Asus has announced the results of the global survey which was designed to identify how consumers between the age group 19 to 35 feel about tablet devices. The age group is commonly referred as Millennials. The survey is conducted with market research firm Edelman Berland, a part of “Luxury on Your Terms” global marketing campaign. The campaign is designed to support the launch of ASUS ZenPad tablet, it’s a premium Android tablet which features interchangeable covers and allow customers to personalise their device. The ASUS Millennial Consumer Global Survey was conducted in June 2015 by Edelman Berland. It involved 2,630 consumers aged between 19 and 35 across five regions, including the USA, UK, Russia, India, and Indonesia.
Erik Hermanson, Head of Marketing (Mobile Products) at ASUS, said:
“We originally conducted this survey to learn more about the role of tablets in the lives of people who use our technology, but in that process we found that Millennials define luxury in a new way. Based on the survey findings, we see the ASUS ZenPad as an ideal solution for Millennials.”
In the United States, 37 percent of the Millennials define luxury as having the time to do the things they love. In India, 40 percent see luxury as the ability to do things in their own way. These results indicate that instead of seeing luxury in terms of material things, young consumers associate the idea of luxury with personal time and freedom.