“Microsoft’s device strategy differs from competitors Apple and Google. The latter two group together smartphones and tablets as ‘mobile devices’, distinct from computers. Microsoft by contrast keeps smartphones separate, instead grouping together tablets and computers, with one operating system – Windows 8 – spanning both categories. However, Microsoft is trying to break into a market dominated by Apple and Google, and the confusion its differing strategy is causing, with stripped-down ‘RT ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Issues in the Market
Trend Application
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information; internal and broader market environment information; and the issues that affect the market in question.
Market Drivers
Market Size and Segmentation
Consumer
Consumer
Mintel conducts exclusive and original consumer research for reports, bringing up-to-date and unique insight to topical issues. This research examines the impact of social, economic, cultural and psychological influences on consumers.
Ownership of Tablets and Consumer Motivations in Past Purchases
Consumer Intentions to Purchase and Desired Spend on Tablets
Motivations For and Desired Features in Future Purchases
Consumer Attitudes towards Tablets
Brand/Company
Brand/Company
Our brand research provides data and informed analysis across a number of consumer metrics including usage, satisfaction, recommendation, momentum and trust. It also explores consumer attitudes towards brands and examines the reasons behind these.
Who’s Innovating?
Companies and Products
Brand Communication and Promotion
Brand Ownership
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Brand Ownership
Appendix – Ownership of Tablets and Consumer Motivations in Past Purchases
Appendix – Consumer Intentions to Purchase and Desired Spend on Tablets
Appendix – Motivations For and Desired Features in Future Purchases
Appendix – Consumer Attitudes towards Tablets
17th July 2014
“Whilst the growth of tablets has long represented one of the main challenges for PC manufacturers, ironically it may be low-end PCs such as Chromebooks than could now cannibalise, or at least prolong tablet replacement cycles.” 
23rd April 2014
“Twitter’s recent acquisitions of social TV analytics companies suggest the network is looking to cement its place as the main destination for ‘media meshing’.
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Is the tablet market becoming commoditised already?
