The tablet revolution of 2011Presentation Transcript
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
Tablet Usage Among Owners
Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer MarketTools, Inc. 7
Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail MarketTools, Inc. 8
Tablet App DownloadsGames and Entertainment applications are the most downloaded genres* MarketTools, Inc. 9 *A breakdown of the app genres downloaded can be found in the appendix
Tablet Accessory PurchaseMost owners have purchased an accessory of some variety MarketTools, Inc. 10
Tablet RecommendationThose who purchased a tablet are highly likely to recommend it MarketTools, Inc. 11
Factors Impacting Tablet Purchasing Decisions
Reasons For Not PurchasingThough price is a factor, many believe they do not need a tablet MarketTools, Inc. 13
Purchase Decision: BrandWhile Apple is the frontrunner, most consumers are evaluating their options MarketTools, Inc. 14
Purchase Decision: FactorsAside from price, connectivity and the operating system factor into the decision MarketTools, Inc. 15
Top 10: Respondent Location Breakdown of the top 10 states represented among respondents
Respondent GenderBreakdown of respondents’ gender
Respondent Age RangeThe age breakdown of respondents is equally spread
Tablet App Downloads – Top Genres Games, Entertainment and Sports apps are downloaded most frequently