The Digital Tourism Think Tank has previously reported on the growing number of women travellers, identifying trends amongst the segment. In line with these observations, new research from YouGov has found that women now own more tablets than men, as reported by The Drum.
The research found that females own 52% of tablets in the UK, up from 43% in Q2 of 2012. The findings come after Google recently revealed that tablet usage in the UK has tripled year on year. Additionally, looking within the tablet market, YouGov found that the increase in female ownership primarily comes from older Apple devices; iPad 1, 2 and Mini, with women owning approximately 60% of each.
Lead director at YouGov technology and telecoms, John Gilbert said, “The early adopters of tablets have typically been affluent males. As they buy the latest models, they have placed their old devices on to the secondary market or give them to other members of their household. A growing number of females and under-35s own older tablets, such as the iPad 1 and 2 while affluent males have the more recent iPad 3 and 4 and Samsung devices. Add to this the fact that it is women and young people driving the popularity of iPad Mini in the UK and it is clear where the surge in tablet ownership among females and under-35s comes from.”
For destinations and tourism organisations, being aware of these trends is essential when it comes to implementing targeted marketing campaigns. Knowing the demographics of a devices’ user base is very important information, to allow marketers to best to go where their customers are.
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