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Tablet Computers and Accessories - UK - November 2015

“As overall tablet penetration stalls, the gap between household and personal ownership is shrinking, thus suggesting that multi-tablet households are on the rise. As tablet manufacturers look to offset slowing adoption, the launch of use case-specific tablets, from hardcore gaming, to family activities or media consumption, can broaden the potential for product differentiation and revive consumer demand by boosting multi-tablet households.”

– Sara Ballaben, Technology Analyst

This report covers the following issues:

  • Reacting to the threat of phablets
  • Tablets specialise to better serve specific consumer needs

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Tablet market on the downtrend
            • Figure 1: UK tablet sales, by value and volume, 2011-15
          • Household ownership flattens out in 2015
            • Figure 2: Household ownership of tablets, January 2012-September 2015
          • Most accessory purchases are productivity-focused
            • Figure 3: Ownership of and plans to buy tablet accessories, September 2015
          • Tablet market strongly brand-driven
            • Figure 4: Important features when buying a tablet, September 2015
          • Men and parents willing to spend the most on a new tablet
            • Figure 5: Willingness to spend on a tablet, September 2015
          • Tablets for children are more than just toys
            • Figure 6: Attitudes towards tablets, September 2015
          • What we think
          • Issues and Insights

            • Reacting to the threat of phablets
              • The facts
                • Implications
                  • Tablets specialise to better serve specific consumer needs
                    • The facts
                      • Implications
                      • The Market – What You Need to Know

                        • Tablet market on the downtrend
                          • Tablets’ primary use case threatened by the rise of phablets
                            • The hybrid revolution opens up B2B potential
                              • Tablet gaming
                                • Tablets for kids
                                  • Non-specialist sales channels prevail
                                  • Market Size and Segmentation

                                    • Tablet market on the downtrend
                                      • Figure 7: UK tablet sales, by value and volume, 2011-15
                                    • Larger tablets are better differentiated from phablets
                                      • Figure 8: Ownership of tablets, by screen size, June 2015
                                  • Market Drivers

                                    • Tablets’ primary use case threatened by the rise of phablets
                                      • Figure 9: Motivations for purchasing a tablet, July 2014
                                      • Figure 10: Smartphone screen size, June 2015
                                    • The hybrid revolution opens up B2B potential
                                      • Tablet gaming
                                        • Figure 11: Gaming frequency on the devices owned/in the household, July 2015
                                        • Figure 12: BLAZE TAB Android Retro Gaming Tablet, October 2015
                                        • Figure 13: Linx Vision tablet, October 2015
                                      • Tablets for kids
                                      • Channels to Market

                                        • Non-specialist sales channels prevail
                                          • Figure 14: Websites used and stores visited to shop around for tablets, April 2015
                                        • Online pureplays account for almost a quarter of tablet purchases
                                          • Figure 15: Stores visited and websites used to buy tablets, April 2015
                                      • Key Players – What You Need to Know

                                        • Apple remains most popular tablet manufacturer
                                          • Tesco’s market exit could benefit Amazon
                                            • Online-only companies extend into the hardware market
                                              • Recorded above-the-line spend drops to 2012 level
                                                • Active stylus on the rise
                                                  • New evolutions of the hybrid concept
                                                    • Innovative use cases for tablets
                                                    • Market Share

                                                      • Apple remains most popular tablet manufacturer
                                                        • Figure 16: Brand(s) of tablet owned/in the household, September 2015
                                                      • Tesco’s market exit could benefit Amazon
                                                      • Brand Research

                                                          • Brand map
                                                            • Figure 17: Attitudes towards and usage of selected technology brands, October 2015
                                                          • Key brand metrics
                                                            • Figure 18: Key metrics for selected technology brands, October 2015
                                                          • Brand attitudes: Apple and Samsung closely compete on quality and innovation
                                                            • Figure 19: Attitudes, by technology brand, October 2015
                                                          • Brand personality: Amazon, Google and Samsung share similar upbeat image
                                                            • Figure 20: Brand personality – Macro image, October 2015
                                                          • Hudl and Lenovo struggle to appeal
                                                            • Figure 21: Brand personality – Micro image, October 2015
                                                          • Brand analysis
                                                            • Amazon shows strength across different metrics
                                                              • Figure 22: User profile of Amazon, October 2015
                                                            • Google’s vibrant image appeals to younger consumers
                                                              • Figure 23: User profile of Google, October 2015
                                                            • All-round image gives Samsung wide appeal
                                                              • Figure 24: User profile of Samsung, October 2015
                                                            • Microsoft’s high brand awareness and usage do not always translate into trust
                                                              • Figure 25: User profile of Microsoft, October 2015
                                                            • Apple enjoys exclusive positioning
                                                              • Figure 26: User profile of Apple, October 2015
                                                            • Lenovo struggles to determine clear positioning
                                                              • Figure 27: User profile of Lenovo, October 2015
                                                            • Tesco Hudl has clear budget proposition
                                                              • Figure 28: User profile of Tesco Hudl, October 2015
                                                          • Brand Communication and Promotion

                                                            • Recorded above-the-line spend drops to 2012 level
                                                              • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on tablets, by advertiser, 2014
                                                            • TV ads account for three quarters of total above-the-line adspend
                                                              • Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on tablets, by media type, 2014
                                                            • Methodology and coverage
                                                            • Launch Activity and Innovation

                                                              • Active stylus on the rise
                                                                • Figure 31: Scriba Stylus, October 2015
                                                              • New evolutions of the hybrid concept
                                                                • Figure 32: Intel’s concept of a tablet with foldout extension, July 2015
                                                                • Figure 33: Intel’s concept of a dual-tablet laptop, July 2015
                                                                • Figure 34: Qwerkywriter, October 2015
                                                              • Lenovo’s YOGA Tab 3 Pro features an improved built-in projector
                                                                • Figure 35: YOGA Tab 3 Pro, October 2015
                                                              • Meet the household tablet
                                                                • Figure 36: Lenovo’s Yoga Home 500, October 2015
                                                                • Figure 37: Xess tablet, October 2015
                                                              • Making tablets hands-free
                                                                • Figure 38: EzilStein hands-free tablet stand, October 2015
                                                            • The Consumer – What You Need to Know

                                                              • Household ownership flattens out in 2015
                                                                • Growth of personal ownership could drive multi-tablet households
                                                                  • Most accessory purchases are productivity-focused
                                                                    • Tablet market strongly brand-driven
                                                                      • Men and parents willing to spend the most on a new tablet
                                                                        • Tablets for children seen as entertainment and education tools
                                                                          • In-store initiatives to push hybrid tablets
                                                                          • Tablet Ownership

                                                                            • Household ownership flattens out in 2015
                                                                              • Figure 39: Household ownership of tablets, January 2012-September 2015
                                                                            • Growth of personal ownership could drive multi-tablet households
                                                                              • Figure 40: Personal and household ownership of tablets, September 2013-September 2015
                                                                              • Figure 41: Repertoire of brand(s) of tablet owned/in the household, September 2015
                                                                          • Tablet Accessories – Ownership and Plans to Buy

                                                                            • Most accessory purchases are productivity-focused
                                                                              • Figure 42: Ownership of and plans to buy tablet accessories, September 2015
                                                                              • Figure 43: HP’s Envy Note 8, October 2015
                                                                            • Cockpit use cases could drive tablet demand
                                                                            • Important Features of Tablets

                                                                              • Tablet market strongly brand-driven
                                                                                • Figure 44: Important features when buying a tablet, September 2015
                                                                              • Lighter tablets could win women over
                                                                                • Bigger screens to appeal to tech-savvy older consumers
                                                                                  • Budget tablets should get rugged
                                                                                  • Willingness to Spend

                                                                                    • Men and parents willing to spend the most on a new tablet
                                                                                      • Figure 45: Willingness to spend on a tablet, September 2015
                                                                                    • Some tablet features can drive up willingness to spend
                                                                                      • Figure 46: Important features when buying a tablet, by willingness to spend on a tablet, September 2015
                                                                                  • Attitudes towards Tablets

                                                                                    • Tablets for children are more than just toys
                                                                                      • Figure 47: Attitudes towards tablets, September 2015
                                                                                    • In-store initiatives to push hybrid tablets
                                                                                      • Figure 48: Ownership of selected tablet accessories, by agreement with selected attitudes towards tablets, September 2015
                                                                                    • Tablets could be at the centre of the smart home
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Data sources
                                                                                        • Abbreviations
                                                                                          • Brand research
                                                                                            • Brand map

                                                                                            Companies Covered

                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                            Tablet Computers and Accessories - UK - November 2015

                                                                                            US $2,583.33 (Excl.Tax)