Table of Contents
Executive Summary
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- The Market
- Continued rise in sales, but in single digits
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- Figure 1: Fan chart and forecast of US retail sales of tablets, 2010-19
- Apple’s share of ownership three times that of any competitor
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- Figure 2: Brand ownership, November 2013-April 2014
- The consumer
- One in three tablet owners have multiple tablets
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- Figure 3: Tablet and multiple tablet ownership, by age, September 2014
- Income central to ownership and multiple ownership
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- Figure 4: Tablet and multiple tablet ownership, by household income, September 2014
- Intent to purchase feverish among young men
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- Figure 5: Intent to purchase a tablet, by gender and age, September 2014
- Gifts powerful driver, but most sales for personal use
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- Figure 6: Gifting and receiving tablets, by age, September 2014
- What we think
Issues and Insights
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- Can the purchase cycle for tablets be similar to phones?
- The issues
- The insights
- Where’s the final penetration likely to lie and when will we hit it?
- The issues
- The insights
- Is the future in hybrids?
- The issues
- The insights
- Can tablets avoid commoditization?
- The issues
- The insights
Trend Application
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- Trend: Minimize Me
- Trend: The Suite Life
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Single-digit growth 2013-19
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- Figure 7: Total US retail sales and forecast of tablets, at current prices, 2010-19
- Figure 8: Total US retail sales and forecast of tablets, at inflation-adjusted prices, 2010-19
- Units to cross 100 million in 2019
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- Figure 9: Total US unit sales and average price of tablets, 2010-19
- Fan chart forecast
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- Figure 10: Fan chart and forecast of US retail sales of tablets, 2010-19
Competitive Context
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- Technophiles keep buying across categories
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- Figure 11: Personal ownership of mobile electronics, by ownership groups, September 2014
- Figure 12: Multiple tablet ownership, by ownership groups, September 2014
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- Figure 13: Personal ownership of mobile electronics, by access to another tablet in the home, September 2014
- Figure 14: Intent to purchase, by ownership groups, September 2014
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- Figure 15: Intent to purchase, among respondents from household that owns a tablet, September 2014
Market Drivers
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- Key points
- The gift market
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- Figure 16: Gifting and receiving tablets, by gender, September 2014
- Figure 17: Gifting and receiving tablets, by age, September 2014
- Teen ownership
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- Figure 18: Teen tablet ownership, April 2011-June 2014
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- Figure 19: Teen brand ownership, by age, April 2013-June 2014
- Older men missing out on tablet gifts
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- Figure 20: Gifting and receiving tablets, by gender and age, September 2014
- Newer specs driving upgrades
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- Figure 21: Reasons for purchasing a new tablet among current owners, September 2014
- Bigger screens, cellular drive spend…for now
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- Figure 22: Spending on tablets, by screen size and connectivity, September 2014
- Role of the web
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- Figure 23: Attitudes toward internet usage, April 2010-June 2014
Leading Companies
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- Key points
- iPad still dominates
- Amazon Fire and Galaxy line vie for second
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- Figure 24: Brand ownership, October 2011-April 2014
- Apple dominates with higher-income users
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- Figure 25: Brand ownership, by household income, May 2013-April 2014
Brand Strategies and Innovations
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- Overview
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- Figure 26: Comparison of currently available tablet models, selected brands, October 2014
- Apple iPad
- Recent marketing
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- Figure 27: Apple iPad Air 2 television ad, October, 2014
- Figure 28: Apple iPad Air 2 television ad, May 2014
- Recent innovations
- Samsung Galaxy
- Recent marketing
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- Figure 29: Samsung Galaxy Pro series television ad, March 2014
- Recent innovations
- Amazon Fire
- Recent marketing
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- Figure 30: Kindle Fire HDX television ad, November 2013
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- Figure 31: Kindle Fire HDX Mayday button television ad, December 2013
- Recent innovations
- Barnes & Noble Nook Tablet
- Recent marketing
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- Figure 32: Samsung Galaxy Tab 4 Nook television ad, August 2013
- Recent innovations
- Microsoft Surface
- Recent marketing
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- Figure 33: Microsoft Surface Pro 3 television ad, August 2014
- Recent innovations
Social Media
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- Key points
- Social media overview
- Key metrics
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- Figure 34: Key performance indicators, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
- Brand usage and awareness
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- Figure 35: Brand usage and awareness of tablet brands, September 2014
- Interaction with brands
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- Figure 36: Interaction with tablet brands, September 2014
- Leading online campaigns
- Sports integration
- Creative storytelling
- Boosting engagement through hashtag contests
- Celebrity partnerships
- What we think
- Online conversations
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- Figure 37: Online mentions, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
- Where are people talking about tablet brands online?
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- Figure 38: Mentions by page type, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
- What are people talking about online?
Ownership
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- Key points
- Half of online adults own a tablet
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- Figure 39: Personal ownership of mobile electronics, by age, September 2014
- Ownership still skews young, high income
- Two thirds of online households own a tablet
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- Figure 40: Household ownership of tablets, by age, September 2014
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- Figure 41: Household ownership of tablets, by household income, September 2014
- One in three owners have multiple tablets
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- Figure 42: Multiple tablet ownership, by age, September 2014
- Figure 43: Multiple tablet ownership, by household income, September 2014
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- Figure 44: Multiple tablet ownership, by gender and age, September 2014
- 25-44s at heart of high end
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- Figure 45: Spending on tablets, by age, September 2014
- Higher-income groups opt for larger screens
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- Figure 46: Spending on tablets, by household income, September 2014
- Figure 47: Screen size owned, by household income, September 2014
Intent to Purchase
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- Key points
- ’tis the season for buying tablets
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- Figure 48: Intent to purchase, September 2014
- Core demos still favorable
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- Figure 49: Intent to purchase, by gender, September 2014
- Figure 50: Intent to purchase, by age, September 2014
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- Figure 51: Intent to purchase, by gender and age, September 2014
- Figure 52: Intent to purchase, by household income, September 2014
- Aiming for long-term relationships with serial gifters
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- Figure 53: Intent to purchase, by gifting groups, September 2014
- Encouraging loyalty among gift buyers
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- Figure 54: Intent to purchase, by plans to buy groups, September 2014
- Reduced sizes, reduced interest
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- Figure 55: Size and features for planned purchase, September 2014
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- Figure 56: Size and features for planned purchase, by current screen size and connectivity, September 2014
- Figure 57: Size and features for planned purchase, by gender and age, September 2014
Product Selection
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- Key points
- Buyers open to multiple familiar products
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- Figure 58: Product selection, by household income, September 2014
- Aficionados want to get the feel of things
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- Figure 59: Product selection, by ownership groups, September 2014
- OS not all that
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- Figure 60: Product selection, by price paid, September 2014
- Factors in selection
- Price rules
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- Figure 61: Top three factors in tablet selection, September 2014
- Young men, women show differences in priorities
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- Figure 62: Top three factors in tablet selection, by gender and age, September 2014
- Different strokes for higher-income folks
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- Figure 63: Top three factors in tablet selection, by household income, September 2014
- Productivity not top of mind
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- Figure 64: Usage for productivity, by age, September 2014
Impact of Race/Hispanic Origin
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- Key points
- Data
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- Figure 65: Personal ownership of mobile electronics, by race/ethnicity, September 2014
- Figure 66: Multiple tablet ownership, by race/ethnicity, September 2014
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- Figure 67: Intent to purchase, by race/ethnicity, September 2014
- Figure 68: Brand ownership, by race and Hispanic origin, November 2013-April 2014
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- Figure 69: Screen size owned, by race/ethnicity, September 2014
Appendix – Other Useful Consumer Tables
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- Market drivers tables
- The gift market
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- Figure 70: Gifting and receiving tablets, by household income, September 2014
- Reasons for upgrading
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- Figure 71: Reasons for purchasing a new tablet among current owners, by gender, September 2014
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- Figure 72: Reasons for purchasing a new tablet among current owners, by age, September 2014
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- Figure 73: Reasons for purchasing a new tablet among current owners, by household income, September 2014
- Leading companies tables
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- Figure 74: Brand ownership, by gender, May 2013-April 2014
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- Figure 75: Brand ownership, by age, May 2013-April 2014
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- Figure 76: Teen brand ownership, April 2011-June 2014
- Ownership tables
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- Figure 77: Multiple tablet ownership, by gender, September 2014
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- Figure 78: Screen size owned, by price paid, September 2014
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- Figure 79: Screen size owned, by gender, September 2014
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- Figure 80: Screen size owned, by age, September 2014
- Intent to purchase tables
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- Figure 81: Size and features for planned purchase, by age, September 2014
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- Figure 82: Size and features for planned purchase, by household income, September 2014
- Product selection
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- Figure 83: Product selection, by gender, September 2014
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- Figure 84: Product selection, by age, September 2014
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- Figure 85: Top three factors in tablet selection, by age, September 2014
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- Figure 86: Top three factors in tablet selection, by price paid, September 2014
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- Figure 87: Usage for productivity, by price paid, September 2014
Appendix – Trade Association
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