Tablets use in emerging markets: an exploration.

Laura Garcia-Barrio
Lidia Oshlyansky
Proceedings of the 15th international conference on Human-computer interaction with mobile devices and services (MobileHCI '13), ACM, New York, USA(2013), pp. 594-599
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Tablet sales are growing worldwide and changing the landscape of personal computing. This is true across mature markets as well as emerging ones. However, little research has been done on the influence of tablets in the emerging markets. This paper presents insights gained during an exploratory study on the use of tablets in four cities: Sao Paulo, Mexico City, Jakarta and Bangalore. The results uncover similarities and differences in the use of tablets in mature markets versus emerging markets and identify implications for design across markets.