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The Tablet Revolution of 2011 A look at the usage habits of tablet owners & factors affecting purchasing decisions for consumers
Overview & Methodology Objective – Obtain a better understanding of the demand among consumers for tablets. Additionally, the survey provides insight into usage habits of current tablet* owners. Approach – Zoomerang distributed a survey to an online sample of consumers representative of the US population for gender, age and geography. Results – In total, 1,500 consumers completed the survey and provided insight into the demand for tablets, what goes into their purchasing decisions and usage habits. Key Takeaways –
Only 10% indicated they currently own a tablet. Of those, 80% own Apple iPads.
Current owners primarily use tablets for Internet browsing and e-mail.
The majority of tablet owners indicated that personal computer use has increased or stayed the same since purchasing a tablet.
Of the 90% that do not currently own a tablet, 17% plan to purchase one in 2011.
Those currently evaluating tablet options cite price, connectivity (i.e. WiFi, 3G, 4G) and operating system as the top three considerations.
*The survey used the term “computer tablets” as it is the nomenclature used by leading retailers (i.e. Amazon & Best Buy) and to avoid confusion with eReaders such as the Kindle & Nook.
Computer Tablet OwnershipOf the 1,500 surveyed, only 10% currently own a tablet MarketTools, Inc. 3
Tablet Ownership by Brand/TypeThe iPad was the most common tablet owned by those surveyed MarketTools, Inc. 4
Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase MarketTools, Inc. 5