B2B marketers need to tailor their content to tablets as many workers are replacing their laptops with the medium, according to research from IDG Connect, a marketing research division of International Data Group (IDG).
The study of global iPad using IT business decision makers revealed 91 per cent of iPad owners use it for work communications and more people always use it for work than at home. Apple is winning brand loyalty as 83 per cent of respondents said they would not consider buying a different tablet device in the future.
The iPad has partially or completely replaced laptops for 66 per cent of recipients, demonstrating the importance of tailoring emails, websites and downloadable content to this increasing popular medium.
The full report is available to download here
