Tablets and the “cozy” factor

It should be obvious by now that while Steve Jobs was his usual prescient self about consumers’ appetite for an easy-to-use tablet computer, he was wrong in one big way — literally. Despite Jobs’ insistence in 2010 that 9.7 inches is the perfect size for a tablet, the market has produced a bevy of different sizes with varying levels of success, forcing even Apple to introduce the 7.9-inch iPad mini. While the original iPad remains by far the most popular tablet, a host of smaller-sized rivals has made surprising inroads.

At first, consumer interest in small tablets befuddled me. The original iPad screen is smaller than the typical magazine as it is. With 7- and 8-inch screens, you lose even more screen real-estate, leaving little room for the page layouts that make reading newspapers and magazines on the (original) iPad — not to mention print — so enjoyable.

So why are consumers flocking to smaller-screen devices? Based on conversations with people who recently purchased smaller-screened devices, I’m convinced it’s the cozy factor. People are willing to trade a less-than-ideal reading device for a lighter, more luggable electronic “pal” that’s more accessible in a wider range of environments.

“Cozy” is a fuzzy concept. But as far as I can tell, it boils down to these concepts:

• Basic size/weight
• Tactile feel
• Personalized covers

Basic size and weight

Let’s face it. The iPad is big. It’s heavy. It’s not easy to lug around. The combination of its surface area and weight leave it susceptible to damage.

That means it’s not always convenient to pull out and use, which is probably why you don’t see a lot of people taking it out on the go. Yes, I saw people using it as a camera at Disneyland, and occasionally, you’ll see it precariously balanced on exercise bikes at the gym. But outside of Starbucks, e-readers and smaller-screened devices (including phones) are a much more common sight.

Smaller tablets are just easier to carry around.

Tactile feel

I love my iPad. But I don’t always feel comfortable taking it out and using it. Yes, it’s shiny and slick — almost too good. There’s something hard and uninviting about it. It’s unfriendly.

Old-school printed books are a different story. You can’t read one without feeling the texture of the cover, brushing your fingers against the paper as you turn the pages, appreciating the tactile sensation of holding your place in the text.

No tablet can replicate the touch and feel of a book, but many smaller tablets and e-readers recreate some of that physical appeal with textured backs a or curved forms that give the devices a certain palpable sense of approachability. These devices are more comfortable to touch and hold.

Personalized covers

This category sort of plays on the pervious two concepts. While iPad users have about a million different covers to choose from, most user opt for Apple’s own Smart Cover. The choice makes sense — most third-party covers add bulk to an already-large device.

Smaller devices are more amenable to a wider range of covers, giving them a more personal, touchy-feely appeal. What’s more, the devices seem more protected, which makes the user more likely to whip them out and use them in more places.

While I don’t plan on trading in my iPad anytime soon, I can see the appeal of smaller devices, even if it means a less-than-optimal experience for reading certain publications. It reminds me of the two robots in Disney’s 1979 sci-fi flop “The Black Hole.” Vincent was the better robot. But Bob was the one everyone loved.