We are all on the Tablets now

Was it a surprise to anyone when Ofcom published a report documenting the growing of Tablets in the UK? (http://consumers.ofcom.org.uk/news/five-years-tablets) Any one who commuts on a regular basis will know how popular they are and I am a complete convert. I use mine for meeting notes, presentations, writing this blog, keeping up on linkedin and Facebook as well as watching TV, searching the web and generally doing digital stuff.

The part that caught my eye though was the demographic.

” Tablets are proving particularly popular among people aged 35-54 with nearly two thirds of this age group (64%) having a tablet.”

The classic demographic target for our consumer marketers is the 18 to 34 age group due to perceived greater spending power, openness to new ideas and as yet unformed brand loyalty. Is this another example of Steve Jobs spotting a way to buck the trend? Jobs was famously ambiguous about who or what the iPad was for when it was introduced. Though i suspect that even a company with the deep pockets of Apple had more than gut instinct in their business plan. But would they have targeted this age group?