This document summarizes key findings from Dr. Phil Hendrix's TAUT (Tablet Adoption and Usage Tracking) research conducted in October 2010. The research found that most consumers were unfamiliar with tablets, but over half were interested in purchasing one. Top anticipated tablet uses included social networking, email, and getting information. Consumers expected tablets to range in price from $200 for a good value to $500 before being considered too expensive. Apple had the strongest brand preference for tablets.
Brand advertisers should take a fresh hard look at TV advertising and hold it up to the same, high standards of measurability and ROI as digital; and they should be sure to synergize TV (pitching) and digital (catching).
Driving Revenues and Building Customer Loyalty Webinar SlidesPhil Hendrix
Slides for webinar presented with Doug Stephens (@retailprophet) and Ashok Kartham (CEO and founder, Mize Inc.). Sponsored by Mize, presented on April 11, 2013
Trends Shaping Mobile and Digital StrategyPhil Hendrix
Trends Shaping Mobile and Digital Strategy, Slides accompanying presentation at Kentico Connections, Boston, 56pp, Dr. Phil Hendrix, immr and GigaOm Research
Brand advertisers should take a fresh hard look at TV advertising and hold it up to the same, high standards of measurability and ROI as digital; and they should be sure to synergize TV (pitching) and digital (catching).
Driving Revenues and Building Customer Loyalty Webinar SlidesPhil Hendrix
Slides for webinar presented with Doug Stephens (@retailprophet) and Ashok Kartham (CEO and founder, Mize Inc.). Sponsored by Mize, presented on April 11, 2013
Trends Shaping Mobile and Digital StrategyPhil Hendrix
Trends Shaping Mobile and Digital Strategy, Slides accompanying presentation at Kentico Connections, Boston, 56pp, Dr. Phil Hendrix, immr and GigaOm Research
6 Ways to Reach Tablet Shoppers to Drive ROI (Webinar)Monetate
Watch the webinar at: http://monetate.com/webinar/6-ways-to-reach-tablet-shoppers-to-drive-roi/
One of the biggest buzzwords heading into 2012 is tablets. iPads, Kindle Fires and other tablets are used increasingly by consumers for research and to ultimately buy online. What's more, according to research from Monetate, tablet shoppers purchase merchandise more frequently than those using smartphones.
In this webinar, you'll learn:
* Leading consumer trends driving the adoption of tablets;
* How to identify online opportunities from your website traffic;
* Best practices for optimizing your website for tablet shoppers;
* And so much more!
Pass the i pad please - 5 Lessons for Creating Great Tablet ExperiencesAnswerLab
As the tablet market continues to grow, so does the need to keep pace with the interaction challenges and opportunities these devices provide. The tablet platform raises unique challenges for developing and testing digital experiences. As a guide for user experience professionals, developers, designers, and product managers, AnswerLab has identified three key trends across our tablet UX research and will provide five lessons for creating tablet experiences, as well as best practices for conducting tablet research.
A second view on content, media and advertising for iPad and tablet devices in general. What is it all about and how can it affect our way of looking at media consumption.
Presented at the Digital Marketing seminar for the Marketing Foundation in Belgium.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) f...Merlien Institute
Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research
Darren Mark Noyce - Managing Director, Global Insights – SKOPOS
Discussing the last decade of mobile methods: what are the successes and failures? Determining where we are now given history and moment. What is next for mobile: why is relevance the key driver and why now is the time for mobile.
Series prospectus extended_warranties_insurance_mobile_non-mobile_consumer_pr...Intelligo Consulting
Finaccord's series of reports about extended warranties and insurance for mobile and non-mobile consumer products worldwide is comprised of 30 country-specific studies and related PartnerBASE™ datasets plus several multi-country reports and databases as detailed in this series prospectus. Together, these studies examine the markets for extended warranties and insurance sold in conjunction with white goods, brown goods, grey goods, mobile gadgets and mobile phones across the countries listed overleaf.
In total, the series draws on extensive, on-going primary and secondary research covering over 3,000 organisations involved in the production and distribution of mobile and non-mobile consumer products including manufacturers, mainstream mobile network operators, mobile virtual network operators (MVNOs), specialised retailers of consumer electronics, supermarkets and other types of retailer (namely, department stores, DIY outlets, speciality retailers and variety retailers).
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42pp. deck with links to download related reports, summarizes drivers of successful Disruptive Innovations, including (i) significant unmet customer needs; (ii) compelling value proposition; (iii) solution materially better than the status quo; and others. Introduces frameworks, including 6 Disciplines of Innovation, Conversion Funnel, Customer Experience, and others. Outlines reasons why innovations fail. Discusses methods for predicting demand and sizing markets.
6 Ways to Reach Tablet Shoppers to Drive ROI (Webinar)Monetate
Watch the webinar at: http://monetate.com/webinar/6-ways-to-reach-tablet-shoppers-to-drive-roi/
One of the biggest buzzwords heading into 2012 is tablets. iPads, Kindle Fires and other tablets are used increasingly by consumers for research and to ultimately buy online. What's more, according to research from Monetate, tablet shoppers purchase merchandise more frequently than those using smartphones.
In this webinar, you'll learn:
* Leading consumer trends driving the adoption of tablets;
* How to identify online opportunities from your website traffic;
* Best practices for optimizing your website for tablet shoppers;
* And so much more!
Pass the i pad please - 5 Lessons for Creating Great Tablet ExperiencesAnswerLab
As the tablet market continues to grow, so does the need to keep pace with the interaction challenges and opportunities these devices provide. The tablet platform raises unique challenges for developing and testing digital experiences. As a guide for user experience professionals, developers, designers, and product managers, AnswerLab has identified three key trends across our tablet UX research and will provide five lessons for creating tablet experiences, as well as best practices for conducting tablet research.
A second view on content, media and advertising for iPad and tablet devices in general. What is it all about and how can it affect our way of looking at media consumption.
Presented at the Digital Marketing seminar for the Marketing Foundation in Belgium.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) f...Merlien Institute
Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile research
Darren Mark Noyce - Managing Director, Global Insights – SKOPOS
Discussing the last decade of mobile methods: what are the successes and failures? Determining where we are now given history and moment. What is next for mobile: why is relevance the key driver and why now is the time for mobile.
Series prospectus extended_warranties_insurance_mobile_non-mobile_consumer_pr...Intelligo Consulting
Finaccord's series of reports about extended warranties and insurance for mobile and non-mobile consumer products worldwide is comprised of 30 country-specific studies and related PartnerBASE™ datasets plus several multi-country reports and databases as detailed in this series prospectus. Together, these studies examine the markets for extended warranties and insurance sold in conjunction with white goods, brown goods, grey goods, mobile gadgets and mobile phones across the countries listed overleaf.
In total, the series draws on extensive, on-going primary and secondary research covering over 3,000 organisations involved in the production and distribution of mobile and non-mobile consumer products including manufacturers, mainstream mobile network operators, mobile virtual network operators (MVNOs), specialised retailers of consumer electronics, supermarkets and other types of retailer (namely, department stores, DIY outlets, speciality retailers and variety retailers).
Coverage of retailers includes organisations that sell only through 'bricks-and-mortar' stores, distributors that sell only via a website, and retailers operating a mixed sales strategy through both channels.
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LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
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The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
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Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
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Tablets Market - Research presented at CTIA iPad and Tablets Conf. - Dr. Phil Hendrix immr 20101006
1. If We Build it, Will They Come?
TM
Findings from TAUT
(Tablet Adoption and Usage Tracking)
October 6, 2010
Dr. Phil Hendrix, immr/GigaOm Pro
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
2. Acknowledgements
Paradigm Sample
v Innovative global sample company
v Specializing in mobile, hard-to-
reach audiences
v Offer MobilePulseTM (real-time data
collection capability)
v Sima Vasa, CEO/Steve Dodge, VP
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
3. Agenda
v What Drives Adoption of New Mobile Devices?
v immr’s TAUTTM Research Program
(Tablet Adoption and Usage Tracking)
v Selected Findings – TAUT Research Oct. 2010
v Implications for OEMs, Operators, Developers
v Forthcoming TAUT Research – Q4
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
4. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
5. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
6. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
7. iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
8. TAUT Research Program
v Monthly Survey – Online (15 minutes)
v Stratified Random Sample of Mobile Users (n=400)
v Smart Phone and Feature Phone Users
TAUT Measures
Ø Device Profile Ø Device Usage Ø User Profile
Tablets
Ø Awareness Ø Exposure Ø Benefit Appeal
Ø Expected Uses Ø Purchase Intent Ø Time Frame
Ø Feature Preference Ø Brand Preference Ø Price Elasticity
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
9. n Most Consumers Unfamiliar with Tablets
Awareness of Tablets
Never heard of Tablets 6%
Heard of, but know little about 36% 75%
Somewhat familiar 33%
Very familiar 19%
Actually own a tablet 5%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Q: How familiar are you with Tablets? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
10. n Over Half Interested in Purchasing a Tablet
Interest in Purchasing a Tablet
Purchase Tablet for yourself 26% 22% } 48%
Purchase Tablet for spouse 18% 14% } 32%
}
Very Interested
Purchase Tablet for child 10% 10% 20% Somewhat Interested
0% 10% 20% 30% 40% 50% 60%
Q: Overall, how interested are you in purchasing a Tablet for yourself? For your Spouse? For your child(ren)? immr TAUT Survey | Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
11. n Tablet Benefits Have Wide Appeal
Appeal of Tablet Benefits
Durability - scratch-resistant screen 55 24
Screen size >> viewing websites, books 44 31
Instant-On - no "booting up" 46 27
Battery life - 6-10 hrs continuous usage 45 26
Fits into backpack, briefcase or purse 41 28
Can be held without getting tired 35 29
Can be placed in tight spaces 32 30
One-hand operation 25 26 Very Appealing
Access to Apps in App Stores 25 21 Somewhat
0 10 20 30 40 50 60 70 80 90
Q: Compared to mobile phones and laptop PCs, Tablets offer a number of potential benefits. Rate the appeal to you immr TAUT Survey |
personally of each benefit using a 1-5 scale ("Not Very Appealing" to "Very Appealing") Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
12. n Top Anticipated Uses of Tablets
Percentage Rating Activity as “1 of top 5” Tablet Uses
Access social networking sites 70%
E-mail (check, read and send) 63%
Look up information (movie times, weather, etc.) 56%
Search on Search Engine 52%
Look up directions or a map 48%
Visit other websites on the Internet 47%
Read news stories 46%
Read e-books 42%
Check bank, credit card, other financial account 42%
Play games 38%
Play music 29%
Note: Slide updated 10/7/2010 0% 10% 20% 30% 40% 50% 60% 70% 80%
Q: Think about the places, times and situations in which you might use a Tablet. From the list below, immr TAUT Survey |
select and rank order the top 5 activities for which you would be most likely to use the Tablet. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
13. n Price Thresholds for Tablets
Prices Consumers Expect, Willing to Pay for Tablets
$100 $200 $300 $400 $500 $600 $700 $800 $900
So Inexpensive Would $131
Question Quality
p
Such a Good Value Would $200
Definitely Buy
p
Starting to Get Expensive, $344
but Would Still Consider
p
So Expensive Would Not
$498
Even Consider
p
$100 $200 $300 $400 $500 $600 $700 $800 $900
Q: At what price would you consider a Tablet ... a) to be so inexpensive that you would question its quality and
immr TAUT Survey
believability? b) to be such a good value that you would definitely buy it? c) start getting expensive, but would
Oct. 2010
still be worth considering? d) so expensive that you would NOT even consider buying it?.
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
14. n Preferred Brands for Tablets
Rate Brands for Tablets
Apple 69 13
Dell 43 28
Microsoft 39 30
HP 37 34
Sony 29 41
Samsung 20 40
LG 20 43
HTC 19 19
RIM Blackberry 16 34
Acer 16 20
Toshiba 15 32
Motorola 14 35
ASUS 12 18
Ideal
Lenovo 11 18
Nokia 8 27 Close to Ideal
Sony Ericcson 6 30
0 10 20 30 40 50 60 70 80 90
Q: Suppose you were shopping for a Tablet. Of the brands listed below, identify your ideal brand(s) for a Tablet - immr TAUT Survey |
the one(s) you most prefer; other brands that are close to your ideal, but not quite as preferred. Oct. 2010
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
15. Other Findings
v Consumers’ Preferences for Tablet Form Factors,
Features and Connectivity (3G vs. Wi-Fi)
v Propensity to Purchase with/without MNO Contract
v Operating System (OS) Preferences
v Where Consumers Are Apt to Buy
v Time Frame for Purchasing
v Market Opportunities Û Features x Price x Brand
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
18. Thank You!
For More Information
Dr. Phil Hendrix
phil.hendrix@immr.org
www.immr.org
Twitter: phil_hendrix
Slideshare: pehendrix
+1 (770) 612-1488
iPad and Tablets Conference – If We Build it, Will They Come? – Oct. 6, 2010
Dr. Phil Hendrix
19. About immr
Sweet Spot New-to-Market (NTM) Œ We help companies understand and capitalize on the crucial, vexing question –
Products, Services and “how can we identify, anticipate, and predict what customers will value and buy?”
Business Models even when they have yet to experience it.
Focus ICT (Information, • We work primarily with companies leveraging new technologies and business
Communications, and models and can (usually) translate products described in arcane, technical terms
Technology); Healthcare and jargon into realistic concepts.
and Insurance
Markets Consumer and B2B Ž We conduct research in consumer as well as B2B markets.
Experience Our Clients • We work with both market leaders and emerging companies, typically on an on-
going basis. This allows us to understand their business and contribute more fully.
Issues We Address • While our focus is on innovation and marketing, we often address closely related
issues (e.g., segmentation, positioning/branding, customer retention, etc.)
Project Scope ‘ Our projects vary in scope from small, exploratory research to large, multiple-phase
projects that combine qualitative, quantitative, and market trials.
Methodologies Qualitative ’ Although qualitative research is by nature subjective, clients find our approach,
style, and results highly effective. While we do traditional focus grous (typcially
mini-groups), in most of our projects we conduct highly revealing, in-depth,
individual (IDI) interviews.
Quantitative “ We employ a combination of rigorous quantitative research tools developed for and
uniquely well-suited to new-to-market and new-to-customer products, services, and
business models
Delivery Collaborative, ” We work closely with clients to (i) leverage their capabilities, (ii) adapt as new
client-focused learning, issues, and imperatives emerge; and (iii) help them succeed.
Value-add Perspectives, Insights, • As researchers with a “consultant’s perspective,” we believe that understanding and
and Recommendations anticipating prospective buyers’ behavior are key to successful innovation. In
addition to the research findings, we add significant value by contributing insights,
ideas, and recommendations and facilitating dialogue with client teams.
5 Permission granted to cite, copy and distribute with attribution
20. Dr. Phil Hendrix – Bio
Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very
new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping
organizations identify, verify, and capitalize on opportunities for products that are new-to-customers
and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to
uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate
purchase, and determine features and pricing to maximize market penetration. He has extensive
experience adapting and applying research approaches, both qualitative and quantitative, to amplify
Dr. Phil Hendrix weak market signals and help clients innovate successfully.
Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple
www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson,
+1 (770) 612-1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United
phil.hendrix@immr.org Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with
senior management and client project teams on issues ranging from “traditional marketing”
(segmentation, positioning, branding) to innovation, user experience, and customer retention. Over the
course of his career, Phil has helped clients conceive and successfully launch dozens of new
products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He
is also a frequent speaker at industry and academic conferences.
Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to
his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
Mercer Management Consulting. He has held faculty and research positions at Emory University and
the University of Michigan, where he taught courses in research design and analysis, buyer behavior,
and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD
in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied
statistics and mathematical psychology.
Overview and excerpts from Phil’s recent publications are available at Slideshare
(www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.
7 Permission granted to cite, copy and distribute with attribution
21. Experience
Selected Clients with Whom We’ve Worked
Products, Services and Issues Examined
General Network/Operators Devices/OEMs Services/Apps
§ Market Segmentation § Bundling § Smart phones § Innovation and new
§ Market sizing § Plans and pricing § MIDs (Mobile Internet product development
§ Competitive Positioning § Wi-fi/Hot spots Devices) § Mobile Apps (wide range)
§ Branding § Customer Service/ § Channel strategy § MVoIP (Mobile VoIP)
§ Product configuration Self-Service § Promotional strategy § Location-based Services
§ Customer Retention § Unified Messaging
§ Web Interface § Speech Recognition
(functionality/usability)
8 Permission granted to cite, copy and distribute with attribution
22. Recent Publications
Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/
9 Permission granted to cite, copy and distribute with attribution
23. Participation in Recent and Upcoming Conferences
Workshop – Monetization Apps vs. Web: The Fight For
Models for Location, The Futurea
Augmented Reality and Sept. 30, 2010 – San Francisco
Context Servicesa
April 28, 2010 – San Francisco
Dealing With The Data If we build it, will they
Tsunami: The Big Data Panela come? Consumer Demand
June 23–24, 2010 – San Francisco and Preferences for Tablets in
the iPad Erac
Oct. 5, 2010 – San Francisco
The Futures of Location-based WCA Presents: What’s Hot
Servicesa about LBS?a
The Future of Geo-loco Oct. 8, 2010 – San Francisco
Investmenta
July 21, 2010 – San Francisco
Build Sustainable LBS Local at the Bleeding Edge +
Business Models for 2011 and Making Money with Location-
Beyonda Based Servicesa,b
Sept. 14 – 15, 2010 – San Jose Nov. 3, 2010 – New York
Trends and Numbers - Where Wireless Technology Forum –
is It All Goingb Visions for 2011b
Sept. 29-30, 2010 – New York Nov. 18, 2010 - Atlanta
a b c
Moderated session/panel Participating on Panel Presenting
10 Permission granted to cite, copy and distribute with attribution