The tablet revolution of 2011


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The tablet revolution of 2011

  1. 1. The Tablet Revolution of 2011<br />A look at the usage habits of tablet owners & factors affecting purchasing decisions for consumers<br />
  2. 2. Overview & Methodology<br />Objective – Obtain a better understanding of the demand among consumers for tablets. Additionally, the survey provides insight into usage habits of current tablet* owners. <br />Approach – Zoomerang distributed a survey to an online sample of consumers representative of the US population for gender, age and geography.<br />Results – In total, 1,500 consumers completed the survey and provided insight into the demand for tablets, what goes into their purchasing decisions and usage habits.<br />Key Takeaways – <br /><ul><li>Only 10% indicated they currently own a tablet. Of those, 80% own Apple iPads.
  3. 3. Current owners primarily use tablets for Internet browsing and e-mail.
  4. 4. The majority of tablet owners indicated that personal computer use has increased or stayed the same since purchasing a tablet.
  5. 5. Of the 90% that do not currently own a tablet, 17% plan to purchase one in 2011.
  6. 6. Those currently evaluating tablet options cite price, connectivity (i.e. WiFi, 3G, 4G) and operating system as the top three considerations.</li></ul>*The survey used the term “computer tablets” as it is the nomenclature used by leading retailers (i.e. Amazon & Best Buy) and to avoid confusion with eReaders such as the Kindle & Nook.<br />
  7. 7. Computer Tablet OwnershipOf the 1,500 surveyed, only 10% currently own a tablet<br />MarketTools, Inc. <br />3<br />
  8. 8. Tablet Ownership by Brand/TypeThe iPad was the most common tablet owned by those surveyed<br />MarketTools, Inc. <br />4<br />
  9. 9. Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase<br />MarketTools, Inc. <br />5<br />
  10. 10. Tablet Usage <br />Among Owners<br />
  11. 11. Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer<br />MarketTools, Inc. <br />7<br />
  12. 12. Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail<br />MarketTools, Inc. <br />8<br />
  13. 13. Tablet App DownloadsGames and Entertainment applications are the most downloaded genres*<br />MarketTools, Inc. <br />9<br />*A breakdown of the app genres downloaded can be found in the appendix<br />
  14. 14. Tablet Accessory PurchaseMost owners have purchased an accessory of some variety<br />MarketTools, Inc. <br />10<br />
  15. 15. Tablet RecommendationThose who purchased a tablet are highly likely to recommend it<br />MarketTools, Inc. <br />11<br />
  16. 16. Factors Impacting Tablet Purchasing Decisions<br />
  17. 17. Reasons For Not PurchasingThough price is a factor, many believe they do not need a tablet<br />MarketTools, Inc. <br />13<br />
  18. 18. Purchase Decision: BrandWhile Apple is the frontrunner, most consumers are evaluating their options<br />MarketTools, Inc. <br />14<br />
  19. 19. Purchase Decision: FactorsAside from price, connectivity and the operating system factor into the decision<br />MarketTools, Inc. <br />15<br />
  20. 20. Appendix<br />
  21. 21. Top 10: Respondent Location Breakdown of the top 10 states represented among respondents<br />
  22. 22. Respondent GenderBreakdown of respondents’ gender<br />
  23. 23. Respondent Age RangeThe age breakdown of respondents is equally spread<br />
  24. 24. Tablet App Downloads – Top Genres Games, Entertainment and Sports apps are downloaded most frequently<br />