Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Consumer data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
-
- Figure 1: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
- iPad and Kindle account for majority of sales
-
- Figure 2: Global tablet sales, by units, Q3 2011 vs. Q4 2011
- Branding still a work in progress
- Market factors
- OS wars
-
- Figure 3: Tablet brand owned, by ownership of Android phones, iPhones, and Kindle eReaders, January 2012
- The insatiable appetites of technophiles
-
- Figure 4: Ownership and Intent to buy tablet for self or someone else, by ownership of other portable consumer electronics products, January 2012
- On the first night of Christmas…
-
- Figure 5: Gifting of tablets, by household income, January 2012
- The consumer
- The young and the wealthy not the only buyers, but the highest spenders
- It’s a PC, not a phone
- Parents big on tablets
- Can I get some cellular data with that?
- What we think
Issues in the Market
-
- Is WiFi sufficient connectivity?
- Are cloud and local storage spaces too small?
- Is it possible to compete with Apple and Samsung and also turn a profit?
- Portability vs. screen size
Insights and Opportunities
-
- Key points
- Gift purchases
-
- Figure 6: Tablet gifting, by household income, January 2012
- The gift that keeps on giving
-
- Figure 7: Tablet gifting, by ownership and Intent to buy tablet for self or someone else, January 2012
- Figure 8: Brand of tablet owned, by ownership and intent to purchase, January 2012
- Low-cost 3G tablets and data plans
-
- Figure 9: Ownership of smartphones, eReaders, and laptops, by household income, January 2012
-
- Figure 10: Ownership of smartphones, eReaders, and laptops, by age, January 2012
- Increased differentiation from cellphones
Inspire Insights
-
- Trend: Moral brands
- Trend: Rise of the Screenager
Market Size
-
- Key points
- Rapid rise from innovators to early majority
-
- Figure 11: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
Competitive Context
-
- Key points
- Competition with other consumer electronics products
- Smartphones and eReaders
-
- Figure 12: Ownership and intent to buy tablet for self or someone else among smartphones and eReader owners, January 2012
- Laptops
-
- Figure 13: Ownership and intent to buy tablet for self or someone else among laptop owners, January 2012
- Figure 14: Ownership of smartphones, eReaders, and laptops among laptop owners, January 2012
Innovations and Innovators
-
- Chat, watch, and listen in the bath or shower
- Any size you want it
- Toys for tots
- Microsoft Office and dual OS tablets
- Virtual keyboards
- Freemium 4G
- The end of the screen as we know it
Leading Brands
-
- Key points
- Market share
-
- Figure 15: Global tablet sales, by units, Q3 2011 vs. Q4 2011
- Comparison of costs and specs
-
- Figure 16: Product comparison: price, connectivity, screen size, and memory, March 2012
- Brand owned
-
- Figure 17: Brand of tablet owned, January 2012
- Top two brands carry the most satisfied owners
-
- Figure 18: Satisfaction with tablet, by brand of tablet owned, January 2012
- OS and app synergy
-
- Figure 19: Ownership and intent to buy tablet for self or someone else among iPhone owners, January 2012
- Figure 20: Brand of tablet owned, by owners of Apple laptops and smartphones, January 2012
-
- Figure 21: Brand of tablet owned among owners of Kindle eReaders and Android smartphones, January 2012
- Demographic analysis of ownership trends
-
- Figure 22: Brand of tablet owned, by age, January 2012
- Figure 23: Brand of tablet owned, by household income, January 2012
Marketing Strategies
-
- Key points
- Search
- Apple buys search for “tablet” but does not sell one
- Television ads
- Apple moves from apps to retinas
-
- Figure 24: Apple “True touch” campaign for new iPad, March-April 2012
-
- Figure 25: Apple “Things we love” ad for iPad 2, November 2011-January 2012
- Amazon moves from price to emotion
-
- Figure 26: Amazon “Life at your fingertips” ad for Kindle Fire, March-April 2012
-
- Figure 27: Amazon “Affordable” ad for Kindle Fire, February 2012
- Teen focus in Apple’s Christmas campaign
-
- Figure 28: Apple “That’s so fun” televison ad, November 2011-January 2012
- Samsung leaves the apps out
-
- Figure 29: Samsung “People it’s time to tab time” televison ad, July 2011-April 2012
Ownership, Intent to Purchase, and Spend
-
- Key points
- Interest crosses age barriers
-
- Figure 30: Ownership and intent to purchase, January 2012
-
- Figure 31: Tablet ownership, by age, February 2012
- Impact of age on expected spend and brand in next purchase
-
- Figure 32: Expected spend on personal purchase, by age, January 2012
- Figure 33: Brand of tablet intend to buy, by age, January 2012
- Nearly half of highest-income group own a tablet
-
- Figure 34: Tablet ownership, by household income, January 2012
- Figure 35: Intent to buy tablet for self or someone else, by household income, January 2012
-
- Figure 36: Expected spend on purchase, by household income, January 2012
- Gift-givers spend less
-
- Figure 37: Spend on tablets as gifts compared to spend for personal usage, and expected spend on intended tablet purchases, January 2012
- Ownership and intent to purchase highest among Asians
-
- Figure 38: Ownership, by race/Hispanic origin, January 2012
- Figure 39: Intent to buy tablet for self or someone else, by race/Hispanic origin, January 2012
Where and How Tablets Are Used
-
- Key points
- Limitations on use resulting from connectivity issues
-
- Figure 40: How internet is accessed on tablets, January 2012
- Usage profile more similar to laptops than phones
-
- Figure 41: Where tablets are used, January 2012
- Figure 42: Where tablets are used, by How internet is accessed on tablet, January 2012
-
- Figure 43: How tablets are used: current owners vs. expected buyers, January 2012
- Younger age groups stuck on video
-
- Figure 44: Top five activities that owners do with their tablets, by age, January 2012
- Connectivity drives differences by demographics
-
- Figure 45: How internet is accessed on tablet, by age, January 2012
- Figure 46: Locations/excursions where tablets are typically used, by age, January 2012
-
- Figure 47: Top five activities that owners do with their tablets, by household income, January 2012
- Figure 48: Main way of accessing internet, by household income, January 2012
-
- Figure 49: Locations/excursions where tablets are typically used, by gender, January 2012
- Figure 50: How internet is accessed on tablet, by gender, January 2012
Custom Consumer—Moms and Dads
-
- Key points
- Why parents are a central driver for sales
-
- Figure 51: Tablet ownership, by parental status, January 2012
-
- Figure 52: Intent to buy tablet for self or someone else, by parental status, January 2012
-
- Figure 53: Brand of tablet owned, by parental status, January 2012
- Where and how tablets are used by Moms and Dads
-
- Figure 54: Locations/excursions where tablets are typically used, by parental status, January 2012
-
- Figure 55: Top five activities that owners do with their tablets, by parental status, January 2012
Appendix—Other Useful Consumer Tables
-
- Brand owned
-
- Figure 56: Brand of tablet owned, by gender, January 2012
-
- Figure 57: Brand of tablet owned, by brand of tablet owned, January 2012
-
- Figure 58: Brand of tablet owned, by ownership of laptops, January 2012
- Ownership and intent to purchase
-
- Figure 59: Ownership and Intent to buy tablet for self or someone else, by age, January 2012
-
- Figure 60: Ownership and Intent to buy tablet for self or someone else, by ownership and intent to buy tablet, January 2012
-
- Figure 61: Tablet gifting, by age, January 2012
-
- Figure 62: Tablet gifting, by race/Hispanic origin, January 2012
-
- Figure 63: Tablet gifting by parental status and presence of children in household, January 2012
- Technology hardware ownership
-
- Figure 64: Ownership of smartphones, eReaders, and laptops among eReader owners, January 2012
-
- Figure 65: Ownership of smartphones, eReaders, and laptops, by type of phone owned, January 2012
- Spend
-
- Figure 66: Spend on personal tablet purchase, by household income, January 2012
-
- Figure 67: Spend on planned tablet purchase, iPad buyers vs. all buyers, January 2012
-
- Figure 68: Spend on personal tablet purchase, by gender, January 2012
-
- Figure 69: Spend on personal tablet purchase, by age, January 2012
- Satisfaction
-
- Figure 70: Satisfaction with tablet, by household income, January 2012
- Expected brand in upcoming purchase
-
- Figure 71: Brand of tablet intend to buy, by gender, January 2012
-
- Figure 72: Brand of tablet intend to buy, by household income, January 2012
-
- Figure 73: Brand of tablet intend to buy, by parental status and presence of children, January 2012
- How internet is accessed on tablet
-
- Figure 74: How internet is accessed on tablet, by household income, January 2012
-
- Figure 75: How internet is accessed on tablet, by parental status and presence of children in household, January 2012
-
- Figure 76: How internet is accessed on tablet, by parental status and presence of children in household, January 2012
- Where tablets are used
-
- Figure 77: Where tablets are typically used, by how internet is accessed on tablet, January 2012
Appendix—Trade Associations
Back to top