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Tablets - US - April 2012

Apple’s third-generation iPad sold 3 million units globally in its first three days on the market in March 2012, capturing a minimum of half a billion dollars per day. Global tablet sales surpassed netbook sales in Q2 2011, enrooted to 65 million units in total for the year. That figure is expected to nearly double in 2012 to roughly 125 million units, and more than double again from 2012-16. The netbook is vanquished, and laptops overall may become a no-growth segment as the tablet continues its rise.

Media consumption is also being reshaped, with Americans now spending more time reading on mobile products than on printed magazines and newspapers. Even at this early stage, it’s apparent that when combined with smartphones, tablets are the defining technology of the early 21st century, impacting consumer behavior across a wide array of activities, from photography to shopping.

The report explores the following subjects, among others:

  • How rapidly is penetration rising? Who owns a tablet? Who is about to buy one?
  • What is the role of gift purchases? How do gift purchases differ in brand and spend from purchases made for personal usage?
  • Which tablets are fighting for second-place on the heels of the iPad? Can any of them challenge the iPad itself?
  • How and where are tablets used? What do new buyers want to do with their tablet, and how do current owners use them?
  • How is internet service provided to the tablet?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
                      • iPad and Kindle account for majority of sales
                        • Figure 2: Global tablet sales, by units, Q3 2011 vs. Q4 2011
                      • Branding still a work in progress
                        • Market factors
                          • OS wars
                            • Figure 3: Tablet brand owned, by ownership of Android phones, iPhones, and Kindle eReaders, January 2012
                          • The insatiable appetites of technophiles
                            • Figure 4: Ownership and Intent to buy tablet for self or someone else, by ownership of other portable consumer electronics products, January 2012
                          • On the first night of Christmas…
                            • Figure 5: Gifting of tablets, by household income, January 2012
                          • The consumer
                            • The young and the wealthy not the only buyers, but the highest spenders
                              • It’s a PC, not a phone
                                • Parents big on tablets
                                  • Can I get some cellular data with that?
                                    • What we think
                                    • Issues in the Market

                                        • Is WiFi sufficient connectivity?
                                          • Are cloud and local storage spaces too small?
                                            • Is it possible to compete with Apple and Samsung and also turn a profit?
                                              • Portability vs. screen size
                                              • Insights and Opportunities

                                                • Key points
                                                  • Gift purchases
                                                    • Figure 6: Tablet gifting, by household income, January 2012
                                                  • The gift that keeps on giving
                                                    • Figure 7: Tablet gifting, by ownership and Intent to buy tablet for self or someone else, January 2012
                                                    • Figure 8: Brand of tablet owned, by ownership and intent to purchase, January 2012
                                                  • Low-cost 3G tablets and data plans
                                                      • Figure 9: Ownership of smartphones, eReaders, and laptops, by household income, January 2012
                                                      • Figure 10: Ownership of smartphones, eReaders, and laptops, by age, January 2012
                                                    • Increased differentiation from cellphones
                                                    • Inspire Insights

                                                        • Trend: Moral brands
                                                          • Trend: Rise of the Screenager
                                                          • Market Size

                                                            • Key points
                                                              • Rapid rise from innovators to early majority
                                                                  • Figure 11: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
                                                              • Competitive Context

                                                                • Key points
                                                                  • Competition with other consumer electronics products
                                                                    • Smartphones and eReaders
                                                                      • Figure 12: Ownership and intent to buy tablet for self or someone else among smartphones and eReader owners, January 2012
                                                                    • Laptops
                                                                      • Figure 13: Ownership and intent to buy tablet for self or someone else among laptop owners, January 2012
                                                                      • Figure 14: Ownership of smartphones, eReaders, and laptops among laptop owners, January 2012
                                                                  • Innovations and Innovators

                                                                    • Chat, watch, and listen in the bath or shower
                                                                      • Any size you want it
                                                                        • Toys for tots
                                                                          • Microsoft Office and dual OS tablets
                                                                            • Virtual keyboards
                                                                              • Freemium 4G
                                                                                • The end of the screen as we know it
                                                                                • Leading Brands

                                                                                  • Key points
                                                                                    • Market share
                                                                                      • Figure 15: Global tablet sales, by units, Q3 2011 vs. Q4 2011
                                                                                    • Comparison of costs and specs
                                                                                        • Figure 16: Product comparison: price, connectivity, screen size, and memory, March 2012
                                                                                      • Brand owned
                                                                                        • Figure 17: Brand of tablet owned, January 2012
                                                                                      • Top two brands carry the most satisfied owners
                                                                                        • Figure 18: Satisfaction with tablet, by brand of tablet owned, January 2012
                                                                                      • OS and app synergy
                                                                                        • Figure 19: Ownership and intent to buy tablet for self or someone else among iPhone owners, January 2012
                                                                                        • Figure 20: Brand of tablet owned, by owners of Apple laptops and smartphones, January 2012
                                                                                        • Figure 21: Brand of tablet owned among owners of Kindle eReaders and Android smartphones, January 2012
                                                                                      • Demographic analysis of ownership trends
                                                                                        • Figure 22: Brand of tablet owned, by age, January 2012
                                                                                        • Figure 23: Brand of tablet owned, by household income, January 2012
                                                                                    • Marketing Strategies

                                                                                      • Key points
                                                                                        • Search
                                                                                          • Apple buys search for “tablet” but does not sell one
                                                                                            • Television ads
                                                                                              • Apple moves from apps to retinas
                                                                                                • Figure 24: Apple “True touch” campaign for new iPad, March-April 2012
                                                                                                • Figure 25: Apple “Things we love” ad for iPad 2, November 2011-January 2012
                                                                                              • Amazon moves from price to emotion
                                                                                                • Figure 26: Amazon “Life at your fingertips” ad for Kindle Fire, March-April 2012
                                                                                                • Figure 27: Amazon “Affordable” ad for Kindle Fire, February 2012
                                                                                              • Teen focus in Apple’s Christmas campaign
                                                                                                • Figure 28: Apple “That’s so fun” televison ad, November 2011-January 2012
                                                                                              • Samsung leaves the apps out
                                                                                                • Figure 29: Samsung “People it’s time to tab time” televison ad, July 2011-April 2012
                                                                                            • Ownership, Intent to Purchase, and Spend

                                                                                              • Key points
                                                                                                • Interest crosses age barriers
                                                                                                  • Figure 30: Ownership and intent to purchase, January 2012
                                                                                                  • Figure 31: Tablet ownership, by age, February 2012
                                                                                                • Impact of age on expected spend and brand in next purchase
                                                                                                  • Figure 32: Expected spend on personal purchase, by age, January 2012
                                                                                                  • Figure 33: Brand of tablet intend to buy, by age, January 2012
                                                                                                • Nearly half of highest-income group own a tablet
                                                                                                  • Figure 34: Tablet ownership, by household income, January 2012
                                                                                                  • Figure 35: Intent to buy tablet for self or someone else, by household income, January 2012
                                                                                                  • Figure 36: Expected spend on purchase, by household income, January 2012
                                                                                                • Gift-givers spend less
                                                                                                  • Figure 37: Spend on tablets as gifts compared to spend for personal usage, and expected spend on intended tablet purchases, January 2012
                                                                                                • Ownership and intent to purchase highest among Asians
                                                                                                  • Figure 38: Ownership, by race/Hispanic origin, January 2012
                                                                                                  • Figure 39: Intent to buy tablet for self or someone else, by race/Hispanic origin, January 2012
                                                                                              • Where and How Tablets Are Used

                                                                                                • Key points
                                                                                                  • Limitations on use resulting from connectivity issues
                                                                                                    • Figure 40: How internet is accessed on tablets, January 2012
                                                                                                  • Usage profile more similar to laptops than phones
                                                                                                      • Figure 41: Where tablets are used, January 2012
                                                                                                      • Figure 42: Where tablets are used, by How internet is accessed on tablet, January 2012
                                                                                                      • Figure 43: How tablets are used: current owners vs. expected buyers, January 2012
                                                                                                    • Younger age groups stuck on video
                                                                                                      • Figure 44: Top five activities that owners do with their tablets, by age, January 2012
                                                                                                    • Connectivity drives differences by demographics
                                                                                                      • Figure 45: How internet is accessed on tablet, by age, January 2012
                                                                                                      • Figure 46: Locations/excursions where tablets are typically used, by age, January 2012
                                                                                                      • Figure 47: Top five activities that owners do with their tablets, by household income, January 2012
                                                                                                      • Figure 48: Main way of accessing internet, by household income, January 2012
                                                                                                      • Figure 49: Locations/excursions where tablets are typically used, by gender, January 2012
                                                                                                      • Figure 50: How internet is accessed on tablet, by gender, January 2012
                                                                                                  • Custom Consumer—Moms and Dads

                                                                                                      • Key points
                                                                                                        • Why parents are a central driver for sales
                                                                                                            • Figure 51: Tablet ownership, by parental status, January 2012
                                                                                                            • Figure 52: Intent to buy tablet for self or someone else, by parental status, January 2012
                                                                                                            • Figure 53: Brand of tablet owned, by parental status, January 2012
                                                                                                          • Where and how tablets are used by Moms and Dads
                                                                                                              • Figure 54: Locations/excursions where tablets are typically used, by parental status, January 2012
                                                                                                              • Figure 55: Top five activities that owners do with their tablets, by parental status, January 2012
                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                            • Brand owned
                                                                                                              • Figure 56: Brand of tablet owned, by gender, January 2012
                                                                                                              • Figure 57: Brand of tablet owned, by brand of tablet owned, January 2012
                                                                                                              • Figure 58: Brand of tablet owned, by ownership of laptops, January 2012
                                                                                                            • Ownership and intent to purchase
                                                                                                              • Figure 59: Ownership and Intent to buy tablet for self or someone else, by age, January 2012
                                                                                                              • Figure 60: Ownership and Intent to buy tablet for self or someone else, by ownership and intent to buy tablet, January 2012
                                                                                                              • Figure 61: Tablet gifting, by age, January 2012
                                                                                                              • Figure 62: Tablet gifting, by race/Hispanic origin, January 2012
                                                                                                              • Figure 63: Tablet gifting by parental status and presence of children in household, January 2012
                                                                                                            • Technology hardware ownership
                                                                                                              • Figure 64: Ownership of smartphones, eReaders, and laptops among eReader owners, January 2012
                                                                                                              • Figure 65: Ownership of smartphones, eReaders, and laptops, by type of phone owned, January 2012
                                                                                                            • Spend
                                                                                                              • Figure 66: Spend on personal tablet purchase, by household income, January 2012
                                                                                                              • Figure 67: Spend on planned tablet purchase, iPad buyers vs. all buyers, January 2012
                                                                                                              • Figure 68: Spend on personal tablet purchase, by gender, January 2012
                                                                                                              • Figure 69: Spend on personal tablet purchase, by age, January 2012
                                                                                                            • Satisfaction
                                                                                                              • Figure 70: Satisfaction with tablet, by household income, January 2012
                                                                                                            • Expected brand in upcoming purchase
                                                                                                              • Figure 71: Brand of tablet intend to buy, by gender, January 2012
                                                                                                              • Figure 72: Brand of tablet intend to buy, by household income, January 2012
                                                                                                              • Figure 73: Brand of tablet intend to buy, by parental status and presence of children, January 2012
                                                                                                            • How internet is accessed on tablet
                                                                                                              • Figure 74: How internet is accessed on tablet, by household income, January 2012
                                                                                                              • Figure 75: How internet is accessed on tablet, by parental status and presence of children in household, January 2012
                                                                                                              • Figure 76: How internet is accessed on tablet, by parental status and presence of children in household, January 2012
                                                                                                            • Where tablets are used
                                                                                                              • Figure 77: Where tablets are typically used, by how internet is accessed on tablet, January 2012
                                                                                                          • Appendix—Trade Associations

                                                                                                            Companies Covered

                                                                                                            • Amazon.com Inc
                                                                                                            • Apple, Inc
                                                                                                            • Barnes & Noble, Inc
                                                                                                            • Consumer Electronics Association
                                                                                                            • Google, Inc.
                                                                                                            • Microsoft Corporation
                                                                                                            • Motorola Mobility Holdings
                                                                                                            • Research In Motion (USA)
                                                                                                            • Samsung Electronics (USA)
                                                                                                            • Toshiba Corporation (USA)

                                                                                                            Tablets - US - April 2012

                                                                                                            US $3,995.00 (Excl.Tax)