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The tablet is the most desired gadget for AP consumers: Microsoft

Nurdianah Md Nur | Feb. 7, 2014
Microsoft's study also showed the technology consumption habits and digital lifestyle of consumers in the region.

Almost four out of 10 consumers in Asia (35 percent) desire to buy or receive a tablet for both work and play, according to Microsoft's recent survey.

This desire is expected to translate into increased tablet ownership. Analyst firm Canalys forecasted that 285 million tablets will be shipped in the region this year, forming close to half of the total PC market (desktop, notebooks and tablets).

Conducted November last year, the survey sought to uncover the technology consumption habits and digital lifestyles of consumers in Asia. More than 1,300 respondents from Singapore, New Zealand, Indonesia, Malaysia, Philippines, Thailand, Vietnam, Korea, Hong Kong and Taiwan were interviewed.

Windows 8.1 fulfils the users' wants
The survey also revealed that 53 percent of the respondents owned at least a desktop PC, notebook and a smartphone. However, 67 percent of them wanted a better unified user experience across their multiple devices. Understanding this, Windows 8.1 enables users to have the same settings across all their devices via a single login so that they can better manage their applications, online services and social connections. Users are also able to save, share and retrieve their files from any device through the use of personal cloud services that are available on Windows devices and phones such as OneDrive.

To fulfil the consumers' desire to personalise their device, Windows 8.1 allows users to choose the way they would like to start: direct to Start Screen, Boot to Desktop, or into the new All Apps View. Users are also able to change the size of the Live Tiles on the Start Screen, as well as customise their background and colour for their desktop.

Apps galore
As laptops, tablets and smartphones are incomplete without apps, the Windows Store now features more than 140,000 apps while the Windows Phone Store is home to over 200,000 apps.

Consumers in Asia Pacific were found to be more likely paying for games (32 percent), books and magazines (24 percent), and utilities (24 percent) apps instead of social media apps (10 percent). Jason Lim, general manager for Windows Business Group at Microsoft Asia Pacific, explained that this is because consumers perceive these types of apps to "enrich content in their lives." 

More than half (56 percent) of the respondents also said that they will access a social media, email or messaging app as soon as they wake up. To meet the consumers' demand to connect with others, "Windows devices and Windows Phones come pre-installed with apps including Mail, Skype and People Help," said Lim. 

More information on the survey can be found from the infographic below:

Microsoft infographic


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