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MMF-OPA -- Portrait of Tablet User-Wave 2 -- Jun12 (Public)

MMF-OPA -- Portrait of Tablet User-Wave 2 -- Jun12 (Public)

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Published by L'Usine Nouvelle

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Published by: L'Usine Nouvelle on Jun 19, 2012
Copyright:Attribution Non-commercial


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 June 2012
A Portrait of 
Today’s Tablet User 
 Wave II
Conducted in partnership with
 Who We Are:
Frank N. Magid Associates, Inc. is a leading research-based consulting firm withexpertise in media, communications and entertainment.
Fifty Years and Counting:
Since our first engagement with a local television station 50 years
ago, we have been at the forefront of innovation in the media, entertainment andcommunications industries.
Coverage of Multiple Media Platforms:
We boast robust practices across all mediaplatforms including print, broadcast and cable television, the Web, gaming and wireless.
Exceptionally Qualified Team:
Our team possesses PhDs and Master’s degrees in statistics,
marketing, media, engineering, journalism, anthropology, sociology, strategic communicationsand business, including analysts with advanced capabilities in qualitative and quantitativeresearch methodologies.
Experienced Strategic Consultants:
Our strategic consultants include past operators inthe print, television, Web, gaming and mobile industries.
Global Coverage:
Our team of 150 professionals operates out of offices in Minneapolis,Mumbai, New York, Los Angeles, San Francisco, Chicago, Atlanta, Dallas and Cedar Rapids.
Magid’s global network of partners extends across 44 countries to support our portfolio of 
international clients.
Frank N. Magid Associates, Inc.
Background: Methodology
OPA collaborated with Frank N. Magid Associates, Inc. for data analysisand insight. The
 Magid Media Futures
study evaluates attitudes andbehaviors of media and entertainment consumers.
Data comes from a nationally representative online survey of 2,540internet users between the ages of 8 and 64. The sample is matched to theU.S. Census with regard to age and gender
Data was collected from March 19 through March 26, 2012.
A high-quality, third-party online research panel and data collection firmwas used for recruitment and data collection.
U.S. internet population estimates are derived from U.S. Census
 and eMarketer data
(1) Margin of error on the entire sample was
1.94%;(2) Audience size references the portion of U.S. Internet population reflected in the sample (ages 8-64) as 236.2 millionpeople in 2011, 243.2 million in 2012 and 249.7 million in 2013. (Source: U.S. Census Bureau, eMarketer).

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