Tablet sales are growing worldwide and changing the landscape of personal
computing. This is true across mature markets as well as emerging ones. However,
little research has been done on the influence of tablets in the emerging markets.
This paper presents insights gained during an exploratory study on the use of
tablets in four cities: Sao Paulo, Mexico City, Jakarta and Bangalore. The results
uncover similarities and differences in the use of tablets in mature markets versus
emerging markets and identify implications for design across markets.