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Tablet Computers: Post-PC Wonderland or Utopia?
[April 11, 2012]

Tablet Computers: Post-PC Wonderland or Utopia?

(GlobeNewswire Via Acquire Media NewsEdge) SANTA MONICA, Calif., April 11, 2012 (GLOBE NEWSWIRE) -- Interpret, a leading entertainment, media and technology market research firm, today released its Interpretations report, "Tablet Computers: Post-PC Wonderland or Utopia?," which examines whether Steve Jobs' "post-PC era" statement is a marketing ploy or a likely reality.

The report takes an in-depth look at how tablet owners differ from traditional computer owners, both demographically and behaviorally. For example, tablet owners watch nearly two fewer hours of traditional TV per week versus traditional computer owners; not surprisingly, however, they engage in more digital behaviors, such as watching TV on the Internet, gaming and social networking.  "It's no secret that tablets are a hot technology, and the growth over the past year alone has been extraordinary," said Michael Dowling, CEO of Interpret. "However, tablet owners tend to be much more affluent than the average traditional computer owner, and the crossover between tablet ownership and smartphone ownership is high. So right now, tablets appear to be ancillary items, not yet replacing the computer or phone – rather, just another gadget for consumers to entertain themselves. That said, with the continuing popularity of the iPad and with the Kindle Fire and other more affordable tablets coming to market, we may see consumers eschew the traditional computer for a tablet." Click here for more information about this report.

New Media Measure™ is Interpret LLC's proprietary, quarterly survey of media behaviors, attitudes and product consumption. Designed to keep pace with the evolving media landscape, New Media Measure™ supplies the means to better measure and keep track of fast-changing consumer behaviors. New Media Measure™ surveys 9,000 consumers aged 12-65, representative of the U.S. population and weighted to U.S. Census.

About Interpret LLC Interpret is the leading cross-media market research firm. The company applies proprietary, cutting-edge methodologies and extensive category knowledge to help clients plan, test, and measure business strategies in the fast-evolving media landscape. Interpret's unique combination of syndicated measurement products and custom market research services provides a common language across media for the key stakeholders of the digital age.

The Interpret LLC logo is available at // CONTACT: Alex Place 310-255-0590 x346 [email protected] @InterpretLLC Source: Interpret LLC 2012 GlobeNewswire, Inc.

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