Tablets: Landscape, Behaviors and Trends

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Tablets: Landscape, Behaviors and Trends

  1. 1. SSLA Tablets 101 Lunch + Learn TABLETS 101 1
  2. 2. HISTORY 2
  3. 3. 3 “Floyd sometimes wondered if the Newspad, and the fantastic technology behind it, was the last word in man's quest for perfect communications. Here he was, far out in space, speeding away from Earth at thousands of miles an hour, yet in a few milliseconds he could see the headlines of any newspaper he pleased.” -2001, A Space Odyssey https://www.youtube.com/watch?v=QQkXSDKcslI
  4. 4. 4 In 1987 Apple Computer started its tablet project, which, eventually released in 1993, the Apple Newton, with a 6" screen and 800 grams weight. It used Apple's own new NewtonOS, initially running on hardware manufactured by Motorola
  5. 5. 5 THE TABLET COMPUTER MARKET WAS REINVIGORATED BY APPLE THROUGH THE INTRODUCTION OF THE IPAD DEVICE IN 2010.
  6. 6. 6 TABLET GROWTH
  7. 7. TABLETS HAVE ALREADY ACHIEVED A LEVEL OF ADOPTION IN THREE YEARS THAT IT TOOK SMARTPHONES NEARLY A DECADE TO REACH 7Smartphone and Tablet Ownership (MM) Source: comScore MobiLens & TabLens, U.S., 2003-2012
  8. 8. THE RACE FOR TOP OEM SHOWS FAVOR TO APPLE 8 OEM Share of the Tablet Market Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
  9. 9. TABLETS SEE HIGHER PERCENTAGES OF OLDER AND LESS AFFLUENT MEMBERS OF THEIR AUDIENCE (VS. SMARTPHONES) Age Breakdown of Smartphone and Tablet Owners Source: comScore TabLens and MobiLens, U.S., 3 Month Avg. Ending Dec-2012
  10. 10. WHY? 11
  11. 11. TABLETS ARE VERY INTUITIVE, OLDER GENERATIONS ARE STARTING TO USE THESE DEVICES IN PLACE OF COMPUTERS, WHICH CAN BE MORE COMPLICATED TO SET UP AND MAINTAIN TABLETS ARE INCREASINGLY PROVIDING A LESS EXPENSIVE ALTERNATIVE TO COMPUTERS AND CAN BE MORE AFFORDABLE THAN SMARTPHONES IN THE LONG RUN, AS THEY DON’T REQUIRE A DATA PLAN FOR USE
  12. 12. REMEMBERTHE SMACKDOWN?
  13. 13. OEMS STILL COMPETE FOR TABLET MARKET SHARE LEADERSHIP : ANDROID MODELS ARE NOW THE MOST-OWNED TABLETS IN U.S. HOUSEHOLDS Unique Tablets (000) by Platform Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
  14. 14. PLATFORM LOYALTY IS STILL IMPORTANT IN THE REPLACEMENT CYCLE OF TECHNOLOGY Percentage of Tablet Users by Platform Who Use Smartphone Platforms Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
  15. 15. TABLET BEHAVIORS 16
  16. 16. 17
  17. 17. CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’ Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013 Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed.
  18. 18. Is mobile becoming the new desktop?Is mobile becoming the new desktop?
  19. 19. ALREADY A PC-TO-TABLET SHIFT IN USER PREFERENCE UNDERWAY millions of units PC* vs. Tablet Shipments Worldwide, 2010-2017 2010 358 19 2011 364 76 2012 349 145 2013 322 229 2014 318 287 2015 323 332 2016 329 375 2017 333 410 PC* Tablet Note: *includes desktop and portable PCs Source: International Data Corporation (IDC), "Worldwide Quarterly Tablet Tracker" as cited in press release, May 28, 2013 157945 www.eMarketer.com
  20. 20. SIMILARLY IN TABLET BEHAVIORS % of respondents US Tablet Owners Who Are Comfortable Using Their Tablet for Laptop/Desktop Activities*, by Demographic, Jan 2013 Female 86% 14% Male 80% 20% 18-24 Gender Age Race/Ethnicity 88% 12% 25-34 82% 18% 35-44 84% 16% 45+ 76% 24% Hispanic 92% 8% Total 84% 16% Yes No Note: n=1,000; *such as retail purchases or banking/paying bills Source: Mojiva, "Tablets Rule: A Consumer Snapshot on Tablet Use and Tablet Advertising," April 10, 2013 155433 www.eMarketer.com
  21. 21. WHY? 22
  22. 22. THE CASE FOR THE “LIGHT COMPUTING” MODEL—WHERE DOCUMENTS, DATA AND CONTENT ARE STORED IN THE CLOUD AND ACCESSIBLE ANYWHERE WITH AN AVAILABLE INTERNET CONNECTION—IS MORE COMPELLING IN 2013 THAN IN 2010, WHEN THE IPAD WAS INTRODUCED TO THE MARKET.
  23. 23. SMARTPHONESVS.TABLETS
  24. 24. SMARTPHONES, BECAUSE OF THEIR SMALLER SIZE, ARE MORE PORTABLE THAN TABLETS. AS SUCH, THEY LEND THEMSELVES TO MORE ON-THE-GO USES TABLETS, WITH THEIR LARGER SCREENS, OFFER A BETTER EXPERIENCE FOR “LEAN-BACK” ACTIVITIES SUCH AS MEDIA CONSUMPTION, SHOPPING AND EXPERIENCES REQUIRING DEEPER ENGAGEMENT
  25. 25. REMEMBER CONTEXT? 26 OEM Share of the Tablet Market Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
  26. 26. 27
  27. 27. 28 Percentage of Tablet Users by Platform Who Use Smartphone Platforms Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
  28. 28. FOR TABLET OWNERS, THE DEVICES LEND THEMSELVES WELL TO LEISURELY BROWSING + SOCIAL NETWORKING FOR PROLONGED PERIODS OF TIME Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
  29. 29. SMARTPHONES DRIVE SHOWROOMING, TABLETS DRIVE PURCHASE Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
  30. 30. 2013 eMarketer MULTI-SCREENING, CROSS-PLATFORM AND MULTITASKING
  31. 31. THE EFFECTS OF MOBILE FRAGMENTATION CAN BE SEEN IN BOTH DISPLAY AND SEARCH ADVERTISING % change vs. same period of prior year US Mobile Paid Search Metric Growth, by Device, Q4 2012 Impressions 212% 20% Spending 163% 87% Clicks 135% 29% CPC 12% 45% Tablet Smartphone Source: IgnitionOne, "Online Advertising Report Q4 2012," Jan 10, 2013 150414 www.eMarketer.com % of total US Mobile Ad Requests Served by Jumptap, by Device Type, 2011-2013* 2011 79% 14% 7% Smartphone Feature phone Tablet Note: numbers may not add up to 100% due to rounding; *projected Source: Jumptap, "Simple Targeting and Audience Trends (STAT)," March 5, 2013 153396 www.eMarketer.com 2013* 70% 2% 29% 2012 78% 4% 18%
  32. 32. TABLET MARKETING EXAMPLES 33
  33. 33. LEAN-BACK IMMERSIVE EXPERIENCES
  34. 34. SHOPPING IN THE LIVING ROOM http://www.youtube.com/watch?v=wwsdbRM91mc
  35. 35. 36 LOCATION AND CONTEXT RELEVANCE
  36. 36. 37 NATIVE FUNCTIONALITY http://vimeo.com/60968776
  37. 37. 38 SOCIAL
  38. 38. SO WHAT?why does all of this matter? 39
  39. 39. a aa design for multi-platform and fluid experiences MULTI-PLATFORM PARADIGM SHIFTS DRIVE OPPORTUNITIES
  40. 40. PRIMETIME IS ANYTIME WITH A CONNECTED DEVICE take advantage of key dayparts to target specific messages
  41. 41. LOCATION, CHANNEL AND INTENT ARE CRITICAL a tablet search query could mean future intent - not immediate conversion
  42. 42. THE LINES BETWEEN DEVICE TYPES WILL CONTINUE TO BLUR continue to innovate and experiment with our offering to find consumer sweet spots
  43. 43. PURCHASING ISN’T JUST HAPPENING IN THE STORE have a tablet-optimized experience that enables purchase behaviors
  44. 44. 2013 140.0M users 123.1M users 2014 159.9M users 143.2M users 2015 178.0M users 157.1M users 2016 193.7M users 168.1M users 2017 207.4M users 178.0M users Source: eMarketer, March 2013 CONSUMERSWILL CONTINUETOADOPT SMART DEVICESATA RAPID RATE focus on the behavior, not the technology
  45. 45. @kaylam 46 See you on the internets. THANKS

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