulfilled an unforeseen need in consumers' lives much like the automobile did a century ago. Yet in the last year alone, we've seen tablet prevalence explode, resulting in a subsequent shift in the underlying reasons behind why consumers purchase, and how they use, their devices.

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