Tablets at a glance short
 

Tablets at a glance short

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Snapshot of perception and usage of tablet in the world

Snapshot of perception and usage of tablet in the world

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Tablets at a glance short Tablets at a glance short Presentation Transcript

  • Mobile Life 2012 | Tablets at a glance Tablet at a glance – Sept 2012 ©TNS 2012
  • Though they are a relatively new format, people are eager to own andinteract 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 ©TNS 2012 2
  • 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
  • More affluent markets in Asia, Europe and North America are most likely toprioritize tablets for their next device purchase, whereas laptops andsmartphones are still more important to consumers in emerging marketsDevice 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
  • And people in different regions want tablets for different purposesReasons 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
  • Tablet owners are especially more concerned about OS stability andconsistency 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
  • 2The role of tablets in consumers’ lives ©TNS 2012 7
  • In a world where we are each amassing a growing number of personaldevices, we are only beginning to carve out a space for tablets Focus Report – Tablets in the device ecosystem ©TNS 2012 8
  • 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 8Sub-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
  • 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 17To 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
  • In general, tablets are a device that people use as they are winding down atthe 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
  • By and large, tablets are devices of leisure and convenience, which peopleuse 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
  • Accordingly, wifi is the predominant means by which tablet users connect tothe internet; however in emerging markets where wifi is less affordable orreadily 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
  • Tablets encourage activities that PC users tend to do less often – tap intothese 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
  • Evernote: providing seamless access across devices to allow users toorganise 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
  • Sotheby’s catalogue app: enabling potential buyers to browse and exploremore 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
  • About Mobile LifeMobile Life is an annual investigation into the behaviours,motivations and priorities of the world’s mobile phone users. Nowin its seventh year, Mobile Life is the most comprehensive view ofhow the world’s consumers are using their phones today andthe opportunities this presents for brands. A set of interactivedata visualisations exploring the current – and potential future – useof a range of apps and services is available atwww.tnsglobal.com/mobilelife.Based on 48,000 conversations in 58 countries, Mobile Life is designed to capture the entire population of mobileusers 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