Tablets - US - July 2013
“Tablets are seen as having cannibalized sales of PCs and e-readers. While this is certainly true of the e-readers, looking forward, the dinner and the diner may be flipped—advances in smartphones and laptop offerings may result in a cannibalization of tablet sales.”
—Billy Hulkower, Senior Technology Analyst
Some issues addressed in this report include:
- The connectivity problem
- Phablets have built-in cellular, 7” tablets do not
- The convertible problem
In just three years on the market, tablet penetration has reached 30% of internet users, with 44% of owners already owning multiple tablets. The central driver for the market is gift purchasing—half of all adult tablet owners received their tablet as a gift. Heading into the 2013 holiday season, competition in the tablet market has heated up substantially compared to what was available during the 2012 holiday season. Microsoft launched the Surface in October 2012 and the Surface Pro in February 2013, and Amazon launched the Fire HD tablets in September 2012, making the Fire more competitive with the larger tablets available from Samsung, Google, and Apple. Due to the increasing number of entries in the tablet market, Mintel sees the 2013 holiday season as a “make it or break it” moment for tablet brands.
This report provides guidance for marketers heading into the 2013 holiday gifting season. Subjects explored include current ownership, intent to purchase as gifts, intent to purchase for self, intended spend on upcoming purchases, the size of premium that prospective buyers are willing to pay for add-on features, and which models and brands prospective buyers are considering for their upcoming purchase. The report also reviews television and online ads from leading tablet brands, providing direction for future ad content.
For the purposes of this report, tablets consist of a color portable computer with a touchscreen that cannot be marketed as a smartphone because it lacks a direct calling feature through a cellular provider. In its coverage of social networks for this report, only adult usage of social networks is considered; usage by teens and kids is not included.
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