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Apple and Android in the tablet market

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Apple and Android in the tablet market

  1. 1. Università Commerciale Luigi Bocconi Faculty of Economics Master of Science in Marketing ManagementAPPLE AND ANDROID IN THE TABLET MARKET: AN EMPIRICAL RESEARCH Advisor: Prof. Luca Molteni Discussant: Prof. Alessando Recla Master of Science Thesis of: Alberto Xodo Student ID: 1452747
  2. 2. AgendaMarket overview and research questions Methodology Findings Managerial implicationsConclusions and Q&A 2
  3. 3. Market overview Players 300 Volume Size1 (M Units) 250 Apple Android 200 150 100 Windows 8 50 RIM (Fall 2012) 0 WebOS 2010 2011 2012 (Withdrawn) Tablets PCs Notebooks Shares by Volume in Q3 20112 Projected growth3 400 300 26.9% Apple 200 Others 66.6% 1006.5% Android 0 3
  4. 4. Research questions 1 – What are the characteristics of tablet consumers? 2 – How are Android and Apple positioned in the market? 3 – What are the main segments in the tablet market? 4 – How are Android and Appleperceived by the different segments? 4
  5. 5. Methodology Secondary research Preliminary interviews • Books and Journals • 2 Knowledgeable Users • Magazines and blogs • 2 Experts Online survey • 638 Respondents (450 complete) • 367 Clean records • 215 Users and 152 Non-Usersa Data analysis • Univariate: measures of location, spread and shape • Bivariate: contingency tables and comparisons of means • Multivariate: factor and cluster analysis 5aUsers and Non-Users are defined on the basis of familiarity with tablets, not ownership
  6. 6. Findings: Users’ Characteristics Gender Distribution Income Distribution100% 100% 90% 90% 85.7% 80% 80% 70% 70% 66.3% 60.9% 60% 60% 54.3% 50% 50% 45.7% 39.1% 40% 40% 33.7% 30% 30% 20% 20% 14.3% 10% 10% 0% 0% Users Non-Users IncomeQ1 IncomeQ2 IncomeQ3 IncomeQ4 Male Female Users Non-Users 70% Preferred Sources of Information on tablets 47% 50% 44% 37% 40% 26% 22% 6% Internet Family Magazines Blogs Experts In-Store Forums Corporate Friends Websites 6
  7. 7. Findings: Apple vs. Android Market Shares by OS (Non-Owners Included) 25% Owners Apple Owners Android Owners Others 8% 66% Non-Owners 1%80% 72% Market Shares by OEM (Non-Owners excluded)70%60%50%40%30%20%10% 4% 6% 5% 1% 1% 0% 2% 2% 0% 2% 2% 2% 1%0% Apple HP Motorola Samsung HTC RIM Barnes & Asus LG Acer Amazon Sony Toshiba Other 7 Nobles
  8. 8. Findings: Apple vs. Android Brand preferences by OS (Have No Preference Included) Prefer Apple 39% Prefer Android 49% Prefer others Have no favorite brand 11% 1%90% 80% Brand Preferences by OEM (Have No Preference Excluded)80%70%60%50%40%30%20% 8%10% 4% 2% 0% 0% 0% 1% 0% 0% 1% 1% 0% 1%0% Apple HP Motorola Samsung HTC RIM Barnes & Asus LG Acer Amazon Sony Toshiba Other 8 Nobles
  9. 9. Findings: Apple vs. Android APPLE’S STRENGTHS >987654321 9 Mean Android Mean Apple
  10. 10. Findings: Apple vs. Android ANDROID’S STRENGTHS POINTS OF PARITY > =9 98 8 7.28 7.177 6.69 6.78 7 6.76 6.69 6.59 6.24 6.32 6.9 6.86 6 6.48 6.61 6.63 4.9 6.035 54 43 32 21 1 Price Customization Ease of CPU Speed Streaming Webcam Price of the Battery Life Connectivity Service Quality Applications Mean Android Mean Apple Mean Android Mean Apple 10
  11. 11. Findings: Five SegmentsApp Freaks – 14,4%• Male, older, more educated and richer • Prefer Apple (48,4% share) over Android (6,5%)• Only care about the apps’ ecosystem • Images: Useful and Easy to UseiPerformers – 25,6%• Mostly students & managers • Apple 29,1% and Android 23,6% (Asus 10,9%)• Focus on hardware components and price • Images: HighPerforming, Innovative & SafeSoftwaristas – 27,9%• Overrepresentation of female respondents • Prefer Apple (50% share) over Android (8,3%)• Mostly care about ease of use and brand image • Images: All of themMobilites – 17,7%• Female, young and students. Lowest income • Prefer Apple (39,5% share) over Android (7,9%)• Only care about 3G & 4G connections • Images : HighPerforming, Easy to Use & UsefulHardware Maniacs – 14,4%• Male, older and lower earning • Prefer Android (29% share) over Apple (22,6%)• Focus on dimensions, components and price • Images : High Performing and Useful 11
  12. 12. Findings: Five Segments Performance Communication Applications 3G/4G Dimensions Image Software & UsabilityApp Freaks iPerformers Softwaristas Mobilites Hardware Maniacs 12
  13. 13. Managerial ImplicationsIncrease User Base Strengthen ecosystem Customer education Applications Improve corporate OEMs should ally to websites develop platform-wide • Informative, easy and intuitive apps Direct contact Simplify for developers: • Temporary stands, dedicated • Reduce fragmentation corners etc • Reduce OS personalization Attract independent developers 13
  14. 14. Managerial Implications App Freaks • Offer more high quality appsFor OEMs & Google • Increase quantity, quality and variety of apps • Make the OS more user friendly and intuitive Softwaristas • Offer basic OS + free downloadable customization plug in For Google • Reinforce the Android common brand • Focus on high performing hardware iPerformers • Explore hybrids For OEMs • Offer more high quality appsHardware Maniacs • Keep offering a wide variety of sizes and specs For OEMs Mobilites • Offer 3G/4G devices For OEMs 14
  15. 15. Conclusions Low knowledge of the product (41,4% Non-Users) Apple: dominant market share and mind share Android: cheaper and more customizableFive segments identified and all but one (Hardware Maniacs) prefer Apple 15
  16. 16. Limitations and further research Limitations• Market novelty• Non-representative sample• Answer biasesFurther Research• More representative sample (best: probability sampling)• Other research methods (interviews, focus groups..)• Different geographies• OEMs’ level vs. Platform level 16
  17. 17. APPLE AND ANDROID IN THE TABLET MARKET:Thank you for your AN EMPIRICAL RESEARCH attention! Advisor: Prof. Luca Molteni Discussant: Prof. Alessando Recla Master of Science Thesis of: Alberto Xodo Student ID: 1452747 17

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