Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Estimated volume and value of UK tablet sales, 2011-13
- Market factors
- Activities carried out by tablet owners and laptop owners very similar
- Sale of tablets as content vehicles hastens market commoditisation
- Hybrids and Phablets could evolve together
- Companies, brands and innovation
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- Figure 2: Tablets owned by consumers or present in consumer households, by brand, June 2013
- The consumer
- Ownership of tablets and consumer motivations in past purchases
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- Figure 3: Tablet ownership and access, June 2013
- Figure 4: Motivations behind consumers’ last tablet purchase, June 2013
- Consumer intentions to purchase and desired spend on tablets
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- Figure 5: Consumer intentions to purchase desktops, laptops and tablets, June 2013
- Figure 6: Consumer likelihood of purchasing a tablet at any point in the future, June 2013
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- Figure 7: Amount consumers would spend on tablets, June 2013
- Motivations for and desired features in future purchases
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- Figure 8: Motivations for consumers purchasing tablets in the future, June 2013
- Figure 9: Features consumers desire in tablets, June 2013
- Consumer attitudes towards tablets
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- Figure 10: Attitudes towards tablets, June 2013
- What we think
Issues in the Market
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- Is the tablet market becoming commoditised already?
- How will the market grow after the introduction of low-cost tablets?
- How will market-leading Apple’s position evolve?
- Why is Microsoft struggling to sell the Surface?
Trend Application
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- Trend: Life Hacking
- Trend: Extend my Brand
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- More consumers intending to purchase tablets than laptops
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- Figure 11: Activities carried out on a tablet and a computer in the last three months, August 2013
- “Content is king” is commoditising market
- TV consumption on tablets increasing
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- Figure 12: Total iPlayer requests, by platform, March 2012-March 2013
- Phablet market blurs market boundaries
- Hybrids might impact tablet sales
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- Figure 13: Lenovo IdeaPad
- Haswell processor unlikely to boost Windows tablets
- 7” devices becoming more popular
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- Figure 14: Apple quarterly iPhone and iPad sales, Q3 2011-Q3 2013
- Apple’s shifting position
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- Figure 15: Apple worldwide iPad unit sales and year-on-year percentage growth or decline, Q3 2010-Q3 2013
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- Figure 16: Apple worldwide iPhone unit sales and year-on-year percentage growth or decline, Q3 2007-Q3 2010
- Figure 17: Total revenue split by iOS and Google Play app stores, by region, August 2013
Who’s Innovating?
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- Key points
- Disney announces a way to mimic texture on glass screens
- Haswell processor architecture allows for thinner, more power-productive machines
- Asus Transformer AiO combines two operating systems
- Argos and Tesco enter the tablet market
Market Size and Segmentation
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- Key points
- Market value increase much slower rate than value
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- Figure 18: Estimated volume and value of UK tablet sales, 2011-13
- Four in 10 consumers have tablets in the home
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- Figure 19: Presence of a laptop or tablet in the home, and personal ownership of smartphones, January 2012-June 2013
- Worldwide shipments to double by 2017
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- Figure 20: Proportion of worldwide computer device shipments, by tablet, PC and ultramobile (Ultrabook) devices, 2012 and forecast 2017
- Figure 21: Worldwide volume sales of computers, tablets and ultramobiles (Ultrabooks), 2010-17
- Figure 22: Worldwide sales of tablets to end users by OS, 2011-16
Companies and Products
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- Apple Inc.
- Company history
- Financial performance
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- Figure 23: Key financials, Apple Inc., 2011 and 2012
- Recent developments
- Future strategy and objectives
- Samsung Electronics
- Company history
- Financial performance
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- Figure 24: Key financials, Samsung Electronics, 2011 and 2012
- Recent developments
- Future strategy and objectives
- Amazon
- Company history
- Financial performance
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- Figure 25: Key financials, Amazon.com inc, 2011 and 2012
- Recent developments
- Future strategy and objectives
- Company history
- Financial performance
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- Figure 26: Key financials, Google inc., 2011 and 2012
- Recent developments
- Future strategy and objectives
- Asus
- Company history
- Financial performance
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- Figure 27: Key financials, ASUSTeK, 2011 and 2012
- Recent developments
- Future strategy and objectives
Brand Communication and Promotion
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- Key points
- Total adspend steadily increases
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- Figure 28: Total manufacturers’ and retailers’ adspend on tablets, 2010-12
- Figure 29: Total adspend on tablets, by advertiser and device brand, 2010
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- Figure 30: Tablet adspend on tablets, by advertiser and device brand, 2011
- Figure 31: Tablet adspend, by advertiser and device brand, 2012
- Top 10 brands account for nearly all market spend
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- Figure 32: Top 10 brands advertising tablets, 2010-12
- TV takes 69% of all adspend
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- Figure 33: Tablet adspend, by media type, 2010-12
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- Figure 34: Tablet adspend, by media type, 2010-12
Ownership of Tablets and Consumer Motivations in Past Purchases
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- Key points
- Half of all consumers can access tablets
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- Figure 35: Tablet ownership and access, June 2013
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- Figure 36: Tablet ownership, by employment status, June 2013
- Tablet purchases motivated by a desire to “second-screen”
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- Figure 37: Motivations behind consumers’ last tablet purchase, June 2013
- 16-24s looking to buy into an ecosystem
- Intention to work equal across ages
- PC gamblers buy tablets to use them as gaming devices
- Retailers/manufacturers may need to work to get gift receivers to use devices
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- Figure 38: Select activities consumers have carried out on tablets, by select consumer motivations in purchasing their last tablet, June 2013
Brand Ownership
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- Key points
- Apple holds just under half of all market share
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- Figure 39: Brand of tablet owned by consumers, June 2013
- Impact of age on brand ownership
- Impact of income on brand ownership
- Impact of children on brand ownership
- Apple purchasers acted less recently
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- Figure 40: When consumers purchased their Apple, Samsung or Amazon tablet, June 2013
- Demographic charts
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- Figure 41: Brand of tablets owned by consumers, by age, June 2013
- Figure 42: Brand of tablets owned by consumers, by socio-economic group, June 2013
- Figure 43: Brand of tablets owned by consumers, by gross annual household income, June 2013
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- Figure 44: Brand of tablets owned by consumers, by presence and age of children in the household, June 2013
- Figure 45: Brand of tablets owned by consumers, by employment status, June 2013
Consumer Intentions to Purchase and Desired Spend on Tablets
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- Key points
- More consumers plan on purchasing tablets than laptops
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- Figure 46: Consumer intentions to purchase desktops, laptops and tablets, June 2013
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- Figure 47: Intentions towards purchasing a laptop/netbook computer and a tablet computer, by age, June 2013
- Internet adspend may be more effective than assumed
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- Figure 48: Activities carried out on a computer by consumers who plan to purchase a tablet, June 2013
- Gender equality may appear in future purchases
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- Figure 49: Consumer intentions to purchase tablets, by gender, June 2013
- Half of those not buying in the next three months will never buy
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- Figure 50: Consumer likelihood of purchasing a tablet at any point in the future, June 2013
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- Figure 51: Consumers who are not planning on buying a tablet in the next three months and the proportion of those consumers who would consider buying one in future, by age, June 2013
- A fifth of consumers would spend between £200 and £299 on a tablet
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- Figure 52: Amount consumers would spend on tablets, June 2013
- Impact of gender and age on desired spend
- Impact of children on desired spend
- Demographic charts
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- Figure 53: Impact of gender on desired spend, June 2013
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- Figure 54: Impact of age on desired spend, June 2013
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- Figure 55: Impact of children in the household on desired spend, June 2013
Motivations For and Desired Features in Future Purchases
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- Key points
- Under a third want to “second-screen”
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- Figure 56: Motivations for consumers purchasing tablets in the future, June 2013
- Older consumers looking to replace a laptop
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- Figure 57: Interest in purchasing a tablet in order to replace a laptop, by age and gender, June 2013
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- Figure 58: Maximum amount consumers who are buying a tablet to replace a laptop in the home are willing to spend a new device, June 2013
- Younger consumers will pay more to watch video outside
- Work purchases can transition into leisure
- Screen quality the most important feature
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- Figure 59: Features desired in consumer tablets, June 2013
- Android most desired tablet OS
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- Figure 60: Operating systems desired in consumer tablets, June 2013
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- Figure 61: Tablet OS desired by consumers, by gender and age, June 2013
- Older consumers more motivated by practical concerns
- Small-screen devices likely desired for communication
Consumer Attitudes towards Tablets
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- Key points
- Easy sharing of tablets may not work as marketing campaign hook
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- Figure 62: Attitudes towards tablets, June 2013
- Youngest consumers most likely to respond to rugged devices
- Even negative view holders still open to purchase
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- Figure 63: Whether consumers would consider purchasing a tablet in future, by attitudes towards tablets, June 2013
- Consumers who dislike touchscreen controls happy to use a keyboard
Appendix – Brand Ownership
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- Figure 64: Brand of tablet owned by consumers, June 2013
- Figure 65: Most popular brand of tablet owned by consumers, by demographics, June 2013
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- Figure 66: Next most popular brand of tablet owned by consumers, by demographics, June 2013
- Figure 67: Least popular brand of tablet owned by consumers, by demographics, June 2013
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- Figure 68: When consumers’ tablets were purchased, June 2013
- Figure 69: When consumers’ Apple iPads were purchased, by demographics, June 2013
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Appendix – Ownership of Tablets and Consumer Motivations in Past Purchases
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- Figure 70: Ownership of tablets by consumers, June 2013
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- Figure 71: Ownership of tablets by consumers, by demographics, June 2013
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- Figure 72: Motivations behind consumers’ last tablet purchase, June 2013
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- Figure 73: Activities carried out on computer, by most popular motivations behind consumers’ last tablet purchase, June 2013
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- Figure 74: Most popular factors that influenced consumers’ last tablet purchase, by demographics, June 2013
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- Figure 75: Next most popular factors that influenced consumers’ last tablet purchase, by demographics, June 2013
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Appendix – Consumer Intentions to Purchase and Desired Spend on Tablets
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- Figure 76: Intentions of buying a tablet, June 2013
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- Figure 77: Activities carried out on computer, by intentions of buying a tablet, June 2013
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- Figure 78: Activities carried out on laptop, by intentions of buying a tablet, June 2013
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- Figure 79: Intentions of buying a tablet computer, by demographics, June 2013
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- Figure 80: Amount consumers would spend on tablets, June 2013
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- Figure 81: Amount consumers would spend on tablets, by intentions of buying a tablet in the next three months, June 2013
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- Figure 82: Amounts consumers would spend on tablets between £0 and £399, by demographics, June 2013
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- Figure 83: Amounts consumers would spend on tablets between £400 and £799, by demographics, June 2013
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- Figure 84: Amounts consumers would spend on tablets between £800 and over £1,000, by demographics, June 2013
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- Figure 85: If consumers would consider purchasing a tablet in future, June 2013
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- Figure 86: If consumers would consider purchasing a tablet in future, by demographics, June 2013
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Appendix – Motivations For and Desired Features in Future Purchases
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- Figure 87: Motivations for consumers buying tablets in the future, June 2013
- Figure 88: Activities carried out on computer, by motivations for consumers buying tablets in the future, June 2013
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- Figure 89: Activities carried out on computer, by other motivations for consumers buying tablets in the future, June 2013
- Figure 90: Most popular motivations for consumers buying tablets in the future, by demographics, June 2013
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- Figure 91: Next most popular motivations for consumers buying tablets in the future, by demographics, June 2013
- Figure 92: Features desired in consumer tablets, June 2013
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- Figure 93: Operating systems desired in consumer tablets, June 2013
- Figure 94: Activities carried out on computer, by features desired in consumer tablets, June 2013
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- Figure 95: Activities carried out on computer, by other features desired in consumer tablets, June 2013
- Figure 96: Activities carried out on computer, by remaining features desired in consumer tablets, June 2013
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- Figure 97: Motivations for consumers buying tablets in the future, by operating systems desired in consumer tablets, June 2013
- Figure 98: Amount consumers would spend on tablets, by features desired in consumer tablets, June 2013
- Figure 99: Amount consumers would spend on tablets, by other features desired in consumer tablets, June 2013
- Figure 100: Amount consumers would spend on tablets, by remaining features desired in consumer tablets, June 2013
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- Figure 101: Amount consumers would spend on tablets, by operating systems desired in consumer tablets, June 2013
- Figure 102: Features desired in consumer tablets, by demographics, June 2013
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- Figure 103: Other features desired in consumer tablets, by demographics, June 2013
- Figure 104: Remaining features desired in consumer tablets, by demographics, June 2013
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- Figure 105: Operating systems desired in consumer tablets, by demographics, June 2013
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Appendix – Consumer Attitudes towards Tablets
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- Figure 106: Attitudes towards tablets, June 2013
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- Figure 107: Whether consumers would consider purchasing a tablet in future, by attitudes towards tablets, June 2013
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- Figure 108: Whether consumers would consider purchasing a tablet in future, by other popular attitudes towards tablets, June 2013
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- Figure 109: Motivations for consumers buying tablets in the future, by attitudes towards tablets, June 2013
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- Figure 110: Motivations for consumers buying tablets in the future, by other attitudes towards tablets, June 2013
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- Figure 111: Features desired in consumer tablets, by attitudes towards tablets, June 2013
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- Figure 112: Features desired in consumer tablets, by other attitudes towards tablets, June 2013
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- Figure 113: Attitudes towards tablets, by demographics, June 2013
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- Figure 114: Other attitudes towards tablets, by demographics, June 2013
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