Author: Mintel Group Ltd.
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Tablets - US - July 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Advertising creative
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Sales to peak in 2014
Figure 1: U.S. Tablet sales, 2010-13
iPad carries half of current ownership
Figure 2: Brand of tablet owned, April 2013
Galaxy and Nexus to garner share
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
Figure 4: Tablet ownership, by household income, April 2013
Younger buyers spend more
Figure 5: Tablet ownership, by age, April 2013
One in five 18-54 year olds planning a purchase
Figure 6: Intent to purchase a tablet in 2013, by age, April 2013
What we think
ISSUES AND INSIGHTS
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
Trend: Experience is All
Figure 7: Factors in product selection, by age, April 2013
Trend: Access All Areas
Figure 8: Willingness to pay more for premium features, April 2013
Mintel Futures: Old Gold
Figure 9: Gifting and receiving tablets, by age, April 2013
MARKET SIZE
Growth grinding to a halt
Figure 10: U.S. Tablet sales, 2010-13
Unit sales approaching upper limits
Figure 11: U.S. Tablet unit sales and average price, 2010-13
COMPETITIVE CONTEXT
Key points
Competition between mobile products more perception than fact
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
Figure 14: Intent to purchase a tablet in 2013, by smartphone and laptop ownership, April 2013
LEADING COMPANIES
Key points
Smaller size and lower-cost options expand
Smaller tablets present opportunity for mobile data partnerships
Competition heats up among value-priced tablets
Figure 15: Tablet model release dates, pricing, and key features, June 2013
Android challenging iOS for dominance
Figure 16: Brand and model of tablets owned, April 2013
Apple leads across age groups, but especially with 18-24 year olds
Figure 17: Brand and model of tablets owned, by age, April 2013
Multiple tablet owners trending toward Samsung
Figure 18: Brand and model of most recently purchased tablet among multiple tablet owners, by age, April 2013
INNOVATIONS AND INNOVATORS
Key points
Hybrid tablets/convertible laptops between a rock and a hard place
Figure 19: Lenovo IdeaPad Yoga 13
Figure 20: Acer Iconia W3 8” tablet with snapped on keyboard
Glasses-free 3D
Kindle pushes content for kids and adults
MARKETING STRATEGIES
Apple
Figure 21: Apple iPad television ad, “Christmas Song,” 2012
Google
Figure 22: Google Nexus television ad, “Off to Space,” 2012
Figure 23: Google Nexus half page banner ad, 2012
Samsung
Figure 24: Samsung Galaxy television ad, “The Naughty List,” 2012
Figure 25: Samsung Galaxy half page banner ad, 2012
Figure 26: Verizon acquisition email, 2012
Figure 27: Verizon acquisition email, 2013
Figure 28: AT&T acquisition email, 2013
Amazon
Figure 29: Amazon Kindle television ad, “Time Limit,” 2013
Figure 30: Amazon Kindle online ad, 2012
Barnes & Noble
Figure 31: Barnes & Noble Nook television ad, “Family Sharing,” 2012
Microsoft
Figure 32: Microsoft Surface television ad, “On The Surface,” 2012
SOCIAL MEDIA—TABLETS
Key points
 KEY SOCIAL MEDIA METRICS
Figure 33: Key brand metrics, tablet brands, June 2013
Market overview
Brand usage and awareness
Figure 34: Usage and awareness of selected tablet brands, April 2013
Interaction with brands
Figure 35: Interaction with selected tablet brands, April 2013
Online conversations
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?
Figure 37: Mentions by page type, selected tablet brands, percentage of daily mentions, May 28, 2013-June 27, 2013
What are people talking about?
Figure 38: Mentions by type of conversation, selected tablet brands, May 28, 2013-June 27, 2013
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
Figure 41: Samsung Galaxy Tab key social media indicators, June 2013
Key online campaigns
What we think
Nook by Barnes & Noble
Figure 42: Nook, by Barnes & Noble key social media indicators, June 2013
Key online campaigns
What we think
Kindle Fire
Figure 43: Kindle Fire key social media indicators, June 2013
Key online campaigns
What we think
Google Nexus
Figure 44: Google Nexus key social media indicators, June 2013
Key online campaigns
What we think
Microsoft Surface
Figure 45: Surface key social media indicators, June 2013
Key online campaigns
What we think
OWNERSHIP AND PURCHASE PRICE
Key points
Age and income primary drivers for ownership
Figure 46: Tablet household and personal ownership and date of acquisition, by age, April 2013
Figure 47: Tablet household and personal ownership and date of acquisition, by household income, April 2013
Younger buyers spend more
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
Key points
Size selection driven by household income
Figure 50: Size of tablet owned, by household income, April 2013
Figure 51: Willingness to pay premium of $41+ for selected features, by household income, April 2013
Buyers side-step step-up features
Figure 52: Purchase of premium features, by gender, April 2013
Figure 53: Purchase of premium features, by age, April 2013
OS central, price less of a concern
Figure 54: Factors in product selection, by age, April 2013
Current buyers determine future brand equity
Figure 55: Recommendation of tablet owned to others, age, April 2013
Recent buyers favor cellular, less concerned with OS
Figure 56: Cellular connectivity selection and attitudes to OS vs. price, by date of acquisition, April 2013
GIFTING
Key points
Half of ownership propelled by gifts
Figure 57: Gifting and receiving tablets, by age, April 2013
Getting gifts to lower-income adults
Figure 58: Gifting and receiving tablets, by household income, April 2013
Current gift givers expect to spend more than previous gift givers
Figure 59: Expected and historic spend on tablets purchased as gifts, April 2013
THE PROSPECTIVE BUYER
Key points
One in five 18-54 year olds planning a purchase
Figure 60: Intent to purchase tablets, by age, April 2013
Current owners back on market for another tablet
Figure 61: Intent to purchase among current owners by date of acquisition, April 2013
Top spenders more likely to be 18-34 year olds
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
Figure 64: Expected spend on intended tablet purchase for self, by gender, April 2013
Surge of the small tablet
Figure 65: Size of tablet under consideration for purchase, April 2013
Young adults like their tablets large
Figure 66: Size of tablet under consideration for purchase for self, by age, April 2013
Premiums for step-up features out-of-synch
Figure 67: Willingness to pay more for premium features, April 2013
Men more willing to step it up
Figure 68: Willingness to pay more for premium features, by gender, April 2013
Younger buyers see more value in premium features
Figure 69: Willingness to pay more for premium features, by age, April 2013
BRAND/MODEL UNDER CONSIDERATION FOR PURCHASE
Key points
iPad and Nook to lose share
Figure 70: Brands and models under consideration for purchase, April 2013
Google and Apple carry cache among 18-34 year olds
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
Figure 72: Brands and models under consideration for purchase for self, by household income, April 2013
CUSTOM CONSUMER
Key points
Young men like gifting, women more likely to be receiving
Figure 73: Gifting and receiving tablets, by gender and age, April 2013
One in three Dads planning a purchase
Figure 74: Intent to purchase a tablet in 2013, by parental status, April 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asians, Hispanics lead in ownership
Figure 75: Tablet ownership and date of acquisition, by race and Hispanic origin, April 2013
Figure 76: Intent to purchase a tablet in 2013, by race/Hispanic origin, April 2013
Figure 77: Gifting and receiving tablets, by race/Hispanic origin, April 2013
APPENDIX: OTHER USEFUL CONSUMER TABLES
Gender
Figure 78: Intent to purchase tablets, by gender, April 2013
Gender and age
Figure 79: Intent to purchase tablets, by gender and age, April 2013
Age
Figure 80: Interest in premium features, by age, April 2013
Household income
Figure 81: Intent to purchase a tablet in 2013, by household income, April 2013
Figure 82: Brands and models owned, by household income, April 2013
Figure 83: Brand and model of most recently purchased tablet among multiple tablet owners, by household income, April 2013
Figure 84: Purchase of premium features, by household income, April 2013
Race and Hispanic origin
Figure 85: Ownership of phones, e-readers, and laptops, by race/Hispanic origin, April 2013
Figure 86: Purchase of premium features, by race, April 2013
Figure 87: Recommendation of current tablet owned, by race, April 2013
Cross-tabs by ownership and date of acquisition
Figure 88: Cross-tabulations of tablets under consideration for purchase, April 2013
Figure 89: Spend on most recently purchased tablet, by date of acquisition, April 2013
Figure 90: Product and feature selection, by date of acquisition, April 2013
Figure 91: Recommendation of tablet owned to others, by date of acquisition, April 2013
APPENDIX: SOCIAL MEDIA
Usage and awareness
Figure 92: Brand usage or awareness, April 2013
Figure 93: iPad usage or awareness, by demographics, April 2013
Figure 94: Kindle fire usage or awareness, by demographics, April 2013
Figure 95: Nook by Barnes & noble usage or awareness, by demographics, April 2013
Figure 96: Samsung galaxy tab usage or awareness, by demographics, April 2013
Figure 97: Google nexus usage or awareness, by demographics, April 2013
Figure 98: Microsoft surface usage or awareness, by demographics, April 2013
Interaction with brands
Figure 99: Activities done, April 2013
Figure 100: Activities done—iPad, by demographics, April 2013
Figure 101: Activities done—iPad, by demographics, April 2013
Figure 102: Activities done—Kindle fire, by demographics, April 2013
Figure 103: Activities done—Nook by Barnes & noble, by demographics, April 2013
Online conversations
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
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
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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