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Tablet Usage Study: Bangalore Chapter
 

Tablet Usage Study: Bangalore Chapter

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Zinnov today released findings of a Bangalore based study, revealing Tablet purchase and usage patterns of individuals. Surveying over 850 consumers who currently use, or have used tablet devices in ...

Zinnov today released findings of a Bangalore based study, revealing Tablet purchase and usage patterns of individuals. Surveying over 850 consumers who currently use, or have used tablet devices in the past, the study offers a detailed analysis of drivers and enablers of the market in the city. This study was conducted amongst individuals across ages, gender, marital status and professions

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    Tablet Usage Study: Bangalore Chapter Tablet Usage Study: Bangalore Chapter Presentation Transcript

    • Assessment of the Tablet Market in Bangalore March, 2014
    • Brand Centered Analysis Agenda User Centred Analysis User Segmentation 2 Objectives
    • 3 Objectives • To understand the key drivers and influencers for tablet purchase • To gather key insights enabling the purchase of tablets in Bangalore • To understand the usage pattern across difference segments Methodology Scope of Study Conclusion Channels used: • Online survey via emails • Telephonic surveys • In-person surveys across Bangalore • Total of 874 respondents • People who own a tablet currently or used to own it in the past •Final findings •Detailed analysis of the responses to identify key usage patterns/behavior Objectives of the study Zinnov surveyed more than 850 Bangalore based consumers to obtain understanding of tablet purchase and usage pattern in the city
    • 68% 32% Gender Male Female 65% 35% Marital Status Single Married 50% 25% 8% 10% 6% 1% Profession Fixed Income Students Selfemployed Businessmen House wife Others 3% 68% 27% 2% Age Group 10-20 years 21-30 years 31-50 years >51 years 4 Demographics: A diverse mix of 874 tablet users across Bangalore were surveyed
    • Agenda User Centred Analysis User Segmentation Brand Centered Analysis Preferences Usage Purchase Decisions 5 Objectives
    • User centered analysis: Though features, appearance and price were rated as the top 3 attributes of a tablet, portability emerged as the most important perceived benefit 37% 34% 29% Features liked in a Tablet Applications Available/ Support Touch/ Processor Aesthetics/ Design 66% 31% 3% Screen size used 7 inches 10 inches Others 76% 65% 59% 50% Portability Size Battery life Social Status Perceived benefits of a tablet 80% 73% 68% 45% 19% 9% 7% Important attributes of a tablet 6 Preferences Purchase decision Usage
    • There exists a relationship between gender and the tablet screen size used. Though 7 inch screen size is most widely used, more number of men over women prefer larger screen sizes*. 63% 73% 34% 23% 3% 4% Males Females Gender vs. Tablet screen size 7 inch 10 inch Others * Relationships derived using Pearson’s chi-squared analysis 67% 62% 50% 47% 64% 52% Males Females Gender vs. Features liked Applications supported Design and aesthetics Technical specs/capability For a majority of men, hard attributes such as technical specifications act as key buying influencers*. 68% 60% 51% 52% 62% 57% Single Married Marital status vs. Features liked Applications supported Design and aesthetics Technical specs/capability Unmarried respondents tend to like tangible factors such as technical specs and touch sensitivity more than married respondents*. User centered analysis: More men than women tend to get influenced by hard attributes such as technical specifications while making purchase decision. Preferences Purchase decision Usage 7
    • The benefit association of tablets across age groups varies, younger users tend to associate tablet with social status , The benefit associations are as follows •10 – 20 years – Social status •21 - 30 years – Size and battery life 75% 52% 60% 77%79% 61% 66% 48% 70% 55% 62% 48% 83% 56% 15% 65% Portability Battery life Size Social status Age group vs. Tablet benefits 10-20 years 21-30 years 31-50 years Above 51 years Preferences Purchase decision Usage 95% 18% 9% 73%79% 43% 14% 69%76% 51% 19% 67%63% 63% 5% 58% Features Quality Brand Price Age group vs. Tablet attributes preferred 10-20 years 21-30 years 31-50 years Above 51 years Features and price have an inverse relationship with age whereas quality has a direct relationship with age. For the age group of ‘10-20 years’ , features form an important attribute whereas quality is an important attribute for age group ‘above 50’*. More females than males give higher importance to price, whereas more males than females feel quality is an important factor*. 75% 76% 49% 37% 19% 18% 65% 75% Male Female Gender vs. Tablet attributes preferred Features Quality Brand Price User centered analysis: Women give more importance to price over quality 8* Relationships derived using Pearson’s chi-squared analysis
    • Preferences Purchase decision Usage 34.80% 28.10% 22.10% 9.40% 5.60% Purchase outlet Exclusive company shops Online retailers Organized retailers Unorganized retailers Others 67% 10% 9% 8% 6% Not Influenced by family Siblings Parents Spouse Kids Family as a buying decision influencer 39% 33% 17% 15% 8% 5% Friends Family Colleagues Media Influenced by none Store personnel Tablet buying decision influencers 22% 48% 30% Tablet Price < Rs. 10,000 Rs. 10,000 - Rs. 25,000 >Rs. 25,000 User centered analysis: Friends and family are the major influencers of tablet purchase decision. 9
    • 27% 44%47% 24% 17% 17% 5% 5% 18% 10%8% 6% Single Married Marital status vs. Influencers in a purchase decision Family Friends Colleagues Store Personnel Media None Preferences Purchase decision Usage 7% 10%8% 12% 4% 8%10% 12% 71% 58% Males Females Gender vs. Family as an influencer in purchase decision Spouse Parents Kids Sibings Not influenced by family Women tend to be more influenced by family while making the buying decision when compared to men.* 0% 18%11% 6%3% 11%11% 9% 75% 56% Single Married Marital status vs. Family as an influencer in purchase decision Spouse Parents Kids Sibings Not influenced by family Friends and media have a higher influence on unmarried respondents, whereas married respondents are more influenced by family in making their tablet purchase decisions. Family plays a more significant role in influencing the tablet purchase decision among married respondents than unmarried respondents. User centered analysis: Married respondents tend to be more influenced by family while making the purchase decisions compared to unmarried respondents 10* Relationships derived using Pearson’s chi-squared analysis
    • Preferences Purchase decision Usage 61% 27% 41% 68% 44% 44% 27% 16% 9% 17% 19% 21% 9% 5% 6% 5% 17% 18% 17% 11% 0% 9% 6% 0% 10-20 years 21-30 years 31-50 years > 51 years Age group vs. Influencers in purchase decision Family Friends Colleagues Store Personnel Media None influenced the decision Friends act as major decision influencers for the age group 21- 30 years, where as other age groups are more influenced by their family in the purchase decisions . 0% 4% 15% 37% 44% 10% 6% 0% 9% 2% 12% 32% 9% 12% 8% 0% 39% 73% 59% 32% 10-20 years 21-30 years 31-50 years > 51 years Age group vs. Family as an influencer in purchase decision Spouse Parents Kids Siblings Not influenced by family The influence of “Parents” in the decision making process decreases as we move up the age group, where as the influence of “spouse” increases as we move up the age groups*. User centered analysis: Tablet users under the age group of 21-30 years are more influenced by friends whereas users in other age groups are more influenced by family 11* Relationships derived using Pearson’s chi-squared analysis
    • 63% 60% 56% 55% 51% 44% 40% 35% 35% 28% Social Network Access emails Browse internet Play games Watch movies Read news Read books Office work Shop online Pay bills Tablet usage by activities Preferences Purchase decision Usage 72% 19% 5% 1% 3% Daily 2-3 times a week Once a week Once a month Occasionally Tablet Usage frequency 72% 50% 46% Home Travel Office Tablet usage by location of use User centered analysis: Tablets are used everyday primarily for entertainment requirements 12
    • Preferences Purchase decision Usage 7% 6% 16% 11% 31% 25%26% 26% 20% 32% Males Females Gender vs. Tablet as an indicator social status Very low Low Medium High Very high Women consider tablets as an indicator of social status 15% 20% 15% 10% 18% 25%25% 29% 7% 7%9% 8% 24% 12% Males Females Gender vs. Other tablet users Spouse Offsprings Parents Siblings Grandparents Friends Lone user More males than females are usually are lone users of their tablets*. 0% 46% 0% 35% 25% 11% 34% 12% 6% 8%11% 4% 28% 9% Single Married Marital status vs. Other tablet users Spouse Offsprings Parents Siblings Grandparents Friends Lone user An unmarried respondent is more likely to be a lone user than a married respondent; unmarried respondent is also more likely to share his tablet with their friends than a married respondent*. User centered analysis: Women consider tablets as an indicator of social status. 13* Relationships derived using Pearson’s chi-squared analysis
    • Preferences Purchase decision Usage 54% 58%61% 66%60% 60% 46% 61%54% 61% 29% 48% Males Females Gender vs. Tablet usage by activities Play games Social network Access emails Watch movies Browse internet Shop online More women than men tend to use tablets for online shopping and watching movies *. 11% 16% 9% 18% 25% 31%30% 33% 63% 52% Single Married Marital status vs. Tablet usage by time Morning Afternoon Evening Night No fixed time Tablet usage is observed to increase as the day progresses. A majority of married respondents tend to use the tablet in the morning and afternoon compared to unmarried ones. A higher proportion of unmarried respondents said they had no fixed time of usage*. 74% 69% 53% 45%49% 39% Single Married Marital status vs. Tablet usage by location Home Travel Office More unmarried respondents tend to use tablets while traveling and in office compared to married respondents*. User centered analysis: Women tend to use tablets more for online shopping and watching movies compared to men 14* Relationships derived using Pearson’s chi-squared analysis
    • Screen size 7 inchScreen size 10 inch Influence of family in purchase decision Purchase decision Influenced by none Inclination towards technical specifications/ OS etc. Tablet used to shop online Tablet used to watch movies Other tab users- Parents Lone tablet user Tablet as an indicator of social status Factor influencing purchase - price Factor influencing purchase - quality Male Female Weak relationship Strong relationship Strong relationship 15 Gender centered analysis: Males are the decision makers while making a tablet purchase decision whereas females tend to get influenced by their family * Relationships derived using Somer’s d and Pearson’s chi-squared analysis
    • Buying decision influenced by family Single Married Weak relationship Strong relationship Strong relationship Buying decision influenced by friends Buying decision influenced by media Lone tablet user Tablet usage time - afternoon Tablet usage time - morning Tablet usage time - no fixed time 16* Relationships derived using Somer’s d and Pearson’s chi-squared analysis Marital status centered analysis: Married users are influenced by family in making their tablet purchase decision, single users are influenced by friends and media*
    • 10 – 20 years 21 – 30 years 31 – 50 years >50 years Tablet benefit – social status Tablet benefit – Portability Tablet benefit – battery life Tablet benefit – size Inclination towards tablet features Inclination towards tablet attribute - quality Tablet benefit – Portability Buying decision influencer - family Buying decision influencer- family Buying decision influencer family Buying decision influencer - friends Usage location - travel Usage location - travel Usage location - travel Time of usage – No fixed time/pattern S T R O N G R E L A T I O N S H I P S T R O N G R E L A T I O N S H I P W E A K R E L A T I O N S H I P 17 Age centered analysis: Family and friends act as the biggest influencers in making the tablet purchase decision across age groups* * Relationships derived using Somer’s d and Pearson’s chi-squared analysis
    • Brand Centered Analysis Agenda User Centred Analysis User Segmentation 18 Objectives
    • Respondents Classified into 3 categories based on the usage (using factor analysis) Book worms Users who use the tablet mainly for reading news and books. The tablet is a substitute for a book or a newspaper. Entertainment Junkies These users mainly use tablet as a source of entertainment. Activities involve playing games, social networking and watching movies. Workaholics Users who use tablet as a utility device. The tablet is mainly used to check mails, for office work, pay bills, shop online and search information User Segmentation: Respondents were classified into three distinctive groups based on their tablet usage pattern 19
    • Agenda User Centred Analysis User Segmentation Brand Centered Analysis Preferences Usage Purchase Decisions 20 Objectives
    • Preferences Purchase decision Usage 75% 70% 81% 64% 51% 76% 53% 73% 59% 80% 92% 88% 77% 79% 67% 92% 84% 86% 49% 49% 41% 46% 33% 30%27% 19% 19% 12% 10% 9% Apple Samsung Acer HCL Karbonn Micromax Appearance Price Features Quality Brand •Low cost tablet users are low brand conscious, low quality conscious and are more price sensitive. Factors shaping purchase decisions by users 66% 67% 71% 63% 65% 63%61% 51% 39% 44% 39% 38% 73% 59% 57% 44% 33% 47% Apple Samsung Acer HCL Karbonn Micromax Applications supported Aesthetics and design Technical specs/OS/Processor etc •High end tablet users have higher affinity towards aesthetics and design and their purchase decision is driven by technical specifications and other hard attributes. •Users across tablets consider applications supported as the most important factor and it is the highest for Acer tablet users. Factors shaping purchase decisions by attributes liked Brand centered analysis: Higher price sensitivity, lower quality & brand consciousness is observed among low-cost tablet users 21
    • Preferences Purchase decision Usage 61% 34% 4% 22% 1% 8%12% 33% 22% 37% 23% 24% 2% 9% 22% 19% 17% 17%16% 20% 48% 22% 38% 52% 10% 4% 4% 0% 21% 0% Apple Samsung Acer HCL Karbonn Micromax Purchase outlet across brands Exclusive stores Organized retailers Unorganized retailers Online retailers Others •Apple leads the pack by getting majority of its sales from exclusive stores. •Samsung and apple don’t have significant chunk of their sales from online sales, whereas low cost tablets have a higher share of online sales. 38% 39% 43% 30% 45% 44% 33% 34% 21% 23% 21% 34% 20% 15% 29% 30% 19% 11% 4% 5% 18% 7% 4% 5% 16% 15% 18% 7% 16% 14% 8% 7% 7% 0% 4% 7% Apple Samsung Acer HCL Karbonn Micromax Friends Family Colleagues Store Personnel Media None Purchase decision influencers across brands •“Friends” continue to be the biggest influencer in the purchase decision across brands. Brand centered analysis: Low-cost tablets obtain a higher proportion of their sales from online channels whereas exclusive company stores account for a majority of high-end tablets sale 22
    • Preferences Purchase decision Usage •Users of Samsung, Acer and HCL tend to use their tabs more for office work than users of other brands. •The tablet brands are undifferentiated based on usage. 41% 40% 26% 46% 26% 44% 52% 61% 54% 50% 41% 57% 34% 40% 58% 58% 36% 27% 64% 68% 57% 48% 52% 62% Apple Samsung Acer HCL Karbonn Micromax Brands vs. Usage Read books Gaming Office work Social Network 78% 72% 68% 63% 45% 68% 53% 51% 50% 41% 49% 46%49% 52% 50% 44% 37% 39% Apple Samsung Acer HCL Karbonn Micromax Brands vs. Location of use Home Travel Office •Apple users tend to use tablets more frequently use tablets at home. •Across brands home is the preferred place of tablet usage followed by travel and office. Brand centered analysis: Tablets are mostly undifferentiated based on usage. However Samsung, Acer and HCL users tend to use their tablets for office work than other tablet users. 23
    • Thank You 21, Waterway Ave, Suite 300 The Woodlands TX – 77380 Phone: +1-281-362-2773 3080 Olcott Street Suite A125, Santa Clara, CA 95054 Phone: +408-716-8432 69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout 5th Block, Koramangala Bangalore – 560095 First Floor, Plot no. 131, Sector 44, Gurgaon-122002, Phone: +91 124 4420100 info@zinnov.com www.zinnov.com @Zinnov 24
    • Appendix 25
    • 91% 74% 64% 84% 30% 53% 44% 42% 13% 49% 42% 47% 10-20 years 21-30 years 31-50 years > 51 years Age group vs. Tablet usage by location Home Travel Office Preferences Purchase decision Usage Significantly higher proportion of respondents in the age group of “10-20 years” and “>51 years” use tablets at home*. 9% 11% 17% 21% 13% 10% 17% 16% 30% 26% 30% 32%30% 31% 34% 37% 48% 63% 52% 47% 10-20 years 21-30 years 31-50 years > 51 years Age group vs. Tablet usage by time Morning Afternoon Evening Night No fixed time A majority of respondents in the age group “21-30 years” said there is no fixed time/pattern of tablet usage*. User centered analysis: The users in the age group of '21 – 30 years' tend to use tablet more while travelling compared to users in other age groups 26* Relationships derived using Pearson’s chi-squared analysis
    • Preferences Purchase decision Usage •Women prefer to use smaller screen size tablets, while men prefer large screen size tablets •Hard attributes like technical specs, screen resolution, touch sensitivity appeal more to men •More male than female respondents believe quality is an important aspect of the device whereas female respondents consider price is an important attribute*. •Unmarried users are more likely to get attracted by hard attributes (technical specs, screen resolution of a tablet etc.) •Tablet benefits across age groups •10 – 20 years – Social status •21 - 30 years – battery life and size •Tablet attributes preferred •10-20 years - features •> 50 years - quality •Women are more influenced by their family while making the purchase decision than men. •Friends and media act as key influencers in buying decision of unmarried respondents. •Married respondents decisions are more influenced by family. •Decision influencers •10-20 years - family •21-30 years-friends •31-50 years - family •> 51years -family •The influence of “Parents” in the decision making process decreases as we move up the age group, where as the influence of “spouse” increases as we move up the age group. •Women consider tablets as an indicator of social/economic well being. •More women than men use tablets for online shopping and watching movies •Tablets of women are more often used by their parents and men are more likely to be the sole users of the tablet •More unmarried respondents tend to use the tablets while travelling and in office than married respondents. •A higher proportion of unmarried respondents said they had no fixed time of usage •Tablet usage location pattern varied with age groups •10-20 years - home •21 – 30 years - travelling •>51 years – home Summary: There exists a deep relationship between gender, marital status and age groups of respondents where preferences, purchase decisions and usage pattern of tablets is concerned 27 Gender Marital status Age group
    • 99.7% 0.3% Tablet usage satisfaction levels Satisfied Not satisfied Marital Status Age group Gender Male •Lower influence of family in buying decisions. •More likely than females to use the tablet while travelling and while at home. •Higher inclination towards hard attributes like Technical specs/OS/screen resolution etc. Female •Higher inclination towards smaller screen size. •Spouse and parents play an important role in the purchase decision. •More females than males influenced by store personnel in purchase decision. •Higher influence of media in purchase decisions than males. •More likely to shop online using the tab. Married •Spouse is an important influencer in the purchase decision. •More likely to use the tablet in the afternoon and evening. Single •More likely to be influenced by a friend while making the purchase decision. •No fixed time pattern in using the tablet. 10-20 years •More likely to be influenced by parents and media for the purchase decision. •Playing games on the tablet is an important activity. 21-30 years •The buying decision is least influenced by the family. •Least likely to use the tablet in the afternoon. 31-50 years >50 years •Buying decision likely to be influenced by spouse. •Higher inclination towards technical specs . Brand centered analysis: Apple users’ analysis: Apple users have the highest user satisfaction levels among all the tablet users primarily due to its strong technical specifications and aesthetic design. 28 --No relations found--
    • 97% 3% Tablet usage satisfaction levels Satisfied Not satisfied Marital Status Age group Gender Male •Higher inclination towards applications supported and technical specs. •More men than women use tabs in office Female •Higher inclination towards aesthetics and design •Higher preference towards smaller screen sizes. Married •Higher influence of family in buying decision. •Higher proportion use the tablet to pay utility bills. Single •Higher influence of friends in buying decision. •Higher proportion use it watch movies. •More frequently use the tab in offices. •Higher inclination towards the applications that the tablet can support. •Higher association of tablet with social status and economic well being 10-20 years •Tablet appearance highly valued. •After sales least important consideration while making the purchase decision. 21-30 years •Buying decision least influenced by family. •Very frequently used to social network. 31-50 years >50 years •Spouse and kids important decision influencers •Portability an important perceived benefit Brand centered analysis: Samsung users’ analysis – Salaried professionals and housewives form the core user group of Samsung tablets. --No relations found-- 29
    • 94.5% 5.5% Tablet usage satisfaction levels Satisfied Not satisfied Marital Status Age group Gender Male •More frequently use tablet to browse internet. •More likely than females to use tablets in evening and night. Female Married •More likely to be influenced by family (kids) while making the purchase decision. •Tend to use the tablet while travelling and office. Single •Highly likely to be influenced by friends while making the purchase decision. •Browsing web using the tablet is an important activity. 10-20 years •Brand is a factor of very low consideration. 21-30 years •Friends act as major influencers in the buying decision. •Important activities involve gaming and browsing internet. •Price is an important factor. 31-50 years •Checking emails is an important activity. •Associate tablet with social status. •Price is an important factor. >50 years •More likely to be influenced by kids. Brand centered analysis: Micromax users’ analysis: Major part of Micormax users are salaried professionals in the age group “21- 30 years”. --No relations found-- 30
    • 94.8% 5.2% Tablet usage satisfaction levels Satisfied Not satisfied Marital Status Age group Gender Male •Evening is the preferred time for tablet usage. •Portability is the perceived benefit . Female • More likely to be influenced by media than men. Married •Kids, followed by spouse play an important role in influencing the buying decision. •More likely to use the tablet for internet browsing than unmarried respondents. Single •Friends are the biggest influencers in making the purchase decision. •More likely to use the tablet to shop online. •Likely to be the only user of the tablet. •Uses tablet while travelling 10-20 years • Portability is the perceived benefit. •Associate tablet with social status. 21-30 years •Least influenced by the family while making the buying decisions. •Friends act as major influencers in the buying decision. 31-50 years >50 years •Spouse and kids act as major influencers in the buying decision. Brand centered analysis: Low-end tablet user analysis: Apart form low price points, low cost tablet users primarily look for tablet benefits such as portability and battery life. 31 --No relations found--
    • 32 Brand centered analysis: High-end tablets vs. Low-end tablets – The tablet usage behavior is more distinct in case of high-end tablet users across gender, marital status and age group compared to low-end tablet users. Preferences Purchase decisions Usage Low-end tablet users (Micromax, Karbonn and HCL) High-end tablet users (Apple and Samsung) • Women prefer to use smaller screen sizes whereas men prefer larger screen sizes. • Among men, the choice of tablet is driven by factors such as tech specifications, screen resolutions, touch sensitivity, etc. • Women associate tablets with social status. •Among men and age group of “10-20 years” portability is the perceived benefit of using tablets. •Women and age groups of “10-20 years” and “>50 years” are more likely to be influenced by family while making the purchase decision. •Women regard price as an important factor while making purchase decisions, whereas men regard quality as an important factor while making the purchase decision. •Unmarried users are more likely to have been influenced by friends and media. •Women use tablets more to shop online than men. • A majority of married users tend to use their tablets in evening and afternoon, whereas unmarried users don’t have any fixed time of usage. •Kids and spouse act as buying decision influencers to married users i.e., for users in the age group “>50 years”. •Friends act as a key influencers to unmarried users and users in the age group of “21-30 years” •Men generally tend to use their tabs in the evening •Unmarried users tend to use tablets more while travelling. •Married users tend to use tablet more for browsing than unmarried users. •Unmarried users are more likely to use tablet for online shopping.