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Mobile Phone and Tablet Accessories - US - May 2012

Mobile phones have become an essential tool that U.S. consumers rely on to navigate their lives, and following the breakthrough success of the iPad, tablets have taken on a similar role for millions of owners. Given how personal these devices are, it’s not surprising that many consumers seek to customize and supplement them with accessories, ranging from basic cases, headsets and power cables to high-end stereo docks that can cost more than the phones that plug into them. Furthermore, as smartphones and tablets gain increasing levels of computing horsepower, they are also being used as controllers for a growing range of peripheral devices—such as toys, health monitors and even home automation systems.

This report will provide an overview of the fast-growing phone and tablet accessory market, analyzing the key trends and drivers that impact this market including the following:

  • Since tablet accessory sales typically are not reported separately from PC accessory sales, market size data is provided for mobile phone accessories only. Historic and projected wholesale (manufacturer to retailer) revenues for mobile phone accessories only will be provided for 2006 through 2016
  • The phone and tablet accessory market is highly fragmented and diverse, which is not surprising given the broad range of products within the category. This report will discuss some of the largest as well as the most innovative players, and provide perspectives on the overall landscape and what it takes to succeed
  • Mobile phone and tablet accessories can be purchased through many online as well as offline retailers, including general interest stores such as mass merchandisers, consumer electronics chains and stores and kiosks focused on selling mobile phones and plans. An overview of the types of retailers in this space will be provided, along with key trends as well as data on where consumers purchase
  • Key factors driving the mobile phone and tablet accessory market will be discussed, including the massive growth in smartphone and tablet penetration; changes in consumer usage behavior; and the ongoing platform battle between Android and iOS, amongst others
  • Using proprietary Mintel survey data, this report reviews the demographics of consumer ownership of both mobile phone and tablet accessories by category. Additional insights will include channels for purchasing accessories; prevalence of gifting; use of accessories, and attitudes/opinions regarding these accessories

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Television advertisements
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Accessory sales grow along with tablet and phone sales
                            • Figure 1: Fan chart forecast of U.S. manufacturer to retailer sales of mobile phone accessories, 2006-16
                          • Falling unit pricing undermines growth rates
                            • Figure 2: Average unit pricing for mobile phone accessories, 2006-12
                          • Overall tablet and phone growth drives the accessory markets
                            • Figure 3: U.S. mobile phone and tablet unit sales, 2006-12
                          • Additional growth drivers: smartphone adoption, tablet trends and apps/appcessories
                            • Market factors
                              • Production split between independents and OEMs
                                • Wide range of retail options—consumers choose carrier stores
                                  • The consumer
                                    • A variety of different accessories owned
                                      • Figure 4: Mobile phone and tablet accessory ownership, January 2012
                                    • Most people buy their own accessories
                                      • iPhone users most engaged with phones and accessories
                                        • Younger users more satisfied with accessories
                                          • Figure 5: Views on whether accessories help consumers get more from their phone/tablet, by age, January 2012
                                        • What we think
                                        • Issues in the Market

                                            • How are knockoffs impacting the market?
                                              • Are accessory companies spending enough on marketing?
                                                • Is consolidation on the horizon?
                                                • Insights and Opportunities

                                                    • The more the merrier
                                                      • Figure 6: Converge multi-device charger
                                                    • Mini-mes
                                                      • Figure 7: Pebble watch concept
                                                  • Inspire Insights

                                                      • Inspire Trend: Life Hacking
                                                        • Inspire Trend: Make It Mine
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • As phone sales grow, so do accessories
                                                              • Prices achieve a plateau
                                                                  • Figure 8: FitBit health monitor
                                                                  • Figure 9: Sony SmartWatch
                                                                • Sales and forecast
                                                                  • Figure 10: Total U.S. manufacturer to retailer sales and forecast for mobile phone accessories, at current prices, 2006-16
                                                                  • Figure 11: Total U.S. manufacturer to retailer sales and forecast for mobile phone accessories, at inflation-adjusted prices, 2006-16
                                                                  • Figure 12: Total U.S. unit sales and average unit pricing for mobile phone accessories, 2006-12
                                                                • Fan-chart forecast
                                                                    • Figure 13: Fan chart forecast of U.S. manufacturer to retailer sales of mobile phone accessories, 2006-16
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Change in accessory needs as phones and tablets take on more functions
                                                                      • Other devices begin to build in mobile
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Many choices for buying accessories
                                                                            • Figure 14: Channels where cell phone and tablet accessories were purchased, January 2012
                                                                          • Store retailers are essential promotional partners
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Growing adoption of mobile devices drives accessory sales
                                                                                • Figure 15: U.S. mobile phone unit sales by segment, 2006-12
                                                                                • Figure 16: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
                                                                              • Platform consolidation has a mixed impact
                                                                                • Figure 17: Smartphone operating system market share for all users and recent acquirers, 4Q11
                                                                              • Standards initiatives for chargers could drive further changes
                                                                                • Apps take hold
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Overview
                                                                                      • Device OEMs
                                                                                        • Multi-accessory manufacturers
                                                                                          • Consumer electronics companies
                                                                                            • Specialists
                                                                                              • Boutiques
                                                                                              • Innovation and Innovators

                                                                                                  • Kickstarter
                                                                                                    • Other innovations
                                                                                                    • Marketing Strategies

                                                                                                      • Key points
                                                                                                        • Overview
                                                                                                          • Television
                                                                                                            • Bose: Take music to go
                                                                                                              • Figure 18: Bose Soundlink Wireless Mobile ad, 2012
                                                                                                            • iHome focuses on style
                                                                                                              • Figure 19: iHome/SDI Technologies ad, 2011
                                                                                                            • Logitech
                                                                                                              • Figure 20: Logitech ad, “everything else is just noise, all we see is music”, 2011
                                                                                                            • Print advertising
                                                                                                              • Figure 21: Bose Soundlink print ad, “music wherever, whenever”, December 2011
                                                                                                              • Figure 22: AT&T/Beats Audio ad, Jordin Sparks, May 2012
                                                                                                              • Figure 23: Best Buy newspaper insert, May 2012
                                                                                                            • Online advertising
                                                                                                              • Figure 24: iHome, Kensington and elago banner ads, 2012
                                                                                                          • Device ownership

                                                                                                            • Key points
                                                                                                              • Device ownership is at high levels
                                                                                                                • Figure 25: Mobile phone and tablet/ereader ownership and intent to purchase in next 3 months, January 2012
                                                                                                                • Figure 26: Mobile phone and tablet ownership, by type of phone/tablet, by age, January 2012
                                                                                                                • Figure 27: Mobile phone and tablet ownership, by type of phone/tablet, by household income, January 2012
                                                                                                            • Accessory ownership

                                                                                                              • Key points
                                                                                                                • Phone accessory ownership tied closely to age
                                                                                                                  • Figure 28: Cellphone accessory ownership/interest in ownership, January 2012
                                                                                                                  • Figure 29: Cellphone accessory ownership, by age, January 2012
                                                                                                                  • Figure 30: Cellphone accessory ownership, by household income, January 2012
                                                                                                                • Purchase interest higher for tablets accessories
                                                                                                                  • Figure 31: Tablet accessory ownership/interest in ownership, January 2012
                                                                                                                  • Figure 32: Tablet accessory ownership, by gender, January 2012
                                                                                                                  • Figure 33: Tablet accessory ownership, by age, January 2012
                                                                                                                  • Figure 34: Cellphone accessory ownership, by household income, January 2012
                                                                                                              • Acquisition methods and channels

                                                                                                                • Key points
                                                                                                                  • Self-purchase dominant model for most phone accessories
                                                                                                                    • Figure 35: Method of acquiring mobile phone accessories, January 2012
                                                                                                                    • Figure 36: Method of acquiring tablet accessories, January 2012
                                                                                                                  • Carrier stores most popular purchase channel
                                                                                                                    • Figure 37: Channels where phone or tablet accessories were purchased, in-person vs. online, January 2012
                                                                                                                    • Figure 38: Channels where phone or tablet accessories were purchased, in-person vs. online, by age, January 2012
                                                                                                                    • Figure 39: Channels where phone or tablet accessories were purchased, in person vs. online, by household income, January 2012
                                                                                                                • Nature of Accessory Usage

                                                                                                                  • Key points
                                                                                                                    • Car usage is common for phones
                                                                                                                      • Figure 40: Mobile phone accessory usage, by age, January 2012
                                                                                                                      • Figure 41: Mobile phone accessory usage, by household income, January 2012
                                                                                                                    • Younger users more engaged with tablets and accessories
                                                                                                                      • Figure 42: Tablet accessory usage, by age, January 2012
                                                                                                                      • Figure 43: Tablet accessory usage, by household income, January 2012
                                                                                                                  • Attitudes to and Opinions about Phone and Tablet Accessories

                                                                                                                    • Key points
                                                                                                                      • Younger respondents more engaged with accessories
                                                                                                                        • Figure 44: Attitudes and opinions about phone and tablet accessories, by gender, January 2012
                                                                                                                        • Figure 45: Attitudes and opinions about phone and tablet accessories, by age, January 2012
                                                                                                                        • Figure 46: Attitudes and opinions about phone and tablet accessories, by household income, January 2012
                                                                                                                      • Multiple accessory usage comparatively rare
                                                                                                                        • Figure 47: Usage of multiple power adapters and cases, by gender, age and household income, January 2012
                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • Asians, Hispanics strong adopters of smartphones and tablets
                                                                                                                          • Figure 48: Mobile phone and tablet/ereader ownership, by race/Hispanic origin, January 2012
                                                                                                                          • Figure 49: Cellphone accessory ownership, by household income, January 2012
                                                                                                                        • Black respondents more likely to buy through carriers
                                                                                                                          • Figure 50: Channels where phone or tablet accessories were purchased, in-person vs. online, by race/Hispanic origin, January 2012
                                                                                                                        • Asian respondents more engaged with phones
                                                                                                                          • Figure 51: Mobile phone accessory usage, by race/Hispanic origin, January 2012
                                                                                                                        • Black respondents have strongly positive attitudes on accessories
                                                                                                                          • Figure 52: Attitudes and opinions about phone and tablet accessories, by race/Hispanic origin, January 2012
                                                                                                                      • Impact of type of phone or tablet owned

                                                                                                                        • Accessory ownership high for iPhone users
                                                                                                                          • Figure 53: Cellphone accessory ownership, by type of phone owned, January 2012
                                                                                                                          • Figure 54: Tablet accessory ownership, by device type owned, January 2012
                                                                                                                        • iPhone owners make full use of them
                                                                                                                          • Figure 55: Mobile phone accessory usage, by device type owned, January 2012
                                                                                                                          • Figure 56: Tablet accessory usage, by device type owned, January 2012
                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                        • Self-purchase of mobile phone accessories
                                                                                                                          • Figure 57: Mobile phone accessories self-purchased, by age, January 2012
                                                                                                                          • Figure 58: Mobile phone accessories self-purchased, by household income, January 2012
                                                                                                                        • Self-purchase of tablet accessories
                                                                                                                          • Figure 59: Tablet accessories self-purchased, by age, January 2012
                                                                                                                          • Figure 60: Tablet accessories self-purchased, by household income, January 2012
                                                                                                                      • Appendix—Trade Associations

                                                                                                                        Companies Covered

                                                                                                                        • Amazon North America
                                                                                                                        • Amazon.com Inc
                                                                                                                        • Apple, Inc
                                                                                                                        • Belkin Corporation
                                                                                                                        • Bose Corporation
                                                                                                                        • Google, Inc.
                                                                                                                        • Griffin Technology, Inc.
                                                                                                                        • HTC
                                                                                                                        • Microsoft Corporation
                                                                                                                        • Motorola Mobility Holdings
                                                                                                                        • Research In Motion (USA)
                                                                                                                        • Samsung Electronics (USA)

                                                                                                                        Mobile Phone and Tablet Accessories - US - May 2012

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