For younger consumers, social media is set to become the favoured channel for communication between brands and customers or potential customers, as customer support, product reviews, advertising and potentially even e-commerce all migrate to social channels. High levels of interaction with brands though social channels will serve to empower the next generation of young consumers and encourage brands to improve customer relations, as any negative feedback or reviews can easily be broadcast to large proportion of a brand’s customer base.
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Table of Content
Market factors European Commission and OFT weigh in on in-app purchasing debate ISPs introduce Cameron-supported internet filters to protect children Next-generation console releases to fuel recovery in the market A falling average smartphone price could drive adoption among children Entertainment hub positioning pushes consoles out of the bedroom Booming tablet market cannibalises desktop and laptop sales The consumer 86% of children use a mobile device in the home Figure 1: Technology used in the home, March 2014 Personal ownership is high for the majority of devices Figure 2: Technology ownership, March 2014 Android continues to dominate, but iPhone 5C has boosted Apple’s share Figure 3: Smartphone ownership, March 2014 Contract penetration is roughly on par with that of adults Figure 4: Smartphone payment type, March 2014 Interaction with strangers is the primary parental concern Figure 5: Parental concerns, March 2014
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