A new study from eMarketer shows that Asian-Americans are on top when it comes to the early adoption of both tablets and ereaders.
Asian-American adoption rates are expected to stay high for the next few years. Felipe Korzenny, Ph.D., stated that this is likely due to the fact that Asians are more educated than average and they have higher incomes.
eMarketer predicts that it will be 2013 before Non-Hispanic whites catch up and 2014 before they take the lead.
35% of Asian-Americans said they intended to buy a tablet in 2012. The study also found no appreciable difference in usage and intent when divided by age.
Beyond that, the high intent to purchase numbers makes Asian-Americans a great audience for new technology ads.
If your tech marketing is aimed at Whites – looks like you’re going to have to work a little harder and wait a little longer to see big rewards.