eMarketer Webinar: UK Tablet Usage—Keeping Up with Consumers


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This webinar is a must-see for marketers who want to better understand UK tablet usage trends by demographics, how tablets are being used and the challenges that increased usage will bring.

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eMarketer Webinar: UK Tablet Usage—Keeping Up with Consumers

  1. 1. FEBRUARY 2014 UK Tablet Usage: Keeping Up With the Consumer Bill Fisher Twitter – #eMwebinar ©2014 eMarketer Inc.
  2. 2. Agenda:  Market snapshot  Demographic breakouts  Disruption to the device ecosystem  Effect on mobile commerce  Implications for marketers Twitter – #eMwebinar ©2014 eMarketer Inc.
  3. 3. Market Snapshot ©2014 eMarketer Inc.
  4. 4. By 2017, over half of the UK population will be tablet users Twitter – #eMwebinar ©2014 eMarketer Inc.
  5. 5. The UK will pass the US as the global leader in tablet penetration ©2014 eMarketer Inc.
  6. 6. Despite an expected dip in sales, the UK tablet market remains strong ©2014 eMarketer Inc.
  7. 7. Apple is losing tablet market share in the UK to competitors Twitter – #eMwebinar ©2014 eMarketer Inc.
  8. 8. There are some new kids on the block— and they’re different things to different people ©2014 eMarketer Inc.
  9. 9. ©2014 eMarketer Inc.
  10. 10. Inexpensive often means ‘cheap’ ©2014 eMarketer Inc.
  11. 11. Demographic Breakouts ©2014 eMarketer Inc.
  12. 12. Strongest UK tablet growth is coming from the youngest and oldest age groups Twitter – #eMwebinar ©2014 eMarketer Inc.
  13. 13. Among digital devices used by UK kids, tablets stack up well ©2014 eMarketer Inc.
  14. 14. When it comes to kids’ tablet activities, the byword is ‘fun,’ and gaming is particularly popular ©2014 eMarketer Inc.
  15. 15. UK kids are turning to tablets regularly ©2014 eMarketer Inc.
  16. 16. Seniors overindex for tablet use in relation to the UK population as a whole Total UK population 52.7% Total UK population 80.9% ©2014 eMarketer Inc.
  17. 17. Twice as many UK seniors prefer tablets over smartphones for social media use Twitter – #eMwebinar ©2014 eMarketer Inc.
  18. 18. The gender balance among UK tablet owners has swung in favour of women ©2014 eMarketer Inc.
  19. 19. For UK mothers in particular, technology is chiefly an enabler ©2014 eMarketer Inc.
  20. 20. Female tablet owners in the UK turn to those devices more commonly than male tablet owners do for a number of activities ©2014 eMarketer Inc.
  21. 21. Disrupting the Device Ecosystem ©2014 eMarketer Inc.
  22. 22. Tablets and TV: a little perspective is needed ©2014 eMarketer Inc.
  23. 23. Tablet-based on-demand TV viewing is on the up, but is still a minority usage ©2014 eMarketer Inc.
  24. 24. ‘Supplementary’ tablet use is on the rise, though ©2014 eMarketer Inc.
  25. 25. In-home use is still most common, but tablets are increasingly being used ‘on the go’ ©2014 eMarketer Inc.
  26. 26. Tablets are winning out when it comes to visual, immersive experiences ©2014 eMarketer Inc.
  27. 27. Effect on Mobile Commerce ©2014 eMarketer Inc.
  28. 28. In terms of mobile commerce, tablets are getting more and more relevant Twitter – #eMwebinar ©2014 eMarketer Inc.
  29. 29. Tablets are clearly preferred over smartphones for browsing and buying ©2014 eMarketer Inc.
  30. 30. UK holiday sales via tablet outshone smartphone sales by two to one in 2013 ©2014 eMarketer Inc.
  31. 31. Tablets will account for almost 75% of UK retail mcommerce in 2017 ©2014 eMarketer Inc.
  32. 32. The UK leads in Western Europe when it comes to browsing and buying on tablets ©2014 eMarketer Inc.
  33. 33. Implications ©2014 eMarketer Inc.
  34. 34. UK retailers are out of step and failing to keep up with tablet commerce trends ©2014 eMarketer Inc.
  35. 35. Tablets cannot be seen as just another part of mobile ©2014 eMarketer Inc.
  36. 36. Key Takeaways The UK tablet market is still growing fast  Over half the UK population will use a tablet at least monthly by 2017  Level of penetration set to pass the US in 2016 Good, cheap devices are opening the market to many demographic groups  The youngest and oldest age groups are taking to tablets in large numbers  Take-up among females indicates we’re well past the early adopter phase Tablet use is pervading the consumer’s device ecosystem  For immersive experiences, tablets are well-liked  For shopping and buying, tablets put the t into commerce Marketers need to treat tablet users equally  With huge take-up, the tablet experience can’t be just an afterthought Twitter – #eMwebinar ©2014 eMarketer Inc.
  37. 37. Q&A Session UK Tablet Usage: Keeping Up With the Consumer Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in:  UK Mobile Gaming: Rising Participation and Purchasing Rates Show Play Can Pay  Western Europe Internet Users and Usage: Mobile Devices Transform Consumer Habits  UK Seniors: Digital on Their Own Terms Bill Fisher You will receive an email tomorrow with a link to view the deck and webinar recording.  UK Retail Ecommerce: Q4 2013 Forecast and Comparative Estimates  UK Mobile and Tablet Users: Q3 2013 Forecast and Comparative Estimates To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com ©2014 eMarketer Inc.