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The Tablet Revolution:A Report on Tablet Usage, Tablet Conversation Analysis & How Tablet UsersInteract with Search AdsRISE OF THE TABLETAccording to Gartner, tablets have sold faster than any other consumer technology device in history. By the end of2011, 24 million U.S. consumers will own a tablet (eMarketer). By 2012, global tablet sales will reach 81.3 million units—close to 25% of PC units—and 12.8% of the U.S. population will own a tablet (eMarketer). Google found that 68% oftablet owners use their device at least one hour per day; 34% spend more time on their tablet than watching TV.The iPad has dominated the global tablet market, representing 89% of all tablet Web traffic (comScore). Apple hassold over 25 million iPads since launch. Apple is now driving more revenue through iPad sales than Mac sales. TheiPad is particularly strong in the U.S. with a 97% share (comScore). But the iPad doesn’t lack competition—over 20 newAndroid-powered tablets will have launched in 2011 alone.TABLET CONVERSATION ANALYSISWhat’s the big deal with tablets? Performics utilized social listening data—compiled from over 100 millionconsumer-generated media (CGM) sites—through April and June 2011 to evaluate, measure and analyze social tabletconversations. Social conversations included users reviewing and comparing different tablets, as well as chatter onnew tablet launches, tablet apps and tablet accessories. Our conversation analysis revealed who wants a tablet, whythey want a tablet, what people think of various tablets and the key drivers in comparing tablet devices or features. Allinsights are based on Performics’ observed conversations:Who Wants a Tablet?According to eMarketer, the typical tablet owner is male (61%), has a college degree or higher (56%) and is unmarried(71%). Performics’ conversation analysis revealed 4 dominant tablet personas:1. Artists: uses include graphics and drawing (yet we observed a fair amount of conversations referring to graphic tablets, which are not the same type of tablet as the iPad)2. Professionals: uses include taking notes, transporting reports, convenience for on-the-go3. Students: uses include taking notes, converting handwriting to text, reading4. General Users: includes reading, traveling, shopping, media, workConsiderations When Purchasing a Tablet1. Convenience: speed, portability, versatility (readers, drawing tablets, work stations), good for travel2. Robust App Availability: iTunes/music, movies, weather, Skype, etc.3. Accessible and Portable Memory: SD cards in loading and transferring data4. Availability of Accessories: Cases, stands, speakers, chargers, etc.5. Customization Functionality: ability to tailor tablet to the user’s unique style and needs1 performics.com . blog.peformics.com . @performics
The Most Talked About TabletsThe majority of conversations we analyzed included general tablet discussions on device specs, features, and accessories.And, of course, the iPad was a popular conversation piece. Although Windows 8 is a new OS—not a tablet—a great dealof conversations surrounded Windows 8’s compatibility with tablets. People are excited that “Windows 8 can be installedon tablets, laptops and desktop and will have a touch keyboard similar to the iPads and Androids.” Below, we broke outthe tablet conversation volume based on device: 3% 2% 2% 4% 5% Tablet 5% 38% iPad Windows 8 Tablet 8% Android Tablet Thrive Tablet Samsung Galaxy Tab 11% Blackberry PlayBook Asus Eee Pad Transformer 22% Windows 8 Thrive tabletTablet Conversation PeaksNearly half of the conversations abouttablets we analyzed included users Refers to product Refers to a new interestproviding a personal review and spec/ details and specs in the market, no brandcapability description on a specific tablet loyalty (yet), or listenersand then comparing tablet features. waiting for the market toDespite the popularity of the iPad, maturepeople are also talking about newtablets, and they’re anticipating newproduct launches. This proves thatthere’s room for innovation in the tabletmarket and that the right new tabletcould challenge the iPad. Generally,most conversations are not focused ona specific device or brand, but on whichtablet fits the person’s everyday needs(i.e. shopping, web browsing and mediaentertainment). Existing tablet users shareopinions and information to help guideresearch and purchasing decisions. Tothe right, we broke out tabletconversation volume based on topic.Blogs and Twitter account for thelargest amount of people whorepetitively engage in tabletconversations. Twitter generates thehighest engagement between peoplecontributing to tablet conversations bylinking to tech, gadget and bargain sites.2 performics.com . blog.peformics.com . @performics
Product reviews, product launches, device failures/issues, competitive pricing and user experience tend to drive when conversations initiate:Product Review & Product Launch Competition Experience Description• Tablet vs. PC • Launch dates • iPad • Tweeting from •Unlike a PC, a •Expected tablet competition tablet tablet is portable arrival dates and •Conversations •“Just testing the and very versatile tablet news ask, “How will new Acer tablet.• Reviews • New Tablets Tablet X So far very cool.” •“Tablets create •New contenders compare/comp- • Versatile new generation in the tablet ete with the •Watch movies, of interactive market iPad?” work docs., use experiences” • Price • Price & Tablet apps, read• Features & •Price is wrapped Comparisons books, etc. Specs up in the •Tablet • Quality •Tablet make & announcement conversations on a •Tablet durability, model details of new tablets price-comparison battery life, and and launch scale. Many overall dates conversations participant relate price to experience tablet specs Our conversation analysis also revealed what people like (and don’t like) about the iPad: iPad Props • User-Friendly: The user experience is simple enough that even the most technophobic individual can figure out the iPad • Battery Life: The real-world battery life of an iPad peaks at 10-12 hours • Apps: The iPad has more apps and accessories than any other tablet • Price: Apple retains the same aggressive pricing structure even with new upgrades and features iPad Disses • Email App Needs Improvement: The email app doesn’t integrate any of the features of popular email clients, such as Microsoft Outlook and Gmail, and it doesn’t handle attachments very well • Videos: People complain about the inability to play Flash videos—including everything on Hulu—which leads to purchasing video strictly though iTunes • Apple Lock-In: Similar to most Apple products, the iPad is locked into the Apple ecosystem and doesn’t adapt very well with outside products. All iTunes-purchased content is wrapped in encryption software so that it can run only on Apple devices 3 performics.com . blog.peformics.com . @performics
HOW TABLET USERS INTERACT WITH ADS According to Chief Marketer’s 2011 Mobile Marketing Survey, 56.6% of U.S. marketers use mobile display ads, and 35.4% use mobile cost-per-click (CPC) ads. Our conversation analysis revealed that your customers own, or will soon own, tablets. Are your customers likely to interact with display and CPC ads on those tablets? To answer this question, Performics aggregated paid search and Google Display Network data from our client base. As of June 1st, Google AdWords began breaking out “Tablets with full browsers” as a distinct device within AdWords reporting. Previously, tablets were grouped under “Mobile Devices with Full Browsers.” Based on Performics’ mobile paid search data, impressions were immediately high for the new tablet reporting category, making it clear that tablets have been materially contributing to Google mobile paid search share in the past few months. Tablet impressions are largely coming from the Display Network. Tablet clicks—similar to both computers and mobile devices—are largely coming from Google Search, rather than the Display Network or syndicated search partners: June Impressions June Clicks100% 100% 90% 90% 80% 80% 70% 70% 60% 60% Search partners Search partners 50% 50% 40% Google search 40% Google search 30% Display Network 30% Display Network 20% 20% 10% 10% 0% 0% Computers Mobile devices with Tablets with full Computers Mobile devices with Tablets with full full browsers browsers full browsers browsersTime of Day Tablet Searcher Behavior (Content and Search Partners Excluded)Initial tablet searcher behavior by time of day not surprisingly resembles existing mobile habits. Tablet search usage peaksduring off-work hours. While PC searches peak between the hours of 9 AM and 5 PM—while people are at work—bothmobile and tablet usage peaks between the hours of 5 PM and 10 PM. However, while mobile devices also see moderatelystrong search usage between the hours of 11 AM and 5 PM, tablet devices are almost exclusively dedicated to the eveningperiod. This shows that tablet users restrict their browsing to specific times of day (at night). Tablet users are more likely tomultitask between their tablets, mobile devices and TVs at night: Impressions (Time of Day) 5.0 1.8 1.6 4.0 1.4 1.2 3.0 1.0 0.8 2.0 0.6 1.0 0.4 0.2 - - 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Mobile Tablets 4 performics.com . blog.peformics.com . @performics
Tablet Paid Search Metrics (Content and Search Partners Excluded)In June 2011, Performics’ clients drove 12.1% of total paid search impressions (desktop + mobile) through mobile. In June—AdWords’ first month of separate tablet tracking and reporting—tablets contributed to 14.3% of all mobile paid searchimpressions. Based on these numbers, tablets composed about 2% of all paid search impressions in June (desktop +mobile): Impressions 25 14.0% 12.0% 20 10.0% 15 8.0% 10 6.0% 4.0% 5 2.0% 0 0.0% Mobile Tablets % Impressions from Mobile % Impressions from M + TIn June, mobile click share rose to 11.9% of total paid search clicks (desktop + mobile). Tablets contributed 13.3% of allmobile clicks: Clicks 18 14.0% 16 12.0% 14 10.0% 12 10 8.0% 8 6.0% 6 4.0% 4 2.0% 2 0 0.0% Mobile Tablets % Clicks from Mobile % Clicks from M + T5 performics.com . blog.peformics.com . @performics
Mobile and tablet cost-per-clicks (CPCs) also track significantly below PCs. Even with the rise in both mobile and tabletusage, initial expectations of mobile and tablet CPC inflation have not yet occurred. CPC Mobile + Tablet ComputersTABLET IMPLICATIONS FOR ADVERTISERS12.8% of the U.S. population will own a tablet by 2012. Our conversation analysis revealed that users are highly engagedwith their iPads but open to innovation in features and functionality from iPad competitors. Thus, brands must assume that asignificant number of their customers either already own a tablet or will soon own a tablet when they find the right one.Performics’ data also show that your customers are using their tablets to search for your brand—especially during theevening hours.Google now allows for mobile devices and tablets to be targeted separately. Performics advocates that advertisersseparate tablet campaigns from mobile campaigns. Brands must think of tablets as a “third” (or hybrid) device. Tablet us-age patterns do look similar to established mobile usage patterns, with people searching in the evening from home. How-ever, tablets are unlike mobile devices because they’re bigger and feature advanced user scrolling and scalingfunctionality. For example, initial data suggests that tablet users are far more likely than PC and mobile users to click onsearch results lower down the page (in positions 2-10). Tablet users can scroll down with a gesture, meaning that they’remore likely to peruse search results, as well as landing pages. Once tablets are targeted in distinct search campaigns,brands can employ tablet-specific copy and sitelinks like “buy X accessory for your iPad” or “buy now from your tablet.”It would also be wise for marketers to create a tablet strategy based on the leading personas of their brand. This will ensurethat brands are meeting the needs of their specific audiences (i.e. artist, professional, student, etc). Additionally, trafficshould be driven to desktop—not mobile—landing pages as tablets have bigger screens. Over time, marketers shouldredesign the tablet landing page experience to accomodate differences in tablet and desktop browsing.The tablet revolution is just beginning. Brands that embrace this trend—and tailor advertising campaigns towards it—willrealize a first-mover advantage. The more tablet searcher data that brands can collect, the better (and faster) they canoptimize advertising campaigns to tablet users.6 performics.com . blog.peformics.com . @performics