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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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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Estimated volume and value of UK tablet sales, 2011-13
            • Market factors
              • Activities carried out by tablet owners and laptop owners very similar
                • Sale of tablets as content vehicles hastens market commoditisation
                  • Hybrids and Phablets could evolve together
                    • Companies, brands and innovation
                      • Figure 2: Tablets owned by consumers or present in consumer households, by brand, June 2013
                    • The consumer
                      • Ownership of tablets and consumer motivations in past purchases
                        • Figure 3: Tablet ownership and access, June 2013
                        • Figure 4: Motivations behind consumers’ last tablet purchase, June 2013
                      • Consumer intentions to purchase and desired spend on tablets
                        • Figure 5: Consumer intentions to purchase desktops, laptops and tablets, June 2013
                        • Figure 6: Consumer likelihood of purchasing a tablet at any point in the future, June 2013
                        • Figure 7: Amount consumers would spend on tablets, June 2013
                      • Motivations for and desired features in future purchases
                        • Figure 8: Motivations for consumers purchasing tablets in the future, June 2013
                        • Figure 9: Features consumers desire in tablets, June 2013
                      • Consumer attitudes towards tablets
                        • Figure 10: Attitudes towards tablets, June 2013
                      • What we think
                      • Issues in the Market

                          • 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?
                                • Trend Application

                                    • Trend: Life Hacking
                                      • Trend: Extend my Brand
                                        • Mintel Futures: Old Gold
                                        • Market Drivers

                                          • Key points
                                            • More consumers intending to purchase tablets than laptops
                                              • Figure 11: Activities carried out on a tablet and a computer in the last three months, August 2013
                                            • “Content is king” is commoditising market
                                              • TV consumption on tablets increasing
                                                • Figure 12: Total iPlayer requests, by platform, March 2012-March 2013
                                              • Phablet market blurs market boundaries
                                                • Hybrids might impact tablet sales
                                                  • Figure 13: Lenovo IdeaPad
                                                • Haswell processor unlikely to boost Windows tablets
                                                  • 7” devices becoming more popular
                                                      • Figure 14: Apple quarterly iPhone and iPad sales, Q3 2011-Q3 2013
                                                    • Apple’s shifting position
                                                      • Figure 15: Apple worldwide iPad unit sales and year-on-year percentage growth or decline, Q3 2010-Q3 2013
                                                      • Figure 16: Apple worldwide iPhone unit sales and year-on-year percentage growth or decline, Q3 2007-Q3 2010
                                                      • Figure 17: Total revenue split by iOS and Google Play app stores, by region, August 2013
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Disney announces a way to mimic texture on glass screens
                                                        • Haswell processor architecture allows for thinner, more power-productive machines
                                                          • Asus Transformer AiO combines two operating systems
                                                            • Argos and Tesco enter the tablet market
                                                            • Market Size and Segmentation

                                                              • Key points
                                                                • Market value increase much slower rate than value
                                                                  • Figure 18: Estimated volume and value of UK tablet sales, 2011-13
                                                                • Four in 10 consumers have tablets in the home
                                                                  • Figure 19: Presence of a laptop or tablet in the home, and personal ownership of smartphones, January 2012-June 2013
                                                                • Worldwide shipments to double by 2017
                                                                  • Figure 20: Proportion of worldwide computer device shipments, by tablet, PC and ultramobile (Ultrabook) devices, 2012 and forecast 2017
                                                                  • Figure 21: Worldwide volume sales of computers, tablets and ultramobiles (Ultrabooks), 2010-17
                                                                  • Figure 22: Worldwide sales of tablets to end users by OS, 2011-16
                                                              • Companies and Products

                                                                  • Apple Inc.
                                                                    • Company history
                                                                      • Financial performance
                                                                        • Figure 23: Key financials, Apple Inc., 2011 and 2012
                                                                      • Recent developments
                                                                        • Future strategy and objectives
                                                                          • Samsung Electronics
                                                                            • Company history
                                                                              • Financial performance
                                                                                • Figure 24: Key financials, Samsung Electronics, 2011 and 2012
                                                                              • Recent developments
                                                                                • Future strategy and objectives
                                                                                  • Amazon
                                                                                    • Company history
                                                                                      • Financial performance
                                                                                        • Figure 25: Key financials, Amazon.com inc, 2011 and 2012
                                                                                      • Recent developments
                                                                                        • Future strategy and objectives
                                                                                          • Google
                                                                                            • Company history
                                                                                              • Financial performance
                                                                                                • Figure 26: Key financials, Google inc., 2011 and 2012
                                                                                              • Recent developments
                                                                                                • Future strategy and objectives
                                                                                                  • Asus
                                                                                                    • Company history
                                                                                                      • Financial performance
                                                                                                        • Figure 27: Key financials, ASUSTeK, 2011 and 2012
                                                                                                      • Recent developments
                                                                                                        • Future strategy and objectives
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Total adspend steadily increases
                                                                                                              • Figure 28: Total manufacturers’ and retailers’ adspend on tablets, 2010-12
                                                                                                              • Figure 29: Total adspend on tablets, by advertiser and device brand, 2010
                                                                                                              • Figure 30: Tablet adspend on tablets, by advertiser and device brand, 2011
                                                                                                              • Figure 31: Tablet adspend, by advertiser and device brand, 2012
                                                                                                            • Top 10 brands account for nearly all market spend
                                                                                                              • Figure 32: Top 10 brands advertising tablets, 2010-12
                                                                                                            • TV takes 69% of all adspend
                                                                                                              • Figure 33: Tablet adspend, by media type, 2010-12
                                                                                                              • Figure 34: Tablet adspend, by media type, 2010-12
                                                                                                          • Ownership of Tablets and Consumer Motivations in Past Purchases

                                                                                                            • Key points
                                                                                                              • Half of all consumers can access tablets
                                                                                                                • Figure 35: Tablet ownership and access, June 2013
                                                                                                                • Figure 36: Tablet ownership, by employment status, June 2013
                                                                                                              • Tablet purchases motivated by a desire to “second-screen”
                                                                                                                • Figure 37: Motivations behind consumers’ last tablet purchase, June 2013
                                                                                                              • 16-24s looking to buy into an ecosystem
                                                                                                                • Intention to work equal across ages
                                                                                                                  • PC gamblers buy tablets to use them as gaming devices
                                                                                                                    • Retailers/manufacturers may need to work to get gift receivers to use devices
                                                                                                                      • Figure 38: Select activities consumers have carried out on tablets, by select consumer motivations in purchasing their last tablet, June 2013
                                                                                                                  • Brand Ownership

                                                                                                                    • Key points
                                                                                                                      • Apple holds just under half of all market share
                                                                                                                        • Figure 39: Brand of tablet owned by consumers, June 2013
                                                                                                                      • Impact of age on brand ownership
                                                                                                                        • Impact of income on brand ownership
                                                                                                                          • Impact of children on brand ownership
                                                                                                                            • Apple purchasers acted less recently
                                                                                                                              • Figure 40: When consumers purchased their Apple, Samsung or Amazon tablet, June 2013
                                                                                                                            • Demographic charts
                                                                                                                              • Figure 41: Brand of tablets owned by consumers, by age, June 2013
                                                                                                                              • Figure 42: Brand of tablets owned by consumers, by socio-economic group, June 2013
                                                                                                                              • Figure 43: Brand of tablets owned by consumers, by gross annual household income, June 2013
                                                                                                                              • Figure 44: Brand of tablets owned by consumers, by presence and age of children in the household, June 2013
                                                                                                                              • Figure 45: Brand of tablets owned by consumers, by employment status, June 2013
                                                                                                                          • Consumer Intentions to Purchase and Desired Spend on Tablets

                                                                                                                            • Key points
                                                                                                                              • More consumers plan on purchasing tablets than laptops
                                                                                                                                • Figure 46: Consumer intentions to purchase desktops, laptops and tablets, June 2013
                                                                                                                                • Figure 47: Intentions towards purchasing a laptop/netbook computer and a tablet computer, by age, June 2013
                                                                                                                              • Internet adspend may be more effective than assumed
                                                                                                                                • Figure 48: Activities carried out on a computer by consumers who plan to purchase a tablet, June 2013
                                                                                                                              • Gender equality may appear in future purchases
                                                                                                                                  • Figure 49: Consumer intentions to purchase tablets, by gender, June 2013
                                                                                                                                • Half of those not buying in the next three months will never buy
                                                                                                                                  • Figure 50: Consumer likelihood of purchasing a tablet at any point in the future, June 2013
                                                                                                                                  • Figure 51: Consumers who are not planning on buying a tablet in the next three months and the proportion of those consumers who would consider buying one in future, by age, June 2013
                                                                                                                                • A fifth of consumers would spend between £200 and £299 on a tablet
                                                                                                                                  • Figure 52: Amount consumers would spend on tablets, June 2013
                                                                                                                                • Impact of gender and age on desired spend
                                                                                                                                  • Impact of children on desired spend
                                                                                                                                    • Demographic charts
                                                                                                                                      • Figure 53: Impact of gender on desired spend, June 2013
                                                                                                                                      • Figure 54: Impact of age on desired spend, June 2013
                                                                                                                                      • Figure 55: Impact of children in the household on desired spend, June 2013
                                                                                                                                  • Motivations For and Desired Features in Future Purchases

                                                                                                                                    • Key points
                                                                                                                                      • Under a third want to “second-screen”
                                                                                                                                        • Figure 56: Motivations for consumers purchasing tablets in the future, June 2013
                                                                                                                                      • Older consumers looking to replace a laptop
                                                                                                                                        • Figure 57: Interest in purchasing a tablet in order to replace a laptop, by age and gender, June 2013
                                                                                                                                        • Figure 58: Maximum amount consumers who are buying a tablet to replace a laptop in the home are willing to spend a new device, June 2013
                                                                                                                                      • Younger consumers will pay more to watch video outside
                                                                                                                                        • Work purchases can transition into leisure
                                                                                                                                          • Screen quality the most important feature
                                                                                                                                            • Figure 59: Features desired in consumer tablets, June 2013
                                                                                                                                          • Android most desired tablet OS
                                                                                                                                            • Figure 60: Operating systems desired in consumer tablets, June 2013
                                                                                                                                            • Figure 61: Tablet OS desired by consumers, by gender and age, June 2013
                                                                                                                                          • Older consumers more motivated by practical concerns
                                                                                                                                            • Small-screen devices likely desired for communication
                                                                                                                                            • Consumer Attitudes towards Tablets

                                                                                                                                              • Key points
                                                                                                                                                • Easy sharing of tablets may not work as marketing campaign hook
                                                                                                                                                  • Figure 62: Attitudes towards tablets, June 2013
                                                                                                                                                • Youngest consumers most likely to respond to rugged devices
                                                                                                                                                  • Even negative view holders still open to purchase
                                                                                                                                                      • Figure 63: Whether consumers would consider purchasing a tablet in future, by attitudes towards tablets, June 2013
                                                                                                                                                    • Consumers who dislike touchscreen controls happy to use a keyboard
                                                                                                                                                    • Appendix – Brand Ownership

                                                                                                                                                        • Figure 64: Brand of tablet owned by consumers, June 2013
                                                                                                                                                        • Figure 65: Most popular brand of tablet owned by consumers, by demographics, June 2013
                                                                                                                                                        • Figure 66: Next most popular brand of tablet owned by consumers, by demographics, June 2013
                                                                                                                                                        • Figure 67: Least popular brand of tablet owned by consumers, by demographics, June 2013
                                                                                                                                                        • Figure 68: When consumers’ tablets were purchased, June 2013
                                                                                                                                                        • Figure 69: When consumers’ Apple iPads were purchased, by demographics, June 2013
                                                                                                                                                    • Appendix – Ownership of Tablets and Consumer Motivations in Past Purchases

                                                                                                                                                        • Figure 70: Ownership of tablets by consumers, June 2013
                                                                                                                                                        • Figure 71: Ownership of tablets by consumers, by demographics, June 2013
                                                                                                                                                        • Figure 72: Motivations behind consumers’ last tablet purchase, June 2013
                                                                                                                                                        • Figure 73: Activities carried out on computer, by most popular motivations behind consumers’ last tablet purchase, June 2013
                                                                                                                                                        • Figure 74: Most popular factors that influenced consumers’ last tablet purchase, by demographics, June 2013
                                                                                                                                                        • Figure 75: Next most popular factors that influenced consumers’ last tablet purchase, by demographics, June 2013
                                                                                                                                                    • Appendix – Consumer Intentions to Purchase and Desired Spend on Tablets

                                                                                                                                                        • Figure 76: Intentions of buying a tablet, June 2013
                                                                                                                                                        • Figure 77: Activities carried out on computer, by intentions of buying a tablet, June 2013
                                                                                                                                                        • Figure 78: Activities carried out on laptop, by intentions of buying a tablet, June 2013
                                                                                                                                                        • Figure 79: Intentions of buying a tablet computer, by demographics, June 2013
                                                                                                                                                        • Figure 80: Amount consumers would spend on tablets, June 2013
                                                                                                                                                        • Figure 81: Amount consumers would spend on tablets, by intentions of buying a tablet in the next three months, June 2013
                                                                                                                                                        • Figure 82: Amounts consumers would spend on tablets between £0 and £399, by demographics, June 2013
                                                                                                                                                        • Figure 83: Amounts consumers would spend on tablets between £400 and £799, by demographics, June 2013
                                                                                                                                                        • Figure 84: Amounts consumers would spend on tablets between £800 and over £1,000, by demographics, June 2013
                                                                                                                                                        • Figure 85: If consumers would consider purchasing a tablet in future, June 2013
                                                                                                                                                        • Figure 86: If consumers would consider purchasing a tablet in future, by demographics, June 2013
                                                                                                                                                    • Appendix – Motivations For and Desired Features in Future Purchases

                                                                                                                                                        • Figure 87: Motivations for consumers buying tablets in the future, June 2013
                                                                                                                                                        • Figure 88: Activities carried out on computer, by motivations for consumers buying tablets in the future, June 2013
                                                                                                                                                        • Figure 89: Activities carried out on computer, by other motivations for consumers buying tablets in the future, June 2013
                                                                                                                                                        • Figure 90: Most popular motivations for consumers buying tablets in the future, by demographics, June 2013
                                                                                                                                                        • Figure 91: Next most popular motivations for consumers buying tablets in the future, by demographics, June 2013
                                                                                                                                                        • Figure 92: Features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 93: Operating systems desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 94: Activities carried out on computer, by features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 95: Activities carried out on computer, by other features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 96: Activities carried out on computer, by remaining features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 97: Motivations for consumers buying tablets in the future, by operating systems desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 98: Amount consumers would spend on tablets, by features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 99: Amount consumers would spend on tablets, by other features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 100: Amount consumers would spend on tablets, by remaining features desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 101: Amount consumers would spend on tablets, by operating systems desired in consumer tablets, June 2013
                                                                                                                                                        • Figure 102: Features desired in consumer tablets, by demographics, June 2013
                                                                                                                                                        • Figure 103: Other features desired in consumer tablets, by demographics, June 2013
                                                                                                                                                        • Figure 104: Remaining features desired in consumer tablets, by demographics, June 2013
                                                                                                                                                        • Figure 105: Operating systems desired in consumer tablets, by demographics, June 2013
                                                                                                                                                    • Appendix – Consumer Attitudes towards Tablets

                                                                                                                                                        • Figure 106: Attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 107: Whether consumers would consider purchasing a tablet in future, by attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 108: Whether consumers would consider purchasing a tablet in future, by other popular attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 109: Motivations for consumers buying tablets in the future, by attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 110: Motivations for consumers buying tablets in the future, by other attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 111: Features desired in consumer tablets, by attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 112: Features desired in consumer tablets, by other attitudes towards tablets, June 2013
                                                                                                                                                        • Figure 113: Attitudes towards tablets, by demographics, June 2013
                                                                                                                                                        • Figure 114: Other attitudes towards tablets, by demographics, June 2013

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Tablet Computers - UK - November 2013

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