Tablet Ownership Doubles and Why You Should Care

If you think everyone in your circle of influence is tapping on a tablet these days, you’re not alone. According to the Pew Research Center, more than one third (34%) of American adults now own a tablet device of some kind, almost double the 18 percent adoption rate at this time a year ago. The recent Pew report said tablet adoption spikes in the 35-44 age bracket and appears to rise alongside educational attainment and household income level. The most popular brands are iPad, Samsung Galaxy Tab, Google Nexus and Kindle Fire. No surprises there.

What struck us most about the Pew report is that tablets, unlike smartphones, are still owned primarily by the high income/high education demographic that your clients fall into:

·         Those living in households earning at least $75,000 per year (56%), compared with lower income brackets

• Adults ages 35-44 (49%), compared with younger and older adults
• College graduates (49%), compared with adults with lower levels of education

Unlike smartphones, which are most popular with younger adults ages 18-34, the highest rates of tablet ownership is among adults in their late 30s and early 40s. In fact, almost half of adults ages 35-44 now own a tablet computer, significantly more than any other age group. There are no statistically significant differences in tablet ownership between men and women, or between members of different racial or ethnic groups. But, that 35-44 demo is going to be the heart of your target market in the next 5-10 years.

What this means for me?

First, while all the online gurus from inside and outside your organization are telling you make everything mobile friendly, you need to distinguish between all things mobile. What resonates on a 7-9 inch tablet screen can be vastly different than what works on a tiny smartphone screen. Also, remember that some of your younger web designers and marketing folks are not the same demographic as you and your clients. They’re more likely to be smartphone slingers than tablet tappers. Don’t let them push you into designing what’s best for them and their peers. You’re paying them to design what’s best for you and your client base.

Macro View

Expect the Fed to drive the nervous nellies (aka profit takers) on Wall Street crazy for a few more weeks. But the underlying economic indicators continue to point upward. Slowly and surely upward like the last stages of a high altitude mountain climb or bike race—but the key word is “up.”

Housing starts rose 6.8 percent in May according to the Commerce Department this week and builders applied for more permits to build single family homes that at any time in the past five years. Government data shows that new home construction has risen 28.6 percent since May of 2012, bolstering hopes of a full-fledged housing recovery. We’ve got plenty more data if you need it.

Conclusion

At the end of the day, your clients, prospects and stakeholders are migrating to an always connected mobile mindset. Just remember that the device they use for phone calls, emails, instant messages and snapshots is not necessarily the device they use to engage with your thought leadership content. If you’ve got something important and substantive to share with your target market, first consider which device they’re going to use to read/view/download it. Is it something that fits into their briefcase—or the back pocket of a tight pair of jeans?

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Tags: Housing starts, building permits, housing recovery, tablet ownership, iPad, Samsung Galaxy Tab, Google Nexus, Kindle Fire

TAGS: Building permits, Commerce Department, Seth Godin, James Hackett, Steelcase, cutting corners

Now Is Not the Time to Be Cutting Corners

We know it’s late August. It’s hot, muggy and you’ve already used up your vacation. The business and political climate is still uncertain and you’ve got too many deadlines to possibly handle before the real post Labor Day sprint kicks in. At times like this, there’s always the temptation to “mail it in,” cut corners a little and maybe try to get by with 90 percent effort or even 80.

Don’t do it.

As Steelcase CEO, James Hackett revealed in yesterday’s New York Times, “you have to practice for moments when your integrity might be tested,” such as a bad earnings quarter or a tough issue at your company. “People tend to double down and do bad things under the most extreme pressure.”

In this hyper competitive age of outsourcing and technological one upsmanship, we’re pressured to squeeze every penny out of our production process and every hour of productivity out of our workforce. But cutting costs and cutting corners in order to pump up your bottom line won’t work in the long run, argues futurist and blogger, Seth Godin in his post today, “The Race to the Bottom.”

“There's always the opportunity to cut a corner, sacrifice lifestyle quality and suck it up as we race to grab a little more market share. But the problem with the race to the bottom is that you might win.” Instead, he argues, we should strive to win the race to the top which is focused on “design and respect and dignity and guts and innovation and sustainability and yes, generosity when it might be easier to be selfish.”

OUR TAKE: As we’ve opinioned again and again in this blog, you can’t replace the value of high quality products, high quality client service and going the extra mile for your employees, strategic partners and stakeholders.

The bulls eye prioritization system

As Hackett observed, one technique that’s helped him prioritize for short-term, medium term and long term goals is to think of your work life as a bulls eye. “You put now in the center,” and the outer ring is “near” and the furthest ring is “far.” If you analyze your work calendar, how much time do you spend in each of the three zones?  “You’ve got to train yourself to work in all three zones simultaneously.” Unfortunately, it’s human nature to get pulled into the “now,” Hackett argues, and unfortunately at most organizations, the reward systems are build that way. Great leaders, he says, can transcend the short term thinking.

Macro View

Building permits rise to a 4 year high

Last week the Commerce Department reported that new building permits surged 5.1 percent to a seasonally adjusted annual rate of 717,000 units last month, the highest since October 2008. The numbers are yet another signal that the housing market is improving and experts say it could be the first time that home building adds to U.S. economic growth since 2005.

OUR TAKE: What we like about this indicator is that it points to “new” building activity, not just “sales” which in recent years has mean clearing out old inventory of bargain basement homes, factories, office space and apartments. This is potentially real investment activity and shows signs of confidence on both the consumer and business fronts.

Conclusion

As preseason football gets underway, focus hard on your basic blocking and tackling. Nail down the basics before you get too visionary, but again, don’t ever try to cut corners. As a great leader and marketing organization, however, you have to spend a little time up in the film room and up in the coaches tower to get the overview of where you are now and where you are going. No one wants to get blindsided by the unexpected or caught offside for moving to soon and too carelessly.

There are too many competitors, referees and video reviewers watching your every move.


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TAGS: TAGS: Building permits, Commerce Department, Seth Godin, James Hackett, Steelcase, cutting corners