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Tablet Computers - UK - November 2014

“Because of the casual nature of tablet usage, with devices popular in front of the TV or for brief gaming sessions, it is likely that once household penetration reaches around the 75% mark, growth in sales will almost stall, driven forward thereafter only by intermittent replacement purchases, or by smaller groups who are interested only in very low-cost devices and who continue to hold out as prices lower”.
– Samuel Gee, Senior Technology and Media Analyst

This report looks at the following areas:

  • Tablets have a distinct functionality niche
  • Tablets lack a distinct hardware niche

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • 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
                    • Figure 2: Ownership of tablet computers, by brand, July 2014
                  • The consumer
                    • Tablet ownership
                      • Figure 3: Household ownership of tablet computers, July 2012 – July 2014
                    • Brand and OS ownership
                      • Figure 4: Ownership of tablet computers, by brand, July 2014
                      • Figure 5: Ownership of tablet computers, by operating system, July 2014
                    • Motivations for purchase
                      • Figure 6: Motivations for purchasing a tablet, July 2014
                    • Purchase influences and attitudes
                      • Figure 7: Factors influencing future tablet computer purchase, July 2014
                      • Figure 8: Attitudes towards tablet computers, July 2014
                    • What we think
                    • Issues and Insights

                        • Tablets have a distinct functionality niche
                          • The issues
                            • The implications
                              • Tablets lack a distinct hardware niche
                                • The issues
                                  • The implications
                                  • Trend Application

                                      • Trend: The Suite Life
                                        • Trend: Make it Mine
                                          • Mintel Futures: Old Gold
                                          • Market Drivers

                                            • Key points
                                              • A third rely on tablets most for internet usage
                                                • Figure 9: Most important device for internet access, by device, May 2014
                                                • Figure 10: Requests for TV programmes from BBC iPlayer, by device type, march 2013 – February 2014
                                                • 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
                                                      • Figure 12: Amazon Kindle Fire HD for Kids
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Google develops 3D mapping Project Tango tablet
                                                        • Sony Xperia Z3 tablet can play PlayStation 4 games via Remote Play
                                                          • 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

                                                            • Key points
                                                              • Rate of growth in 2014 to slow substantially
                                                                • Figure 14: UK tablet sales, volume and value, 2011 - 2014
                                                              • Tesco’s Hudl achieves 3% penetration in less than a year
                                                                • Figure 15: Ownership of tablet computers, by brand, July 2014
                                                              • Apple iPad more popular among the youngest and eldest
                                                                • Figure 16: Ownership of Apple and Samsung tablets, by age and socio-economic group, July 2014
                                                              • Half of all tablets run Android
                                                                • Figure 17: Ownership of tablet computers, by operating system, July 2014
                                                              • Android more popular among men
                                                                • Figure 18: Ownership of tablet operating systems, by gender, July 2014
                                                              • Less than one in seven tablet owners use a SIM card
                                                                • Figure 19: Share of tablets with and without mobile data, July 2014
                                                            • Companies and Products

                                                                • Apple
                                                                  • Company background
                                                                    • Financial performance
                                                                      • Figure 20: Key financials for Apple Inc., 2012 and 2013
                                                                    • Recent activity
                                                                      • Future strategy
                                                                        • Google
                                                                          • Company background
                                                                            • Financial performance
                                                                              • Figure 21: Key financials for Google Inc, 2012 and 2013
                                                                            • Recent activity
                                                                              • Future strategy
                                                                                • Samsung
                                                                                  • Company background
                                                                                    • Financial performance
                                                                                      • Figure 22: Key financials for Samsung Group, 2012 and 2013
                                                                                    • Recent activity
                                                                                      • Future strategy
                                                                                        • Amazon
                                                                                          • Company background
                                                                                            • Financial performance
                                                                                              • Figure 23: Key financials for Amazon.com inc., 2012 and 2013
                                                                                            • Recent activity
                                                                                              • Future strategy
                                                                                                • Microsoft
                                                                                                  • Company background
                                                                                                    • Financial performance
                                                                                                      • Figure 24: Key financials for Microsoft corporation, 2013 and 2014
                                                                                                    • Recent activity
                                                                                                      • Future strategy
                                                                                                      • Brand Research

                                                                                                        • Brand map
                                                                                                            • Figure 25: Attitudes towards and usage of selected technology brands, August 2014
                                                                                                          • Correspondence analysis
                                                                                                            • Brand attitudes
                                                                                                              • Figure 26: Attitudes, by selected technology brand, August 2014
                                                                                                            • Brand personality
                                                                                                              • Figure 27: Brand personality of selected technology brands – macro image, August 2014
                                                                                                              • Figure 28: Brand personality of selected technology brands – micro image, August 2014
                                                                                                            • Brand experience
                                                                                                              • Figure 29: Usage of selected technology brands, August 2014
                                                                                                              • Figure 30: Satisfaction with selected technology brands, August 2014
                                                                                                              • Figure 31: Consideration of selected technology brands, August 2014
                                                                                                              • Figure 32: Consumer perceptions of technology brand performance, August 2014
                                                                                                            • Brand recommendation
                                                                                                              • Figure 33: Recommendation of selected technology brands, August 2014
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Tablet adspend rose in 2013
                                                                                                                • Figure 34: Total adspend on tablet computers, 2011-13
                                                                                                                • Figure 35: Total adspend on tablet computers, by advertiser, 2012 and 2013
                                                                                                                • 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

                                                                                                              • Key points
                                                                                                                • Tablet ownership levels continue to rise
                                                                                                                  • Figure 38: Household ownership of tablet computers, July 2012 – July 2014
                                                                                                                • Young people more likely to share tablet use
                                                                                                                  • Figure 39: Personal and household ownership of tablets, by demographics, July 2014
                                                                                                              • The Consumer – Tablets’ Impact on Use of Other Devices

                                                                                                                • Key points
                                                                                                                  • A quarter of smartphone owners use their device less as a result of using a tablet
                                                                                                                    • Figure 40: Devices used less often as a result of having a tablet in the household, July 2014
                                                                                                                    • 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
                                                                                                                    • 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
                                                                                                                    • 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

                                                                                                                  • Key points
                                                                                                                    • Almost a quarter of tablets are purchased as gifts
                                                                                                                      • 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
                                                                                                                          • Figure 45: OS on consumer smartphones, by OS on consumer tablets, July 2014
                                                                                                                        • Microsoft has opportunity with business workers
                                                                                                                            • Figure 46: A selection of attitudes towards tablets and motivations for consumer purchases, by tablet OS, July
                                                                                                                        • The Consumer – Purchase Influences and Attitudes

                                                                                                                          • Key points
                                                                                                                            • A third of consumers avoiding or will exit the market
                                                                                                                              • Figure 47: Factors influencing future tablet computer purchase, July 2014
                                                                                                                              • Figure 48: Consumers who would not buy / buy another tablet, by current tablet ownership, July 2014
                                                                                                                              • Figure 49: Tablet OS ownership by consumers who would not buy another tablet, July 2014
                                                                                                                              • 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
                                                                                                                                  • Figure 51: Attitudes towards tablet computers, July 2014
                                                                                                                                • Roaming tablet usage could increase among the older generation
                                                                                                                                    • 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

                                                                                                                                  Companies Covered

                                                                                                                                  • Amazon UK
                                                                                                                                  • Amazon.com Inc
                                                                                                                                  • Apple Computer UK Ltd
                                                                                                                                  • Apple, Inc
                                                                                                                                  • ASUSTek Computer Inc
                                                                                                                                  • Google UK
                                                                                                                                  • Google, Inc.
                                                                                                                                  • Microsoft Corporation
                                                                                                                                  • QUALCOMM Incorporated
                                                                                                                                  • Samsung Electronics (UK) Ltd
                                                                                                                                  • Skype Technologies S.A.
                                                                                                                                  • Tesco (UK)

                                                                                                                                  Tablet Computers - UK - November 2014

                                                                                                                                  £1,995.00 (Excl.Tax)