Rogers Tablet Touchpoint 2010


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Rogers-led survey on the attitudes, behaviours and impacts of tablet use in Canada.

Presented December 3, 2010 at Rogers TabLife TO in downtown Toronto.

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Rogers Tablet Touchpoint 2010

  1. 2. ROGERS TABLET TOUCHPOINT 2010: Attitudes, Behaviours & Impacts of Tablets use in Canada
  2. 3. Introduction <ul><li>This presentation is based on an online survey among current tablet device users (n=150) and non-users (n=500). </li></ul><ul><ul><li>The margin of error on a random probability sample of 650 would be +/- 3.8 percentage points, 19 times out of 20 (95%) </li></ul></ul><ul><li>The sample for this study is national English Canada. </li></ul><ul><li>The objective of this research was to provide some clear insights into the attitudes and behaviours of tablet users and non-users. Specific areas of exploration included (but were not limited to): </li></ul><ul><ul><li>Impact of tablet ownership on online behaviour (including online spending); </li></ul></ul><ul><ul><li>Attitudes towards tablets on a range of issues; </li></ul></ul><ul><ul><li>Purchase intent for tablet devices (including timing of purchase); </li></ul></ul><ul><ul><li>Barriers against and reasons for purchasing a tablet; and </li></ul></ul><ul><ul><li>Some key demographics. </li></ul></ul><ul><li>This survey was conducted by The Strategic Counsel for Rogers </li></ul>
  3. 4. Executive Summary <ul><li>Tablet usage is still found primarily among early adopters (who also own many other tech products versus non tablet users) </li></ul><ul><ul><li>but it seems poised to rapidly become more mainstream over the next 12 months </li></ul></ul><ul><li>Tablets are changing the ways in which users access the Internet and their online behaviour </li></ul><ul><li>Tablet users are making purchases online with their devices, and are highly interested in other potential features such as home automation </li></ul><ul><li>Apple dominates the field at this point (not surprisingly), but that will likely change as new products are rolled out by other providers </li></ul><ul><li>While understanding the true benefits of a tablet is clearly experiential, tablets are seen to be a transformative technology among the majority of non-users (as opposed to a fad) </li></ul><ul><li>Familiarity with tablets among non-owners is high </li></ul><ul><li>Intent to acquire a tablet is also high among non-owners – particularly in the upcoming holiday season/over the next 12 months </li></ul><ul><li>Cost concerns and a perceived lack of need are the strongest barriers against tablet acquisition among non-owners </li></ul><ul><li>Access to enhanced content and a greater understanding of how a tablet can be used/will impact online experiences serve to offset these barriers </li></ul>
  4. 5. Technology ownership among respondents
  5. 6. Specific Technology Owned - Current tablet owners hold significantly more technology than non-owners Q. Which of the following do you currently own? Base: All respondents Tablet Owners AVG Excluding Tablets - 5 Tablet Non-Owners AVG Excluding Tablets - 3 A tablet device A desktop at home A laptop Non-smartphone iPhone Blackberry A netbook Mobile Internet Other Smartphone None
  6. 7. Tablet Owners (n=150)
  7. 8. Type of Tablet Device Owned - Currently, the Apple iPad dominates the tablet market Q. What type of tablet device do you currently own? Base: Tablet owners (n=150)
  8. 9. Impact of Tablet Device on Online Habits via Other Devices - Tablet usage is clearly impacting the use of other online devices Q. Since acquiring your tablet device, which of the following statements most accurately describes the time you spend using it? Base: Tablet owners (n=150) Since acquiring tablet device…
  9. 10. General Attitudes Towards Tablet Devices Among Tablet Owners - Usage benefits of tablets are clearly experiential, and centre largely on content Q. Please indicate your level of agreement with the following statements about tablet devices Base: Tablet owners (n=150) 58 Strongly/ Somewhat Agree % 52 76 72 32 69 57
  10. 11. Attitudes Towards Specific Tablet Features/Benefits - Portability, simplicity of use and personalization are key benefits to users Q. What tablet features do you feel distinguishes from other products? Please indicate your level of agreement with the following statements about tablet devices. Base: Tablet owners (n=150) 78 Strongly/ Somewhat Agree % 72 79 57
  11. 12. Frequency of Using Tablet Device for Work Purposes - 30% of tablet users currently use their device regularly for work purposes Q. How often do you use your table to do work tasks? Base: Tablet owners (n=150) Tablet device for work purpose 30% regular work use 63% at least occasional work use
  12. 13. Impact of Tablet Device on Online Spending - Tablet usage is having an impact on online spending Q. Has your online spending changed now that you have a tablet? Would you say you are… Base: Tablet owners (n=150) Online spending since acquiring tablet 42% Spending more
  13. 14. Online Purchases With Tablet Device - Applications and content are the main items purchased for and through tablet devices Q. Have you purchased anything using your tablet in the past six months? Q. What have you purchased on your tablet in the past 6 months? Base: Tablet owners (n=150) Purchases Made Online Purchases With Tablet
  14. 15. Attitudes Towards Tablet Usage - Tablet usage is impacting online behaviour and the use of other devices Q. Please indicate your level of agreement with the following statements about tablet devices using the scale provided below Base: Tablet owners (n=150) 45 Strongly/ Somewhat Agree % 69 62 58 43 58 44 A tablet is so convenient and easy to use, I take it everywhere I’m online much more at home with my tablet because I can carry it with me from room to room My tablet is usually the first device I turn on in the morning I use my laptop much less often now that I have my tablet The way I interact with the internet has changed completely since I got my tablet I would rather give up my laptop or desktop PC than my tablet I will give a tablet device to someone else as a gift this holiday season or for a birthday or some other special occasion
  15. 16. Interest in Home Automation Via a Tablet Device - Tablet users exhibit a high degree of interest in home automation through their device Q. How interested would you be in using your tablets to automate some of the basic services in your home – change the temperature, turn on the lights, access content on your TV, etc.? Base: Tablet owners (n=150) Interest in home automation 77% Interest
  16. 17. Non Tablet Owners (n=500)
  17. 18. Familiarity with Tablet Devices - Stated familiarity with tablets among non-users is high Q. How familiar are you with tablet devices like the iPad? Base: Non-tablet owners (n=500) Familiarity 64% Familiar
  18. 19. General Attitudes Towards Tablet Devices Among Tablet Non-Owners - Agreement with experiential measures about tablets is lower among non-owners Q. Please indicate your level of agreement with the following statements about tablet devices (i.e., like the iPad or Blackberry Playbook). Base: Non-tablet owners (n=500) 39 Strongly/ Somewhat Agree % 35 53 49 51 46
  19. 20. Tablets: Transformational Devices versus A Fad That Will Not Be Widely Adopted - The majority of non-users see tablets as transformative technology Q. Which of the following statements do you agree with most? 1.) Tablets will transform the way we live, work or play by delivering better and more exciting experiences than are available on other mobile devices (e.g., laptops, netbooks or smartphones) 2.) Tablets are just a fad and won’t be widely used in the long run. Base: Non-tablet owners (n=500)
  20. 21. Likelihood of Purchasing Tablet Device in The Future - Intent to purchase a tablet is high, with 42% intending to buy within the next year Q. How likely are you to purchase a tablet device at some point in the future? Q. If you were to purchase a tablet device, when do you think you would be most likely to do so? Base: Non-tablet owners (n=500) Tablet purchase timing Tablet purchase intent 42%
  21. 22. Purchasing target for tablet Q. If you do buy a tablet device, who will you most likely purchase it for? Base: Non-tablet owners (n=500) Projected consumer
  22. 23. Suggestions to increase likelihood of purchase - Better pricing, enhanced content access and a better understanding of how/why to use tablets vs. other devices are key purchase motivators Q. Which of the following would make you more likely to purchase a tablet device? Please select all that apply Base: Non-tablet owners (n=500) Purchase motivators