â–¶ First the Small Screen, Now the Medium Screen: Communicators should take note as increasing numbers of companies and influential consumers are taking to Apple’s iPad. More than 3.25 million units were sold last quarter, reports a Forrester study. Other findings include:
• In April, 83% of respondents had heard of the iPad; that figure rose to 95% in June. As a comparison, a total of 25% didn’t know what the Kindle, Amazon’s e-book reader, was, despite the fact that it launched three years ago.
• Although only 1.3% of people polled owned an iPad, some 3.8% intended to do so.
• Respondents who had bought the iPad were 40% more likely to use Twitter than the norm, with 20% more likely to use Facebook.
Source: Forrester
â–¶ Sustainability Struggle: Many major brand owners find it difficult to place sustainability at the heart of corporate strategy, despite the fact it is reshaping consumer preferences, innovation and manufacturing, says Deloitte, which quizzed 48 senior execs. Major findings include:
• 65% of the execs hope to strengthen eco-friendly credentials of products, 46% cite improved manufacturing techniques and 31% named “brand enhancements and perception” as sustainability goals.
• When identifying which functions had been impacted by sustainability, 51% said the activities of marketing teams were most affected, the highest percentage overall.
• Two-thirds of participants said sustainability had either already reshaped their business model or would do so, and 44% had adapted their manufacturing process, but just 10% followed the same route for R&D procedures. PRN
Source: Deloitte