Making Marketing Sense of the Tablet Landscape Noah Elkin Principal Analyst, eMarketer
eMarketer: A business information service unlike any other
Founded in 1996, eMarketer provides unbiased research and trend analysis on digital marketing and media
Approach & Expertise
We aggregate, filter, organize and analyze data from more than 4,000 global sources
Analysts put the data into context covering all aspects of the market, with overviews and insights that can’t be found anywhere else
2011: Year of the tablet?
Year of one tablet?
Want an iPad? Get in line.
Image courtesy of The New Yorker
The iPad owns the tablet market…for now
US will account for the majority of near-term tablet demand Source: eMarketer, Dec 2010
Apple’s iOS will remain the dominant US smartphone platform in 2011, but Android will pull ahead in 2012
Tablets constitute an additional front in the same OS platform battle
Tablet awareness and purchase intent are healthy, particularly among younger consumers
Tablets have become daily fixtures for many activities
Opportunity for tablets in the enterprise is growing Source: ChangeWave Research, Dec 2011
Global executives see multiple platform usage as a key trend affecting their business
Agencies see advertising opportunities on a range of smart devices
Tablet owners are more receptive to advertising…
… and open to a range of advertising formats
Richer ads bring high engagement rates
Case Study: Hyundai Equus
Mobile platform competition remains fierce. The US mobile market is shaping up to be a two-horse race between Apple and Android. Tablets will extend this competition into a new market segment, with BlackBerry, HP and Microsoft as wildcards.
Apple has the upper hand…for the moment. Its chief advantage lies in the strength of its overall offering (brand appeal/breadth of content/iTunes interface/retail presence). But Android is maturing quickly and has strength in numbers.
Leverage the form factor. Smartphones and tablets may run the same OS, but they serve different purposes. Focusing on the distinctions between platforms and form factors will lead to payoffs in user experience.
Thank you Noah Elkin Principal Analyst Twitter: @noahelkin Email: [email_address]