Tablet revolution set to boom

Emma Wilkinson

May 02, 2012

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Adobe Creative Cloud Tablet It appears that our love for technology and gadgets continues to be insatiable despite the economic gloom. According to a recent Forrester report, 375 million tablet devices will be sold in 2016 and an incredible 760 million tablets will be in use… perhaps give or take one or two! E-readers aren’t far behind either, with IDC estimating that the market in EMEA more than doubled last year. Whether it is the technology driving the demand, or demand driving the technology, one thing is clear, the digital landscape is evolving and so too is the way in which we interact with brands.

With the future of digital heavily featuring tablets in all their forms, it’s more important than ever that brands work out how to respond. This might mean a tablet-friendly site that uses video and interactive content whilst creating exclusive tablet magazine editions, as adopted by Vanity Fair amongst others.

Tablet Growth Graph Forrester

Source: Frank Gillett, Forrester

Only by doing so will brands keep pace with consumer demand. As shown by the explosion in tablets, we have changed the way we shop, the way we work and the way we communicate. We aren’t content with static IT anymore, we want flexibility, accessibility and speed. We want to shop on the bus, pay our bills from our phones and we want to update Facebook whilst we’re making our breakfast. Only by meeting these demands will brands succeed in the future.

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

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