Bridging the Gap Between On-the-Go and On-the-Couch

A few weeks ago, hundreds of thousands of viewers huddled around their screens in hopes of catching a first glimpse of Apple’s newest tablet, the iPad Mini — a 7.9-inch tablet that’s been compared to the likes of the Kindle Fire HD and the Google Nexus 7. It’s obvious that Apple’s intention with the iPad Mini is to rival its smaller and, arguably, more mobile competitors in the marketplace, but advertisers have historically described the iPad as an “on-the-couch companion,” largely used in a lean-back setting. So how will a device change the consumer’s innate tablet behavior?

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