Table of Contents
Executive Summary
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- The market
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- Figure 1: UK tablet sales, volume and value, 2011 – 2014 (e)
- Low excitement around iPad refresh indicative of shift towards cheaper end of market
- Amazon follows Argos to dedicated children’s hardware
- Intel launches new Core M processors, offering vastly improved efficiency
- Companies, brands and innovation
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- Figure 2: Ownership of tablet computers, by brand, July 2014
- The consumer
- Tablet ownership
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- Figure 3: Household ownership of tablet computers, July 2012 – July 2014
- Brand and OS ownership
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- Figure 4: Ownership of tablet computers, by brand, July 2014
- Figure 5: Ownership of tablet computers, by operating system, July 2014
- Motivations for purchase
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- Figure 6: Motivations for purchasing a tablet, July 2014
- Purchase influences and attitudes
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- Figure 7: Factors influencing future tablet computer purchase, July 2014
- Figure 8: Attitudes towards tablet computers, July 2014
- What we think
Issues and Insights
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- Tablets have a distinct functionality niche
- The issues
- The implications
- Tablets lack a distinct hardware niche
- The issues
- The implications
Trend Application
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- Trend: The Suite Life
- Trend: Make it Mine
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- A third rely on tablets most for internet usage
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- Figure 9: Most important device for internet access, by device, May 2014
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- Figure 10: Requests for TV programmes from BBC iPlayer, by device type, march 2013 – February 2014
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- Figure 11: Weekly reach of devices by age group, May 2014
- Intel launches new Core M processors, offering vastly improved efficiency
- Microsoft Surface Pro 3 offers the best of both laptop and tablet
- Lack of excitement around 2014 iPad update
- Amazon launches Kindle Fire HD Kids Edition tablet
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- Figure 12: Amazon Kindle Fire HD for Kids
Who’s Innovating?
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- Key points
- Google develops 3D mapping Project Tango tablet
- Sony Xperia Z3 tablet can play PlayStation 4 games via Remote Play
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- Figure 13: Sony Xperia Z3 Tablet Compact and PlayStation 4 controller
- Amazon introduces ‘Mayday’ button to Kindle Fire HDX tablets
- Panasonic launches 20-inch 4K tablet
Market Size, Segmentation and Share
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- Key points
- Rate of growth in 2014 to slow substantially
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- Figure 14: UK tablet sales, volume and value, 2011 - 2014
- Tesco’s Hudl achieves 3% penetration in less than a year
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- Figure 15: Ownership of tablet computers, by brand, July 2014
- Apple iPad more popular among the youngest and eldest
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- Figure 16: Ownership of Apple and Samsung tablets, by age and socio-economic group, July 2014
- Half of all tablets run Android
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- Figure 17: Ownership of tablet computers, by operating system, July 2014
- Android more popular among men
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- Figure 18: Ownership of tablet operating systems, by gender, July 2014
- Less than one in seven tablet owners use a SIM card
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- Figure 19: Share of tablets with and without mobile data, July 2014
Companies and Products
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- Apple
- Company background
- Financial performance
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- Figure 20: Key financials for Apple Inc., 2012 and 2013
- Recent activity
- Future strategy
- Company background
- Financial performance
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- Figure 21: Key financials for Google Inc, 2012 and 2013
- Recent activity
- Future strategy
- Samsung
- Company background
- Financial performance
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- Figure 22: Key financials for Samsung Group, 2012 and 2013
- Recent activity
- Future strategy
- Amazon
- Company background
- Financial performance
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- Figure 23: Key financials for Amazon.com inc., 2012 and 2013
- Recent activity
- Future strategy
- Microsoft
- Company background
- Financial performance
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- Figure 24: Key financials for Microsoft corporation, 2013 and 2014
- Recent activity
- Future strategy
Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of selected technology brands, August 2014
- Correspondence analysis
- Brand attitudes
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- Figure 26: Attitudes, by selected technology brand, August 2014
- Brand personality
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- Figure 27: Brand personality of selected technology brands – macro image, August 2014
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- Figure 28: Brand personality of selected technology brands – micro image, August 2014
- Brand experience
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- Figure 29: Usage of selected technology brands, August 2014
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- Figure 30: Satisfaction with selected technology brands, August 2014
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- Figure 31: Consideration of selected technology brands, August 2014
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- Figure 32: Consumer perceptions of technology brand performance, August 2014
- Brand recommendation
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- Figure 33: Recommendation of selected technology brands, August 2014
Brand Communication and Promotion
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- Key points
- Tablet adspend rose in 2013
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- Figure 34: Total adspend on tablet computers, 2011-13
- Figure 35: Total adspend on tablet computers, by advertiser, 2012 and 2013
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- Figure 36: Total adspend on tablet computers, by brand/product, 2013
- Figure 37: Total adspend on tablet computers, by media type, 2012 and 2013
The Consumer – Ownership
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- Key points
- Tablet ownership levels continue to rise
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- Figure 38: Household ownership of tablet computers, July 2012 – July 2014
- Young people more likely to share tablet use
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- Figure 39: Personal and household ownership of tablets, by demographics, July 2014
The Consumer – Tablets’ Impact on Use of Other Devices
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- Key points
- A quarter of smartphone owners use their device less as a result of using a tablet
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- Figure 40: Devices used less often as a result of having a tablet in the household, July 2014
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- Figure 41: Devices used less often as a result of having a tablet in the household, by those who own each device, July 2014
- Young people more likely to use tablets to replace other devices
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- Figure 42: Devices used less often as a result of having a tablet in the household, by age, July 2014
- Larger households more likely to use tablet as a replacement device
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- Figure 43: Devices used less often as a result of having a tablet in the household, by number of persons in the household, July 2014
The Consumer – Motivations for Purchase
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- Key points
- Almost a quarter of tablets are purchased as gifts
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- Figure 44: Motivations for purchasing a tablet, July 2014
- Women twice as likely to receive a tablet as a gift
- 10% want to buy within brand
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- Figure 45: OS on consumer smartphones, by OS on consumer tablets, July 2014
- Microsoft has opportunity with business workers
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- Figure 46: A selection of attitudes towards tablets and motivations for consumer purchases, by tablet OS, July
The Consumer – Purchase Influences and Attitudes
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- Key points
- A third of consumers avoiding or will exit the market
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- Figure 47: Factors influencing future tablet computer purchase, July 2014
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- Figure 48: Consumers who would not buy / buy another tablet, by current tablet ownership, July 2014
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- Figure 49: Tablet OS ownership by consumers who would not buy another tablet, July 2014
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- Figure 50: Motivations behind previous consumer purchases, by all consumers and those who will not buy / buy another tablet, July 2014
- Apple customers more interested in maintaining brand
- Cross-device brand ownership not a focus for many
- Large minority think laptops are still more useful for certain tasks
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- Figure 51: Attitudes towards tablet computers, July 2014
- Roaming tablet usage could increase among the older generation
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- Figure 52: Those who prefer using a smartphone to a tablet when out of the home, by age, July 2014
- Parents appreciate the educational appeal
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