The tablet revolution of 2011
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The tablet revolution of 2011

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The tablet revolution of 2011 The tablet revolution of 2011 Presentation 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. View slide
    • The majority of tablet owners indicated that personal computer use has increased or stayed the same since purchasing a tablet. View slide
    • 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
  • Appendix
  • 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