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New Doremus/Financial Times Poll Finds Global Execs Double Their Use of Tablets
Annual "Decision Dynamics" survey from Doremus and the Financial Times taps into thinking and habits of senior level, global executives regarding their technology use.
The most common functions for tablet use are: checking news, visiting websites, searching, shopping and watching movies. Tablet use is growing across age groups, a definitive breakthrough from years’ past.
Regarding smartphones, 11% of the respondents said they only use them for basic functions, like calling and emails, with most now using their mobile devices for multiple functions such as checking the news or online banking and shopping.
Smartphone and Tablet Use
An Appetite for Apps
Among both smartphone and tablet users, nine out of ten use apps.
• North Americans are the heaviest users of mobile apps.
• The top five tablet apps for the under-45 group are: news, communications, social media, books, and games. For the 55+ crowd, the top five are: news, navigation, weather, books and finance.
Hope Picker, Doremus’ Director of Strategic Research, said, “With each passing year of the survey, the gap in technology use between executives under age 45 and those 55+ is narrowing. But this year the narrowing was significant, a sign that the plethora of channels available are being regarded and used by many of these global executives in their communications programs.”
Daniel Rothman, Director of Customer and Market Insights for the Financial Times said, “When marketing to this elusive and busy group, you can’t go wrong if print and online are core components, then it’s easier to build out from there.”
For more information about the current Decision Dynamics global survey, contact: Hope Picker (firstname.lastname@example.org)
About Decision Dynamics - Since 2003, Doremus and the Financial Times have partnered to learn what senior-level executives around the world, from a mix of industries and company sizes, think about their own local and the global economies, to ascertain their media consumption preferences, and to study their use of technology in their personal as well as their professional lives. The current survey was conducted online in late 2012 with over 400 senior level executives from a mix of industries and company sizes.
Doremus (http://www.doremus.com) is a specialist in a world of generalists. With offices in every major business center: New York, San Francisco, London, Frankfurt, Hong Kong, and Beijing, Doremus specializes in business communications, helping companies align their communications with their business objectives. Doremus does this by leveraging a unique understanding of the complexity of their clients’ industries and audiences, and translating that into compelling business-building solutions. BtoB magazine, the leading publication in business communications, has consistently named Doremus as one of its “Top Agencies” every year for the past decade. Doremus is a part of Diversified Agency Services, a division of Omnicom Group Inc.
About Diversified Agency Services and Omnicom
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (www.omnicomgroup.com)
a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com)