Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Advertising creative
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Sales to peak in 2014
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- Figure 1: U.S. Tablet sales, 2010-13
- iPad carries half of current ownership
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- Figure 2: Brand of tablet owned, April 2013
- Galaxy and Nexus to garner share
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- Figure 3: Brands under consideration for purchase, April 2013
- Surge of the small tablet
- The consumer
- Gifts account for half of ownership
- Discretionary purchase favored by high-income, young
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- Figure 4: Tablet ownership, by household income, April 2013
- Younger buyers spend more
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- Figure 5: Tablet ownership, by age, April 2013
- One in five 18-54 year olds planning a purchase
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- Figure 6: Intent to purchase a tablet in 2013, by age, April 2013
- What we think
Issues and Insights
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- The connectivity problem
- The issues
- The implications
- Phablets have built-in cellular, 7” tablets do not
- The issues
- The implications
- The convertible problem
- The issues
- The implications
Trend Application
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- Trend: Experience is All
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- Figure 7: Factors in product selection, by age, April 2013
- Trend: Access All Areas
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- Figure 8: Willingness to pay more for premium features, April 2013
- Mintel Futures: Old Gold
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- Figure 9: Gifting and receiving tablets, by age, April 2013
Market Size
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- Growth grinding to a halt
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- Figure 10: U.S. Tablet sales, 2010-13
- Unit sales approaching upper limits
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- Figure 11: U.S. Tablet unit sales and average price, 2010-13
Competitive Context
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- Key points
- Competition between mobile products more perception than fact
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- Figure 12: Ownership of phones, e-readers, tablets, and laptops, by age, April 2013
- Figure 13: Ownership of phones, e-readers, and laptops, by household income, April 2013
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- Figure 14: Intent to purchase a tablet in 2013, by smartphone and laptop ownership, April 2013
Leading Companies
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- Key points
- Smaller size and lower-cost options expand
- Smaller tablets present opportunity for mobile data partnerships
- Competition heats up among value-priced tablets
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- Figure 15: Tablet model release dates, pricing, and key features, June 2013
- Android challenging iOS for dominance
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- Figure 16: Brand and model of tablets owned, April 2013
- Apple leads across age groups, but especially with 18-24 year olds
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- Figure 17: Brand and model of tablets owned, by age, April 2013
- Multiple tablet owners trending toward Samsung
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- Figure 18: Brand and model of most recently purchased tablet among multiple tablet owners, by age, April 2013
Innovations and Innovators
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- Key points
- Hybrid tablets/convertible laptops between a rock and a hard place
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- Figure 19: Lenovo IdeaPad Yoga 13
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- Figure 20: Acer Iconia W3 8” tablet with snapped on keyboard
- Glasses-free 3D
- Kindle pushes content for kids and adults
Marketing Strategies
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- Apple
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- Figure 21: Apple iPad television ad, “Christmas Song,” 2012
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- Figure 22: Google Nexus television ad, “Off to Space,” 2012
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- Figure 23: Google Nexus half page banner ad, 2012
- Samsung
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- Figure 24: Samsung Galaxy television ad, “The Naughty List,” 2012
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- Figure 25: Samsung Galaxy half page banner ad, 2012
- Figure 26: Verizon acquisition email, 2012
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- Figure 27: Verizon acquisition email, 2013
- Figure 28: AT&T acquisition email, 2013
- Amazon
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- Figure 29: Amazon Kindle television ad, “Time Limit,” 2013
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- Figure 30: Amazon Kindle online ad, 2012
- Barnes & Noble
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- Figure 31: Barnes & Noble Nook television ad, “Family Sharing,” 2012
- Microsoft
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- Figure 32: Microsoft Surface television ad, “On The Surface,” 2012
Social Media—Tablets
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- Key points
- Key social media metrics
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- Figure 33: Key brand metrics, tablet brands, June 2013
- Market overview
- Brand usage and awareness
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- Figure 34: Usage and awareness of selected tablet brands, April 2013
- Interaction with brands
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- Figure 35: Interaction with selected tablet brands, April 2013
- Online conversations
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- Figure 36: Online mentions, selected tablet brands, percentage of daily mentions, by day, May 28, 2013-June 27, 2013
- Where are people talking about tablet brands?
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- Figure 37: Mentions by page type, selected tablet brands, percentage of daily mentions, May 28, 2013-June 27, 2013
- What are people talking about?
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- Figure 38: Mentions by type of conversation, selected tablet brands, May 28, 2013-June 27, 2013
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- Figure 39: Major areas of discussion surrounding tablet brands, by day, May 28, 2013-June 27, 2013
- Figure 40: Major areas of discussion surrounding tablet brands, by page type, May 28, 2013-June 27, 2013
- Brand analysis
- iPad
- Key online campaigns
- What we think
- Samsung Galaxy Tab
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- Figure 41: Samsung Galaxy Tab key social media indicators, June 2013
- Key online campaigns
- What we think
- Nook by Barnes & Noble
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- Figure 42: Nook, by Barnes & Noble key social media indicators, June 2013
- Key online campaigns
- What we think
- Kindle Fire
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- Figure 43: Kindle Fire key social media indicators, June 2013
- Key online campaigns
- What we think
- Google Nexus
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- Figure 44: Google Nexus key social media indicators, June 2013
- Key online campaigns
- What we think
- Microsoft Surface
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- Figure 45: Surface key social media indicators, June 2013
- Key online campaigns
- What we think
Ownership and Purchase Price
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- Key points
- Age and income primary drivers for ownership
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- Figure 46: Tablet household and personal ownership and date of acquisition, by age, April 2013
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- Figure 47: Tablet household and personal ownership and date of acquisition, by household income, April 2013
- Younger buyers spend more
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- Figure 48: Spend on tablet purchased for self, by age, April 2013
- Figure 49: Spend on tablet purchased for self, by household income, April 2013
Product and Feature Selection
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- Key points
- Size selection driven by household income
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- Figure 50: Size of tablet owned, by household income, April 2013
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- Figure 51: Willingness to pay premium of $41+ for selected features, by household income, April 2013
- Buyers side-step step-up features
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- Figure 52: Purchase of premium features, by gender, April 2013
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- Figure 53: Purchase of premium features, by age, April 2013
- OS central, price less of a concern
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- Figure 54: Factors in product selection, by age, April 2013
- Current buyers determine future brand equity
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- Figure 55: Recommendation of tablet owned to others, age, April 2013
- Recent buyers favor cellular, less concerned with OS
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- Figure 56: Cellular connectivity selection and attitudes to OS vs. price, by date of acquisition, April 2013
Gifting
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- Key points
- Half of ownership propelled by gifts
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- Figure 57: Gifting and receiving tablets, by age, April 2013
- Getting gifts to lower-income adults
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- Figure 58: Gifting and receiving tablets, by household income, April 2013
- Current gift givers expect to spend more than previous gift givers
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- Figure 59: Expected and historic spend on tablets purchased as gifts, April 2013
The Prospective Buyer
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- Key points
- One in five 18-54 year olds planning a purchase
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- Figure 60: Intent to purchase tablets, by age, April 2013
- Current owners back on market for another tablet
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- Figure 61: Intent to purchase among current owners by date of acquisition, April 2013
- Top spenders more likely to be 18-34 year olds
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- Figure 62: Expected spend on intended tablet purchase for self, by age, April 2013
- Figure 63: Expected spend on intended tablet purchase for self, by household income, April 2013
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- Figure 64: Expected spend on intended tablet purchase for self, by gender, April 2013
- Surge of the small tablet
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- Figure 65: Size of tablet under consideration for purchase, April 2013
- Young adults like their tablets large
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- Figure 66: Size of tablet under consideration for purchase for self, by age, April 2013
- Premiums for step-up features out-of-synch
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- Figure 67: Willingness to pay more for premium features, April 2013
- Men more willing to step it up
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- Figure 68: Willingness to pay more for premium features, by gender, April 2013
- Younger buyers see more value in premium features
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- Figure 69: Willingness to pay more for premium features, by age, April 2013
Brand/Model Under Consideration for Purchase
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- Key points
- iPad and Nook to lose share
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- Figure 70: Brands and models under consideration for purchase, April 2013
- Google and Apple carry cache among 18-34 year olds
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- Figure 71: Brands and models under consideration for purchase for self, by age, April 2013
- The smartphone halo: Samsung, Apple preferred by higher-income groups
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- Figure 72: Brands and models under consideration for purchase for self, by household income, April 2013
Custom Consumer
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- Key points
- Young men like gifting, women more likely to be receiving
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- Figure 73: Gifting and receiving tablets, by gender and age, April 2013
- One in three Dads planning a purchase
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- Figure 74: Intent to purchase a tablet in 2013, by parental status, April 2013
Impact of Race and Hispanic Origin
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- Key points
- Asians, Hispanics lead in ownership
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- Figure 75: Tablet ownership and date of acquisition, by race and Hispanic origin, April 2013
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- Figure 76: Intent to purchase a tablet in 2013, by race/Hispanic origin, April 2013
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- Figure 77: Gifting and receiving tablets, by race/Hispanic origin, April 2013
Appendix: Other Useful Consumer Tables
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- Gender
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- Figure 78: Intent to purchase tablets, by gender, April 2013
- Gender and age
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- Figure 79: Intent to purchase tablets, by gender and age, April 2013
- Age
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- Figure 80: Interest in premium features, by age, April 2013
- Household income
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- Figure 81: Intent to purchase a tablet in 2013, by household income, April 2013
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- Figure 82: Brands and models owned, by household income, April 2013
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- Figure 83: Brand and model of most recently purchased tablet among multiple tablet owners, by household income, April 2013
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- Figure 84: Purchase of premium features, by household income, April 2013
- Race and Hispanic origin
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- Figure 85: Ownership of phones, e-readers, and laptops, by race/Hispanic origin, April 2013
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- Figure 86: Purchase of premium features, by race, April 2013
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- Figure 87: Recommendation of current tablet owned, by race, April 2013
- Cross-tabs by ownership and date of acquisition
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- Figure 88: Cross-tabulations of tablets under consideration for purchase, April 2013
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- Figure 89: Spend on most recently purchased tablet, by date of acquisition, April 2013
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- Figure 90: Product and feature selection, by date of acquisition, April 2013
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- Figure 91: Recommendation of tablet owned to others, by date of acquisition, April 2013
Appendix: Social Media
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- Usage and awareness
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- Figure 92: Brand usage or awareness, April 2013
- Figure 93: iPad usage or awareness, by demographics, April 2013
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- Figure 94: Kindle fire usage or awareness, by demographics, April 2013
- Figure 95: Nook by Barnes & noble usage or awareness, by demographics, April 2013
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- Figure 96: Samsung galaxy tab usage or awareness, by demographics, April 2013
- Figure 97: Google nexus usage or awareness, by demographics, April 2013
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- Figure 98: Microsoft surface usage or awareness, by demographics, April 2013
- Interaction with brands
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- Figure 99: Activities done, April 2013
- Figure 100: Activities done—iPad, by demographics, April 2013
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- Figure 101: Activities done—iPad, by demographics, April 2013
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- Figure 102: Activities done—Kindle fire, by demographics, April 2013
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- Figure 103: Activities done—Nook by Barnes & noble, by demographics, April 2013
- Online conversations
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- Figure 104: Percentage of consumer conversation by selected tablet brands, May 28, 2013-June 27, 2013
- Figure 105: Online mentions, selected tablet brands, by day, May 28, 2013-June 27, 2013
- Figure 106: Mentions by page type, selected tablet brands, percentage of daily mentions, May 28, 2013-June 27, 2013
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- Figure 107: Mentions by type of conversation, selected tablet brands, May 28, 2013-June 27, 2013
- Figure 108: Major areas of discussion surrounding tablet brands, by day, May 28, 2013-June 27, 2013
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- Figure 109: Major areas of discussion surrounding tablet brands, by page type, May 28, 2013-June 27, 2013
Appendix: Trade Associations
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