Author: Mintel Group Ltd.
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Tablets - US - November 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The Market
Continued rise in sales, but in single digits
Figure 1: Fan chart and forecast of US retail sales of tablets, 2010-19
Apple’s share of ownership three times that of any competitor
Figure 2: Brand ownership, November 2013-April 2014
The consumer
One in three tablet owners have multiple tablets
Figure 3: Tablet and multiple tablet ownership, by age, September 2014
Income central to ownership and multiple ownership
Figure 4: Tablet and multiple tablet ownership, by household income, September 2014
Intent to purchase feverish among young men
Figure 5: Intent to purchase a tablet, by gender and age, September 2014
Gifts powerful driver, but most sales for personal use
Figure 6: Gifting and receiving tablets, by age, September 2014
What we think
ISSUES AND INSIGHTS
Can the purchase cycle for tablets be similar to phones?
The issues
The insights
Where’s the final penetration likely to lie and when will we hit it?
The issues
The insights
Is the future in hybrids?
The issues
The insights
Can tablets avoid commoditization?
The issues
The insights
TREND APPLICATION
Trend: Minimize Me
Trend: The Suite Life
Mintel Futures: Generation Next
MARKET SIZE AND FORECAST
Key points
Single-digit growth 2013-19
Figure 7: Total US retail sales and forecast of tablets, at current prices, 2010-19
Figure 8: Total US retail sales and forecast of tablets, at inflation-adjusted prices, 2010-19
Units to cross 100 million in 2019
Figure 9: Total US unit sales and average price of tablets, 2010-19
Fan chart forecast
Figure 10: Fan chart and forecast of US retail sales of tablets, 2010-19
COMPETITIVE CONTEXT
Technophiles keep buying across categories
Figure 11: Personal ownership of mobile electronics, by ownership groups, September 2014
Figure 12: Multiple tablet ownership, by ownership groups, September 2014
Figure 13: Personal ownership of mobile electronics, by access to another tablet in the home, September 2014
Figure 14: Intent to purchase, by ownership groups, September 2014
Figure 15: Intent to purchase, among respondents from household that owns a tablet, September 2014
MARKET DRIVERS
Key points
The gift market
Figure 16: Gifting and receiving tablets, by gender, September 2014
Figure 17: Gifting and receiving tablets, by age, September 2014
Teen ownership
Figure 18: Teen tablet ownership, April 2011-June 2014
Figure 19: Teen brand ownership, by age, April 2013-June 2014
Older men missing out on tablet gifts
Figure 20: Gifting and receiving tablets, by gender and age, September 2014
Newer specs driving upgrades
Figure 21: Reasons for purchasing a new tablet among current owners, September 2014
Bigger screens, cellular drive spend…for now
Figure 22: Spending on tablets, by screen size and connectivity, September 2014
Role of the web
Figure 23: Attitudes toward internet usage, April 2010-June 2014
LEADING COMPANIES
Key points
iPad still dominates
Amazon Fire and Galaxy line vie for second
Figure 24: Brand ownership, October 2011-April 2014
Apple dominates with higher-income users
Figure 25: Brand ownership, by household income, May 2013-April 2014
BRAND STRATEGIES AND INNOVATIONS
Overview
Figure 26: Comparison of currently available tablet models, selected brands, October 2014
Apple iPad
Recent marketing
Figure 27: Apple iPad Air 2 television ad, October, 2014
Figure 28: Apple iPad Air 2 television ad, May 2014
Recent innovations
Samsung Galaxy
Recent marketing
Figure 29: Samsung Galaxy Pro series television ad, March 2014
Recent innovations
Amazon Fire
Recent marketing
Figure 30: Kindle Fire HDX television ad, November 2013
Figure 31: Kindle Fire HDX Mayday button television ad, December 2013
Recent innovations
Barnes & Noble Nook Tablet
Recent marketing
Figure 32: Samsung Galaxy Tab 4 Nook television ad, August 2013
Recent innovations
Microsoft Surface
Recent marketing
Figure 33: Microsoft Surface Pro 3 television ad, August 2014
Recent innovations
SOCIAL MEDIA
Key points
Social media overview
Key metrics
Figure 34: Key performance indicators, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
Brand usage and awareness
Figure 35: Brand usage and awareness of tablet brands, September 2014
Interaction with brands
Figure 36: Interaction with tablet brands, September 2014
Leading online campaigns
Sports integration
Creative storytelling
Boosting engagement through hashtag contests
Celebrity partnerships
What we think
Online conversations
Figure 37: Online mentions, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
Where are people talking about tablet brands online?
Figure 38: Mentions by page type, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
What are people talking about online?
OWNERSHIP
Key points
Half of online adults own a tablet
Figure 39: Personal ownership of mobile electronics, by age, September 2014
Ownership still skews young, high income
Two thirds of online households own a tablet
Figure 40: Household ownership of tablets, by age, September 2014
Figure 41: Household ownership of tablets, by household income, September 2014
One in three owners have multiple tablets
Figure 42: Multiple tablet ownership, by age, September 2014
Figure 43: Multiple tablet ownership, by household income, September 2014
Figure 44: Multiple tablet ownership, by gender and age, September 2014
25-44s at heart of high end
Figure 45: Spending on tablets, by age, September 2014
Higher-income groups opt for larger screens
Figure 46: Spending on tablets, by household income, September 2014
Figure 47: Screen size owned, by household income, September 2014
INTENT TO PURCHASE
Key points
’tis the season for buying tablets
Figure 48: Intent to purchase, September 2014
Core demos still favorable
Figure 49: Intent to purchase, by gender, September 2014
Figure 50: Intent to purchase, by age, September 2014
Figure 51: Intent to purchase, by gender and age, September 2014
Figure 52: Intent to purchase, by household income, September 2014
Aiming for long-term relationships with serial gifters
Figure 53: Intent to purchase, by gifting groups, September 2014
Encouraging loyalty among gift buyers
Figure 54: Intent to purchase, by plans to buy groups, September 2014
Reduced sizes, reduced interest
Figure 55: Size and features for planned purchase, September 2014
Figure 56: Size and features for planned purchase, by current screen size and connectivity, September 2014
Figure 57: Size and features for planned purchase, by gender and age, September 2014
PRODUCT SELECTION
Key points
Buyers open to multiple familiar products
Figure 58: Product selection, by household income, September 2014
Aficionados want to get the feel of things
Figure 59: Product selection, by ownership groups, September 2014
OS not all that
Figure 60: Product selection, by price paid, September 2014
Factors in selection
Price rules
Figure 61: Top three factors in tablet selection, September 2014
Young men, women show differences in priorities
Figure 62: Top three factors in tablet selection, by gender and age, September 2014
Different strokes for higher-income folks
Figure 63: Top three factors in tablet selection, by household income, September 2014
Productivity not top of mind
Figure 64: Usage for productivity, by age, September 2014
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Data
Figure 65: Personal ownership of mobile electronics, by race/ethnicity, September 2014
Figure 66: Multiple tablet ownership, by race/ethnicity, September 2014
Figure 67: Intent to purchase, by race/ethnicity, September 2014
Figure 68: Brand ownership, by race and Hispanic origin, November 2013-April 2014
Figure 69: Screen size owned, by race/ethnicity, September 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Market drivers tables
The gift market
Figure 70: Gifting and receiving tablets, by household income, September 2014
Reasons for upgrading
Figure 71: Reasons for purchasing a new tablet among current owners, by gender, September 2014
Figure 72: Reasons for purchasing a new tablet among current owners, by age, September 2014
Figure 73: Reasons for purchasing a new tablet among current owners, by household income, September 2014
Leading companies tables
Figure 74: Brand ownership, by gender, May 2013-April 2014
Figure 75: Brand ownership, by age, May 2013-April 2014
Figure 76: Teen brand ownership, April 2011-June 2014
Ownership tables
Figure 77: Multiple tablet ownership, by gender, September 2014
Figure 78: Screen size owned, by price paid, September 2014
Figure 79: Screen size owned, by gender, September 2014
Figure 80: Screen size owned, by age, September 2014
Intent to purchase tables
Figure 81: Size and features for planned purchase, by age, September 2014
Figure 82: Size and features for planned purchase, by household income, September 2014
Product selection
Figure 83: Product selection, by gender, September 2014
Figure 84: Product selection, by age, September 2014
Figure 85: Top three factors in tablet selection, by age, September 2014
Figure 86: Top three factors in tablet selection, by price paid, September 2014
Figure 87: Usage for productivity, by price paid, September 2014
APPENDIX – TRADE ASSOCIATION

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