The Tablet Revolution of 2011<br />A look at the usage habits of tablet owners & factors affecting purchasing decisions fo...
Overview & Methodology<br />Objective – Obtain a better understanding of the demand among consumers for tablets. Additiona...
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 tab...
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 thr...
Computer Tablet OwnershipOf the 1,500 surveyed, only 10% currently own a tablet<br />MarketTools, Inc. <br />3<br />
Tablet Ownership by Brand/TypeThe iPad was the most common tablet owned by those surveyed<br />MarketTools, Inc. <br />4<b...
Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase<br />MarketTools, Inc. <br />5...
Tablet Usage <br />Among Owners<br />
Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer<br />Market...
Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail<br />MarketTools, Inc....
Tablet App DownloadsGames and Entertainment applications are the most downloaded genres*<br />MarketTools, Inc. <br />9<br...
Tablet Accessory PurchaseMost owners have purchased an accessory of some variety<br />MarketTools, Inc. <br />10<br />
Tablet RecommendationThose who purchased a tablet are highly likely to recommend it<br />MarketTools, Inc. <br />11<br />
Factors Impacting Tablet Purchasing Decisions<br />
Reasons For Not PurchasingThough price is a factor, many believe they do not need a tablet<br />MarketTools, Inc. <br />13...
Purchase Decision: BrandWhile Apple is the frontrunner, most consumers are evaluating their options<br />MarketTools, Inc....
Purchase Decision: FactorsAside from price, connectivity and the operating system factor into the decision<br />MarketTool...
Appendix<br />
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The tablet revolution of 2011

  1. 1. The Tablet Revolution of 2011<br />A look at the usage habits of tablet owners & factors affecting purchasing decisions for consumers<br />
  2. 2. Overview & Methodology<br />Objective – Obtain a better understanding of the demand among consumers for tablets. Additionally, the survey provides insight into usage habits of current tablet* owners. <br />Approach – Zoomerang distributed a survey to an online sample of consumers representative of the US population for gender, age and geography.<br />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.<br />Key Takeaways – <br /><ul><li>Only 10% indicated they currently own a tablet. Of those, 80% own Apple iPads.
  3. 3. Current owners primarily use tablets for Internet browsing and e-mail.
  4. 4. The majority of tablet owners indicated that personal computer use has increased or stayed the same since purchasing a tablet.
  5. 5. Of the 90% that do not currently own a tablet, 17% plan to purchase one in 2011.
  6. 6. Those currently evaluating tablet options cite price, connectivity (i.e. WiFi, 3G, 4G) and operating system as the top three considerations.</li></ul>*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.<br />
  7. 7. Computer Tablet OwnershipOf the 1,500 surveyed, only 10% currently own a tablet<br />MarketTools, Inc. <br />3<br />
  8. 8. Tablet Ownership by Brand/TypeThe iPad was the most common tablet owned by those surveyed<br />MarketTools, Inc. <br />4<br />
  9. 9. Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase<br />MarketTools, Inc. <br />5<br />
  10. 10. Tablet Usage <br />Among Owners<br />
  11. 11. Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer<br />MarketTools, Inc. <br />7<br />
  12. 12. Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail<br />MarketTools, Inc. <br />8<br />
  13. 13. Tablet App DownloadsGames and Entertainment applications are the most downloaded genres*<br />MarketTools, Inc. <br />9<br />*A breakdown of the app genres downloaded can be found in the appendix<br />
  14. 14. Tablet Accessory PurchaseMost owners have purchased an accessory of some variety<br />MarketTools, Inc. <br />10<br />
  15. 15. Tablet RecommendationThose who purchased a tablet are highly likely to recommend it<br />MarketTools, Inc. <br />11<br />
  16. 16. Factors Impacting Tablet Purchasing Decisions<br />
  17. 17. Reasons For Not PurchasingThough price is a factor, many believe they do not need a tablet<br />MarketTools, Inc. <br />13<br />
  18. 18. Purchase Decision: BrandWhile Apple is the frontrunner, most consumers are evaluating their options<br />MarketTools, Inc. <br />14<br />
  19. 19. Purchase Decision: FactorsAside from price, connectivity and the operating system factor into the decision<br />MarketTools, Inc. <br />15<br />
  20. 20. Appendix<br />
  21. 21. Top 10: Respondent Location Breakdown of the top 10 states represented among respondents<br />
  22. 22. Respondent GenderBreakdown of respondents’ gender<br />
  23. 23. Respondent Age RangeThe age breakdown of respondents is equally spread<br />
  24. 24. Tablet App Downloads – Top Genres Games, Entertainment and Sports apps are downloaded most frequently<br />
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