Snapshot of perception and usage of tablet in the world

1. Mobile Life 2012 | Tablets at a glance
Tablet at a glance – Sept 2012
©TNS 2012

2. Though they are a relatively new format, people are eager to own and
interact with tablets, especially in more affluent markets
% tablet ownership
11
2011
6 2012
5
2
1 1
Developed Emerging Tier 1 Emerging Tier 2
J2. Device ownership | B1. Device ownership
Base: All respondents 2011:34433 | 2012: 36907
Focus Report – Tablets in the device ecosystem
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3. 0
5
10
15
20
25
30
35
40
45
50
Egypt
Pakistan
Uganda
markets
Hungary
India
Turkey
Indonesia
Tanzania
©TNS 2012
Nigeria
Ghana
Portugal
Senegal
Base: All respondents 47577
Czech Republic
South Africa
Kenya
CoteD’Ivoire
Greece
B1. Device ownership | B2. Device likely to buy
Poland
Thailand
Cameroon
Vietnam
% Tablet owners
Romania
Slovakia
Saudi Arabia
Russia
Ukraine
Argentina
China
Finland
Brazil
Focus Report – Tablets in the device ecosystem
New Zealand
Columbia
Japan
Denmark
Ireland
Israel
Chile
Mexico
UAE
Germany
Belgium
France
% Intend to purchase in next 6 months
UK
USA
Italy
Sweden
Taiwan
Canada
Spain
Korea
Malaysia
Netherlands
Tablets are most popular amongst countries in Developed Asia, where
Australia
Switzerland
Norway
Singapore
consumers are very tech-savvy, but interest is also high in some European
Hong Kong
3

4. More affluent markets in Asia, Europe and North America are most likely to
prioritize tablets for their next device purchase, whereas laptops and
smartphones are still more important to consumers in emerging markets
Device most likely to buy next
Tablet Desktop Laptop Netbook Smartphone
Developed 18 6 16 4 21
Emerging Tier 1 6 7 21 5 22
Emerging Tier 2 4 14 28 2 17
B3. Device most likely to buy
Base: All respondents likely to make a purchase in next 6 months Developed 12276 | Tier 1 Emerging 8570 | Tier 2 Emerging 5975
Focus Report – Tablets in the device ecosystem
©TNS 2012 4

5. And people in different regions want tablets for different purposes
Reasons for wanting to purchase a tablet
North America Developed Asia Emerging Asia Sub-Saharan Africa
To surf the internet 25 23 35 38
To use wherever I am 25 29 27 29
More convenient than a computer 26 27 21 6
To assist in my work life 9 16 13 16
To use like a computer 22 24 11 6
Bigger screen than a smartphone 15 23 14 3
To access entertainment features 10 9 16 17
To read eBooks 15 12 6 3
To use the latest… 5 8 19 27
Because it is/will be fun to use 17 10 9 7
More features than a smartphone 13 15 7 2
To access apps relevant to me 12 9 7 8
To help manage my life better 11 5 10 13
To access social networks 7 6 16 14
Allows me to connect to friends 3 3 10 12
More affordable than alternatives 3 2 9 21
To use its digital camera 0 2 6 16
In Emerging Asia, In Sub-Saharan
In North America, In Developed Asia,
they afford access Africa, they are a
tablets are more for they are like larger
to new features and substitute for other
leisure smartphones
entertainment electronic devices
B5b. Reasons for purchasing a tablet next
Base: Tablet intenders North America 454 | Developed Asia 1143 | Emerging Asia 316 | Sub-Saharan Africa 374
Focus Report – Tablets in the device ecosystem
©TNS 2012 5

6. Tablet owners are especially more concerned about OS stability and
consistency across their other devices, as well access to apps
Important OS factors (to those who cite OS as an important factor when buying a phone)
How easy it is to access the Internet 52
60
Ability to navigate around the phone 49
55
Security of the phone 48
50
The stability of the system 46
59
The range of applications available 44
51
How user friendly the messaging is 38
39
Screen and menu layout 37
40
Non-tablet owners
Flexibility to personalise the phone 35
39
Tablet owners
The number of free applications available 30
38
How easy it is to use the app store 29
39
Ability to use multiple functions or apps at the same time 29
41
Ability to customise the homescreen 25
29
The preloaded applications that come with the system 23
25
Having the same OS as what is on other devices I own 12
24
The operating system my friends use 11
12
C25. Important OS factors
Base: Tablet owners form whom OS is important 1399
Focus Report – Tablets in the device ecosystem
©TNS 2012 6

7. 2
The role of tablets in consumers’ lives
©TNS 2012 7

8. In a world where we are each amassing a growing number of personal
devices, we are only beginning to carve out a space for tablets
Focus Report – Tablets in the device ecosystem
©TNS 2012 8

9. Tablets are increasingly viewed as separate devices from computers and
mobile phones, but in China a large proportion of people are buying tablets
to take the place of computers
Reasons for buying a tablet (tablet owners and intenders)
%
Global 2011 24 59 6
Global 2012 18 72 5
Italy 20 73 1
Developed Asia 18 70 9
Europe 13 78 4
North America 4 92 2
Latin America 14 72 6
China 40 51 6
Middle East and… 7 74 8
Sub-Saharan Africa 3 61 10
Emerging Asia 11 81 5
To replace a PC As an additional device To replace a mobile/smartphone
B8. Reason for buying a Tablet
Base: Tablet owners – N America 318 | Europe 1099 | Dev Asia 806 | India 13 | China 204 | Emerg Asia 63 | LatAm 314 | MENA 106 | SSA 59
Focus Report – Tablets in the device ecosystem
©TNS 2012 9

10. While tablets are extra leisure devices in North America, in Latin America
they have a more business-oriented role, whereas in the Middle East and
North Africa people like their social features
Tablet activities
North America Latin America Middle East and North Africa
For email 59 61 55
To access the internet 53 49 64
To listen to music 36 40 44
To play standalone games 40 27 34
To watch TV or video content 38 24 30
To help organise your life 33 42 11
To assist in my business life 12 46 26
To take photos 23 21 48
To instant message/chat 21 26 46
To edit documents 17 30 17
To synchronise with my computer 24 25 17
For social gaming 22 12 17
To take videos 15 10 48
To help navigate using GPS 10 23 4
Video calling 14 17 32
To use in work presentations 10 27 6
B10. Tablet usage
Base: Tablet owners – N America 318 | LatAm 314 | MENA 106
Focus Report – Tablets in the device ecosystem
©TNS 2012 10

11. In general, tablets are a device that people use as they are winding down at
the end of the day
% of tablet users using tablets to access the internet across the day
50
45
40
35
30
25
20
15
10
5
0
In bed Early Commuting Late Midday Early Late Early Late In bed During the
when I morning morning afternoon afternoon evening evening before I go night
wake up to sleep
Digital Life 2011 - H2. Time of day usage - Tablet
Base: Tablet users 3511
Focus Report – Tablets in the device ecosystem
©TNS 2012 11

12. By and large, tablets are devices of leisure and convenience, which people
use to connect to the web when they’re traveling or relaxing at home
% of tablet users using tablets to access the internet on each occasion
While travelling 54
At home 49
While watching TV 36
To find out more about a product advertised elsewhere 34
While waiting for someone or something 32
When spending time with friends/family 32
To find more information about a product in store 29
On a night out 27
When reading the newspaper/a magazine 24
At work, for leisure purposes 23
When listening to the radio 23
While playing video games on another device 21
While cooking/in the kitchen 21
While shopping (not shopping on the internet) 18
Digital Life 2011 - H3. Internet multi-tasking via tablet
Base: Tablet users 3511
Focus Report – Tablets in the device ecosystem
©TNS 2012 12

13. Accordingly, wifi is the predominant means by which tablet users connect to
the internet; however in emerging markets where wifi is less affordable or
readily available, mobile data plans are more widely used
Tablet connectivity –
Tablet connectivity – globally
Developed vs. Emerging markets
%
3G/4G
connectivity gains
82 importance in
markets with
weaker WiFi
infrastructure
66
9
75
53
17
41
31
28
27 23 22
12 12
% 6 5
Developed Emerging Tier 1 Emerging Tier 2
Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone
B11. Tablet internet connection
Base: Tablet owners – Global 2982
Focus Report – Tablets in the device ecosystem
©TNS 2012 13

14. Tablets encourage activities that PC users tend to do less often – tap into
these needs to engage people
% of users who access the internet via each device who do activity at least once a week
Email 88
80
Personal Interest 76
80
Social Networking & Connecting 75
77
News, Sports & Weather 74
78
Knowledge & Education 72
72
67
PC
Multimedia & Entertainment 75
Tablet
Personal Admin 50
64
Planning & Organizing 49
66
Pre-purchase & Browsing 49
67
Online Gaming 44
56
Shopping 34
54
Digital Life 2011 - H3. Internet multi-tasking via tablet
Base: PC users 70397 | Tablet users 3511
Focus Report – Tablets in the device ecosystem
©TNS 2012 14

15. Evernote: providing seamless access across devices to allow users to
organise their lives
Evernote is an app that works on
iPads and a wide array of mobile
and PC operating systems,
allowing people to take notes,
make voice recordings and create
check-lists
Users can also organize these
items into categories and sync
them across devices, allowing for
constant access to their content
Focus Report – Tablets in the device ecosystem
©TNS 2012 15

16. Sotheby’s catalogue app: enabling potential buyers to browse and explore
more easily
In order to cater to their high-end buyers,
Sotheby’s created an iPad app with auction
information, item details and a feature that
allows users to take notes on items and send
them via email
They also included videos of Sotheby’s
specialists commenting on notable pieces,
encouraging users to browse, and interact
with the catalogue
Focus Report – Tablets in the device ecosystem
©TNS 2012 16

17. About Mobile Life
Mobile Life is an annual investigation into the behaviours,
motivations and priorities of the world’s mobile phone users. Now
in its seventh year, Mobile Life is the most comprehensive view of
how the world’s consumers are using their phones today and
the opportunities this presents for brands. A set of interactive
data visualisations exploring the current – and potential future – use
of a range of apps and services is available at
www.tnsglobal.com/mobilelife.
Based on 48,000 conversations in 58 countries, Mobile Life is designed to capture the entire population of mobile
users in each market and includes: Argentina, Australia, Belgium, Brazil, Cameroon, Canada, Chile, China, Colombia,
Cote D’Ivoire, Czech Republic, Denmark, Egypt, Finland, France, Germany, Ghana, Greece, Hong Kong, Hungary, India,
Indonesia, Ireland, Israel, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Norway, Pakistan,
Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Senegal, Singapore, Slovakia, South Africa, South Korea,
Spain, Sweden, Switzerland, Taiwan, Tanzania, Thailand, Turkey, UAE, Uganda, UK, Ukraine, USA, Vietnam.
For further info, please visit our website www.tnsglobal.com or
contact
Gabriella Bergaglio – Marketing Manager TNS Italia
Tel. +39.02.27.07.2299 - @:gabriella.bergaglio@tnsglobal.com
©TNS 2012 17