Tablet Computers - UK - November 2013
“Microsoft’s device strategy differs from competitors Apple and Google. The latter two group together smartphones and tablets as ‘mobile devices’, distinct from computers. Microsoft by contrast keeps smartphones separate, instead grouping together tablets and computers, with one operating system – Windows 8 – spanning both categories. However, Microsoft is trying to break into a market dominated by Apple and Google, and the confusion its differing strategy is causing, with stripped-down ‘RT’ software on some tablets and not others, seems to be harming its prospects. A drastic simplification of its product line may be required before sales pick up.”
– Samuel Gee, Technology Analyst
Some questions answered in this report include:
- 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?
The tablet market was pushed into the consumer mainstream by Apple in 2010 with the release of the iPad. Since that point the popular devices have become almost staple inclusion in brand advertising and communication strategies, with a raft of alternatives based on the Android and Windows operating systems entering the market over 2011, 2012 and 2013. In the latter year Apple is attempting to keep its product line attractive with the introduction of the iPad Air, though the persistent sale of cut-price tablets through Amazon and Tesco may make it increasingly difficult for the premium manufacturer to maintain market share.
This report examines the state of the market in 2013, along with consumer ownership of tablets, motivations behind past and future purchases, desired spend on the devices, intentions to purchase, desired features and consumer attitudes towards tablets.
Tablets are defined by Mintel as any portable touchscreen computing device with a screen size of 7” diagonally or above.
Hybrids – which are tablets sold with a detachable keyboard or base station with which they are designed to be used – are included in the definition of tablets. Some hybrid devices feature a laptop that can be rotated to become a tablet screen, but these non-detachable versions are not included in the Mintel definition of tablets.
Market size figures include sales of hybrid and tablet devices.
“Phablets”, which have a screen size of 5-7” diagonally, are not included in the definition either, regardless of whether they have or lack the ability to make phone calls over a mobile network.
The term “Second screening” refers to the usage of a tablet or smartphone whilst sat in front of and watching the television or a DVD/film.
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Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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