The Tablet Revolution of 2011<br />A look at the usage habits of tablet owners & factors affecting purchasing decisions for consumers<br />
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.
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.</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 />
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<br />
Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase<br />MarketTools, Inc. <br />5<br />
Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer<br />MarketTools, Inc. <br />7<br />
Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail<br />MarketTools, Inc. <br />8<br />
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 />
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 />