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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.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Sales to peak in 2014
                            • Figure 1: U.S. Tablet sales, 2010-13
                          • iPad carries half of current ownership
                            • Figure 2: Brand of tablet owned, April 2013
                          • Galaxy and Nexus to garner share
                            • Figure 3: Brands under consideration for purchase, April 2013
                          • Surge of the small tablet
                            • The consumer
                              • Gifts account for half of ownership
                                • Discretionary purchase favored by high-income, young
                                  • Figure 4: Tablet ownership, by household income, April 2013
                                • Younger buyers spend more
                                  • Figure 5: Tablet ownership, by age, April 2013
                                • One in five 18-54 year olds planning a purchase
                                  • Figure 6: Intent to purchase a tablet in 2013, by age, April 2013
                                • What we think
                                • Issues and Insights

                                    • The connectivity problem
                                      • The issues
                                        • The implications
                                          • Phablets have built-in cellular, 7” tablets do not
                                            • The issues
                                              • The implications
                                                • The convertible problem
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Experience is All
                                                            • Figure 7: Factors in product selection, by age, April 2013
                                                          • Trend: Access All Areas
                                                              • Figure 8: Willingness to pay more for premium features, April 2013
                                                            • Mintel Futures: Old Gold
                                                                • Figure 9: Gifting and receiving tablets, by age, April 2013
                                                            • Market Size

                                                              • Growth grinding to a halt
                                                                • Figure 10: U.S. Tablet sales, 2010-13
                                                              • Unit sales approaching upper limits
                                                                • Figure 11: U.S. Tablet unit sales and average price, 2010-13
                                                            • Competitive Context

                                                              • Key points
                                                                • Competition between mobile products more perception than fact
                                                                  • Figure 12: Ownership of phones, e-readers, tablets, and laptops, by age, April 2013
                                                                  • Figure 13: Ownership of phones, e-readers, and laptops, by household income, April 2013
                                                                  • Figure 14: Intent to purchase a tablet in 2013, by smartphone and laptop ownership, April 2013
                                                              • Leading Companies

                                                                • Key points
                                                                  • Smaller size and lower-cost options expand
                                                                    • Smaller tablets present opportunity for mobile data partnerships
                                                                      • Competition heats up among value-priced tablets
                                                                        • Figure 15: Tablet model release dates, pricing, and key features, June 2013
                                                                      • Android challenging iOS for dominance
                                                                        • Figure 16: Brand and model of tablets owned, April 2013
                                                                      • Apple leads across age groups, but especially with 18-24 year olds
                                                                        • Figure 17: Brand and model of tablets owned, by age, April 2013
                                                                      • Multiple tablet owners trending toward Samsung
                                                                        • Figure 18: Brand and model of most recently purchased tablet among multiple tablet owners, by age, April 2013
                                                                    • Innovations and Innovators

                                                                      • Key points
                                                                        • Hybrid tablets/convertible laptops between a rock and a hard place
                                                                          • Figure 19: Lenovo IdeaPad Yoga 13
                                                                          • Figure 20: Acer Iconia W3 8” tablet with snapped on keyboard
                                                                        • Glasses-free 3D
                                                                          • Kindle pushes content for kids and adults
                                                                          • Marketing Strategies

                                                                              • Apple
                                                                                • Figure 21: Apple iPad television ad, “Christmas Song,” 2012
                                                                              • Google
                                                                                • Figure 22: Google Nexus television ad, “Off to Space,” 2012
                                                                                • Figure 23: Google Nexus half page banner ad, 2012
                                                                              • Samsung
                                                                                • Figure 24: Samsung Galaxy television ad, “The Naughty List,” 2012
                                                                                • Figure 25: Samsung Galaxy half page banner ad, 2012
                                                                                • Figure 26: Verizon acquisition email, 2012
                                                                                • Figure 27: Verizon acquisition email, 2013
                                                                                • Figure 28: AT&T acquisition email, 2013
                                                                              • Amazon
                                                                                • Figure 29: Amazon Kindle television ad, “Time Limit,” 2013
                                                                                • Figure 30: Amazon Kindle online ad, 2012
                                                                              • Barnes & Noble
                                                                                • Figure 31: Barnes & Noble Nook television ad, “Family Sharing,” 2012
                                                                              • Microsoft
                                                                                • Figure 32: Microsoft Surface television ad, “On The Surface,” 2012
                                                                            • Social Media—Tablets

                                                                              • Key points
                                                                                • Key social media metrics
                                                                                  • Figure 33: Key brand metrics, tablet brands, June 2013
                                                                                • Market overview
                                                                                  • Brand usage and awareness
                                                                                    • Figure 34: Usage and awareness of selected tablet brands, April 2013
                                                                                  • Interaction with brands
                                                                                    • Figure 35: Interaction with selected tablet brands, April 2013
                                                                                  • Online conversations
                                                                                    • Figure 36: Online mentions, selected tablet brands, percentage of daily mentions, by day, May 28, 2013-June 27, 2013
                                                                                  • Where are people talking about tablet brands?
                                                                                    • Figure 37: Mentions by page type, selected tablet brands, percentage of daily mentions, May 28, 2013-June 27, 2013
                                                                                  • What are people talking about?
                                                                                    • Figure 38: Mentions by type of conversation, selected tablet brands, May 28, 2013-June 27, 2013
                                                                                    • Figure 39: Major areas of discussion surrounding tablet brands, by day, May 28, 2013-June 27, 2013
                                                                                    • Figure 40: Major areas of discussion surrounding tablet brands, by page type, May 28, 2013-June 27, 2013
                                                                                  • Brand analysis
                                                                                    • iPad
                                                                                      • Key online campaigns
                                                                                        • What we think
                                                                                          • Samsung Galaxy Tab
                                                                                            • Figure 41: Samsung Galaxy Tab key social media indicators, June 2013
                                                                                          • Key online campaigns
                                                                                            • What we think
                                                                                              • Nook by Barnes & Noble
                                                                                                • Figure 42: Nook, by Barnes & Noble key social media indicators, June 2013
                                                                                              • Key online campaigns
                                                                                                • What we think
                                                                                                  • Kindle Fire
                                                                                                    • Figure 43: Kindle Fire key social media indicators, June 2013
                                                                                                  • Key online campaigns
                                                                                                    • What we think
                                                                                                      • Google Nexus
                                                                                                        • Figure 44: Google Nexus key social media indicators, June 2013
                                                                                                      • Key online campaigns
                                                                                                        • What we think
                                                                                                          • Microsoft Surface
                                                                                                            • Figure 45: Surface key social media indicators, June 2013
                                                                                                          • Key online campaigns
                                                                                                            • What we think
                                                                                                            • Ownership and Purchase Price

                                                                                                              • Key points
                                                                                                                • Age and income primary drivers for ownership
                                                                                                                  • Figure 46: Tablet household and personal ownership and date of acquisition, by age, April 2013
                                                                                                                  • Figure 47: Tablet household and personal ownership and date of acquisition, by household income, April 2013
                                                                                                                • Younger buyers spend more
                                                                                                                  • Figure 48: Spend on tablet purchased for self, by age, April 2013
                                                                                                                  • Figure 49: Spend on tablet purchased for self, by household income, April 2013
                                                                                                              • Product and Feature Selection

                                                                                                                • Key points
                                                                                                                  • Size selection driven by household income
                                                                                                                    • Figure 50: Size of tablet owned, by household income, April 2013
                                                                                                                    • Figure 51: Willingness to pay premium of $41+ for selected features, by household income, April 2013
                                                                                                                  • Buyers side-step step-up features
                                                                                                                    • Figure 52: Purchase of premium features, by gender, April 2013
                                                                                                                    • Figure 53: Purchase of premium features, by age, April 2013
                                                                                                                  • OS central, price less of a concern
                                                                                                                    • Figure 54: Factors in product selection, by age, April 2013
                                                                                                                  • Current buyers determine future brand equity
                                                                                                                    • Figure 55: Recommendation of tablet owned to others, age, April 2013
                                                                                                                  • Recent buyers favor cellular, less concerned with OS
                                                                                                                    • Figure 56: Cellular connectivity selection and attitudes to OS vs. price, by date of acquisition, April 2013
                                                                                                                • Gifting

                                                                                                                  • Key points
                                                                                                                    • Half of ownership propelled by gifts
                                                                                                                      • Figure 57: Gifting and receiving tablets, by age, April 2013
                                                                                                                    • Getting gifts to lower-income adults
                                                                                                                      • Figure 58: Gifting and receiving tablets, by household income, April 2013
                                                                                                                    • Current gift givers expect to spend more than previous gift givers
                                                                                                                      • Figure 59: Expected and historic spend on tablets purchased as gifts, April 2013
                                                                                                                  • The Prospective Buyer

                                                                                                                    • Key points
                                                                                                                      • One in five 18-54 year olds planning a purchase
                                                                                                                        • Figure 60: Intent to purchase tablets, by age, April 2013
                                                                                                                      • Current owners back on market for another tablet
                                                                                                                        • Figure 61: Intent to purchase among current owners by date of acquisition, April 2013
                                                                                                                      • Top spenders more likely to be 18-34 year olds
                                                                                                                        • Figure 62: Expected spend on intended tablet purchase for self, by age, April 2013
                                                                                                                        • Figure 63: Expected spend on intended tablet purchase for self, by household income, April 2013
                                                                                                                        • Figure 64: Expected spend on intended tablet purchase for self, by gender, April 2013
                                                                                                                      • Surge of the small tablet
                                                                                                                        • Figure 65: Size of tablet under consideration for purchase, April 2013
                                                                                                                      • Young adults like their tablets large
                                                                                                                        • Figure 66: Size of tablet under consideration for purchase for self, by age, April 2013
                                                                                                                      • Premiums for step-up features out-of-synch
                                                                                                                        • Figure 67: Willingness to pay more for premium features, April 2013
                                                                                                                      • Men more willing to step it up
                                                                                                                        • Figure 68: Willingness to pay more for premium features, by gender, April 2013
                                                                                                                      • Younger buyers see more value in premium features
                                                                                                                        • Figure 69: Willingness to pay more for premium features, by age, April 2013
                                                                                                                    • Brand/Model Under Consideration for Purchase

                                                                                                                      • Key points
                                                                                                                        • iPad and Nook to lose share
                                                                                                                            • Figure 70: Brands and models under consideration for purchase, April 2013
                                                                                                                          • Google and Apple carry cache among 18-34 year olds
                                                                                                                            • Figure 71: Brands and models under consideration for purchase for self, by age, April 2013
                                                                                                                          • The smartphone halo: Samsung, Apple preferred by higher-income groups
                                                                                                                            • Figure 72: Brands and models under consideration for purchase for self, by household income, April 2013
                                                                                                                        • Custom Consumer

                                                                                                                          • Key points
                                                                                                                            • Young men like gifting, women more likely to be receiving
                                                                                                                                • Figure 73: Gifting and receiving tablets, by gender and age, April 2013
                                                                                                                              • One in three Dads planning a purchase
                                                                                                                                • Figure 74: Intent to purchase a tablet in 2013, by parental status, April 2013
                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Asians, Hispanics lead in ownership
                                                                                                                                  • Figure 75: Tablet ownership and date of acquisition, by race and Hispanic origin, April 2013
                                                                                                                                  • Figure 76: Intent to purchase a tablet in 2013, by race/Hispanic origin, April 2013
                                                                                                                                  • Figure 77: Gifting and receiving tablets, by race/Hispanic origin, April 2013
                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                • Gender
                                                                                                                                  • Figure 78: Intent to purchase tablets, by gender, April 2013
                                                                                                                                • Gender and age
                                                                                                                                  • Figure 79: Intent to purchase tablets, by gender and age, April 2013
                                                                                                                                • Age
                                                                                                                                  • Figure 80: Interest in premium features, by age, April 2013
                                                                                                                                • Household income
                                                                                                                                  • Figure 81: Intent to purchase a tablet in 2013, by household income, April 2013
                                                                                                                                  • Figure 82: Brands and models owned, by household income, April 2013
                                                                                                                                  • Figure 83: Brand and model of most recently purchased tablet among multiple tablet owners, by household income, April 2013
                                                                                                                                  • Figure 84: Purchase of premium features, by household income, April 2013
                                                                                                                                • Race and Hispanic origin
                                                                                                                                  • Figure 85: Ownership of phones, e-readers, and laptops, by race/Hispanic origin, April 2013
                                                                                                                                  • Figure 86: Purchase of premium features, by race, April 2013
                                                                                                                                  • Figure 87: Recommendation of current tablet owned, by race, April 2013
                                                                                                                                • Cross-tabs by ownership and date of acquisition
                                                                                                                                  • Figure 88: Cross-tabulations of tablets under consideration for purchase, April 2013
                                                                                                                                  • Figure 89: Spend on most recently purchased tablet, by date of acquisition, April 2013
                                                                                                                                  • Figure 90: Product and feature selection, by date of acquisition, April 2013
                                                                                                                                  • Figure 91: Recommendation of tablet owned to others, by date of acquisition, April 2013
                                                                                                                              • Appendix: Social Media

                                                                                                                                • Usage and awareness
                                                                                                                                  • Figure 92: Brand usage or awareness, April 2013
                                                                                                                                  • Figure 93: iPad usage or awareness, by demographics, April 2013
                                                                                                                                  • Figure 94: Kindle fire usage or awareness, by demographics, April 2013
                                                                                                                                  • Figure 95: Nook by Barnes & noble usage or awareness, by demographics, April 2013
                                                                                                                                  • Figure 96: Samsung galaxy tab usage or awareness, by demographics, April 2013
                                                                                                                                  • Figure 97: Google nexus usage or awareness, by demographics, April 2013
                                                                                                                                  • Figure 98: Microsoft surface usage or awareness, by demographics, April 2013
                                                                                                                                • Interaction with brands
                                                                                                                                  • Figure 99: Activities done, April 2013
                                                                                                                                  • Figure 100: Activities done—iPad, by demographics, April 2013
                                                                                                                                  • Figure 101: Activities done—iPad, by demographics, April 2013
                                                                                                                                  • Figure 102: Activities done—Kindle fire, by demographics, April 2013
                                                                                                                                  • Figure 103: Activities done—Nook by Barnes & noble, by demographics, April 2013
                                                                                                                                • Online conversations
                                                                                                                                  • Figure 104: Percentage of consumer conversation by selected tablet brands, May 28, 2013-June 27, 2013
                                                                                                                                  • Figure 105: Online mentions, selected tablet brands, by day, May 28, 2013-June 27, 2013
                                                                                                                                  • Figure 106: Mentions by page type, selected tablet brands, percentage of daily mentions, May 28, 2013-June 27, 2013
                                                                                                                                  • Figure 107: Mentions by type of conversation, selected tablet brands, May 28, 2013-June 27, 2013
                                                                                                                                  • Figure 108: Major areas of discussion surrounding tablet brands, by day, May 28, 2013-June 27, 2013
                                                                                                                                  • Figure 109: Major areas of discussion surrounding tablet brands, by page type, May 28, 2013-June 27, 2013
                                                                                                                              • Appendix: Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                • Amazon North America
                                                                                                                                • Amazon.com Inc
                                                                                                                                • Apple, Inc
                                                                                                                                • ASUSTek Computer Inc
                                                                                                                                • AT&T Inc.
                                                                                                                                • Barnes & Noble, Inc
                                                                                                                                • Consumer Electronics Association
                                                                                                                                • Google, Inc.
                                                                                                                                • Lenovo Group Limited
                                                                                                                                • Motorola Mobility Holdings
                                                                                                                                • Research In Motion (USA)
                                                                                                                                • Samsung Electronics (USA)
                                                                                                                                • T-Mobile USA
                                                                                                                                • Verizon Communications Inc.

                                                                                                                                Tablets - US - July 2013

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