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The tablet revolution of 2011



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