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Tablets - US - November 2014

“The tablet has already succeeded in becoming one of the most commonly owned pieces of consumer electronics. As the category continues to mature, manufacturers will need to focus on encouraging upgrades, holding on to price points, or making a clear case for multiple tablet ownership.”
– Billy Hulkower, Senior Technology Analyst

Some questions answered in this report include:

  • Can the purchase cycle for tablets be similar to phones?
  • Where’s the final penetration likely to lie and when will we hit it?
  • Is the future in hybrids
  • Can tablets avoid commoditization?

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Table of contents

  1. Scope and Themes

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

                      • The Market
                        • Continued rise in sales, but in single digits
                          • Figure 1: Fan chart and forecast of US retail sales of tablets, 2010-19
                        • Apple’s share of ownership three times that of any competitor
                          • Figure 2: Brand ownership, November 2013-April 2014
                        • The consumer
                          • One in three tablet owners have multiple tablets
                            • Figure 3: Tablet and multiple tablet ownership, by age, September 2014
                          • Income central to ownership and multiple ownership
                            • Figure 4: Tablet and multiple tablet ownership, by household income, September 2014
                          • Intent to purchase feverish among young men
                            • Figure 5: Intent to purchase a tablet, by gender and age, September 2014
                          • Gifts powerful driver, but most sales for personal use
                            • Figure 6: Gifting and receiving tablets, by age, September 2014
                          • What we think
                          • Issues and Insights

                              • Can the purchase cycle for tablets be similar to phones?
                                • The issues
                                  • The insights
                                    • Where’s the final penetration likely to lie and when will we hit it?
                                      • The issues
                                        • The insights
                                          • Is the future in hybrids?
                                            • The issues
                                              • The insights
                                                • Can tablets avoid commoditization?
                                                  • The issues
                                                    • The insights
                                                    • Trend Application

                                                        • Trend: Minimize Me
                                                          • Trend: The Suite Life
                                                            • Mintel Futures: Generation Next
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Single-digit growth 2013-19
                                                                  • Figure 7: Total US retail sales and forecast of tablets, at current prices, 2010-19
                                                                  • Figure 8: Total US retail sales and forecast of tablets, at inflation-adjusted prices, 2010-19
                                                                • Units to cross 100 million in 2019
                                                                  • Figure 9: Total US unit sales and average price of tablets, 2010-19
                                                                • Fan chart forecast
                                                                    • Figure 10: Fan chart and forecast of US retail sales of tablets, 2010-19
                                                                • Competitive Context

                                                                  • Technophiles keep buying across categories
                                                                      • Figure 11: Personal ownership of mobile electronics, by ownership groups, September 2014
                                                                      • Figure 12: Multiple tablet ownership, by ownership groups, September 2014
                                                                      • Figure 13: Personal ownership of mobile electronics, by access to another tablet in the home, September 2014
                                                                      • Figure 14: Intent to purchase, by ownership groups, September 2014
                                                                      • Figure 15: Intent to purchase, among respondents from household that owns a tablet, September 2014
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • The gift market
                                                                        • Figure 16: Gifting and receiving tablets, by gender, September 2014
                                                                        • Figure 17: Gifting and receiving tablets, by age, September 2014
                                                                      • Teen ownership
                                                                        • Figure 18: Teen tablet ownership, April 2011-June 2014
                                                                        • Figure 19: Teen brand ownership, by age, April 2013-June 2014
                                                                      • Older men missing out on tablet gifts
                                                                        • Figure 20: Gifting and receiving tablets, by gender and age, September 2014
                                                                      • Newer specs driving upgrades
                                                                        • Figure 21: Reasons for purchasing a new tablet among current owners, September 2014
                                                                      • Bigger screens, cellular drive spend…for now
                                                                        • Figure 22: Spending on tablets, by screen size and connectivity, September 2014
                                                                      • Role of the web
                                                                        • Figure 23: Attitudes toward internet usage, April 2010-June 2014
                                                                    • Leading Companies

                                                                        • Key points
                                                                          • iPad still dominates
                                                                            • Amazon Fire and Galaxy line vie for second
                                                                                • Figure 24: Brand ownership, October 2011-April 2014
                                                                              • Apple dominates with higher-income users
                                                                                • Figure 25: Brand ownership, by household income, May 2013-April 2014
                                                                            • Brand Strategies and Innovations

                                                                              • Overview
                                                                                • Figure 26: Comparison of currently available tablet models, selected brands, October 2014
                                                                              • Apple iPad
                                                                                • Recent marketing
                                                                                  • Figure 27: Apple iPad Air 2 television ad, October, 2014
                                                                                  • Figure 28: Apple iPad Air 2 television ad, May 2014
                                                                                • Recent innovations
                                                                                  • Samsung Galaxy
                                                                                    • Recent marketing
                                                                                      • Figure 29: Samsung Galaxy Pro series television ad, March 2014
                                                                                    • Recent innovations
                                                                                      • Amazon Fire
                                                                                        • Recent marketing
                                                                                          • Figure 30: Kindle Fire HDX television ad, November 2013
                                                                                          • Figure 31: Kindle Fire HDX Mayday button television ad, December 2013
                                                                                        • Recent innovations
                                                                                          • Barnes & Noble Nook Tablet
                                                                                            • Recent marketing
                                                                                              • Figure 32: Samsung Galaxy Tab 4 Nook television ad, August 2013
                                                                                            • Recent innovations
                                                                                              • Microsoft Surface
                                                                                                • Recent marketing
                                                                                                  • Figure 33: Microsoft Surface Pro 3 television ad, August 2014
                                                                                                • Recent innovations
                                                                                                • Social Media

                                                                                                    • Key points
                                                                                                      • Social media overview
                                                                                                        • Key metrics
                                                                                                          • Figure 34: Key performance indicators, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
                                                                                                        • Brand usage and awareness
                                                                                                          • Figure 35: Brand usage and awareness of tablet brands, September 2014
                                                                                                        • Interaction with brands
                                                                                                          • Figure 36: Interaction with tablet brands, September 2014
                                                                                                        • Leading online campaigns
                                                                                                          • Sports integration
                                                                                                            • Creative storytelling
                                                                                                              • Boosting engagement through hashtag contests
                                                                                                                • Celebrity partnerships
                                                                                                                  • What we think
                                                                                                                    • Online conversations
                                                                                                                      • Figure 37: Online mentions, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
                                                                                                                    • Where are people talking about tablet brands online?
                                                                                                                      • Figure 38: Mentions by page type, selected tablet brands, Oct. 13, 2013-Oct. 19, 2014
                                                                                                                    • What are people talking about online?
                                                                                                                    • Ownership

                                                                                                                      • Key points
                                                                                                                        • Half of online adults own a tablet
                                                                                                                            • Figure 39: Personal ownership of mobile electronics, by age, September 2014
                                                                                                                          • Ownership still skews young, high income
                                                                                                                            • Two thirds of online households own a tablet
                                                                                                                              • Figure 40: Household ownership of tablets, by age, September 2014
                                                                                                                              • Figure 41: Household ownership of tablets, by household income, September 2014
                                                                                                                            • One in three owners have multiple tablets
                                                                                                                              • Figure 42: Multiple tablet ownership, by age, September 2014
                                                                                                                              • Figure 43: Multiple tablet ownership, by household income, September 2014
                                                                                                                              • Figure 44: Multiple tablet ownership, by gender and age, September 2014
                                                                                                                            • 25-44s at heart of high end
                                                                                                                              • Figure 45: Spending on tablets, by age, September 2014
                                                                                                                            • Higher-income groups opt for larger screens
                                                                                                                              • Figure 46: Spending on tablets, by household income, September 2014
                                                                                                                              • Figure 47: Screen size owned, by household income, September 2014
                                                                                                                          • Intent to Purchase

                                                                                                                            • Key points
                                                                                                                              • ’tis the season for buying tablets
                                                                                                                                • Figure 48: Intent to purchase, September 2014
                                                                                                                              • Core demos still favorable
                                                                                                                                • Figure 49: Intent to purchase, by gender, September 2014
                                                                                                                                • Figure 50: Intent to purchase, by age, September 2014
                                                                                                                                • Figure 51: Intent to purchase, by gender and age, September 2014
                                                                                                                                • Figure 52: Intent to purchase, by household income, September 2014
                                                                                                                              • Aiming for long-term relationships with serial gifters
                                                                                                                                • Figure 53: Intent to purchase, by gifting groups, September 2014
                                                                                                                              • Encouraging loyalty among gift buyers
                                                                                                                                • Figure 54: Intent to purchase, by plans to buy groups, September 2014
                                                                                                                              • Reduced sizes, reduced interest
                                                                                                                                • Figure 55: Size and features for planned purchase, September 2014
                                                                                                                                • Figure 56: Size and features for planned purchase, by current screen size and connectivity, September 2014
                                                                                                                                • Figure 57: Size and features for planned purchase, by gender and age, September 2014
                                                                                                                            • Product Selection

                                                                                                                              • Key points
                                                                                                                                • Buyers open to multiple familiar products
                                                                                                                                  • Figure 58: Product selection, by household income, September 2014
                                                                                                                                • Aficionados want to get the feel of things
                                                                                                                                  • Figure 59: Product selection, by ownership groups, September 2014
                                                                                                                                • OS not all that
                                                                                                                                  • Figure 60: Product selection, by price paid, September 2014
                                                                                                                                • Factors in selection
                                                                                                                                  • Price rules
                                                                                                                                    • Figure 61: Top three factors in tablet selection, September 2014
                                                                                                                                  • Young men, women show differences in priorities
                                                                                                                                    • Figure 62: Top three factors in tablet selection, by gender and age, September 2014
                                                                                                                                  • Different strokes for higher-income folks
                                                                                                                                    • Figure 63: Top three factors in tablet selection, by household income, September 2014
                                                                                                                                  • Productivity not top of mind
                                                                                                                                    • Figure 64: Usage for productivity, by age, September 2014
                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                  • Key points
                                                                                                                                    • Data
                                                                                                                                      • Figure 65: Personal ownership of mobile electronics, by race/ethnicity, September 2014
                                                                                                                                      • Figure 66: Multiple tablet ownership, by race/ethnicity, September 2014
                                                                                                                                      • Figure 67: Intent to purchase, by race/ethnicity, September 2014
                                                                                                                                      • Figure 68: Brand ownership, by race and Hispanic origin, November 2013-April 2014
                                                                                                                                      • Figure 69: Screen size owned, by race/ethnicity, September 2014
                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                    • Market drivers tables
                                                                                                                                      • The gift market
                                                                                                                                        • Figure 70: Gifting and receiving tablets, by household income, September 2014
                                                                                                                                      • Reasons for upgrading
                                                                                                                                        • Figure 71: Reasons for purchasing a new tablet among current owners, by gender, September 2014
                                                                                                                                        • Figure 72: Reasons for purchasing a new tablet among current owners, by age, September 2014
                                                                                                                                        • Figure 73: Reasons for purchasing a new tablet among current owners, by household income, September 2014
                                                                                                                                      • Leading companies tables
                                                                                                                                        • Figure 74: Brand ownership, by gender, May 2013-April 2014
                                                                                                                                        • Figure 75: Brand ownership, by age, May 2013-April 2014
                                                                                                                                        • Figure 76: Teen brand ownership, April 2011-June 2014
                                                                                                                                      • Ownership tables
                                                                                                                                        • Figure 77: Multiple tablet ownership, by gender, September 2014
                                                                                                                                        • Figure 78: Screen size owned, by price paid, September 2014
                                                                                                                                        • Figure 79: Screen size owned, by gender, September 2014
                                                                                                                                        • Figure 80: Screen size owned, by age, September 2014
                                                                                                                                      • Intent to purchase tables
                                                                                                                                        • Figure 81: Size and features for planned purchase, by age, September 2014
                                                                                                                                        • Figure 82: Size and features for planned purchase, by household income, September 2014
                                                                                                                                      • Product selection
                                                                                                                                        • Figure 83: Product selection, by gender, September 2014
                                                                                                                                        • Figure 84: Product selection, by age, September 2014
                                                                                                                                        • Figure 85: Top three factors in tablet selection, by age, September 2014
                                                                                                                                        • Figure 86: Top three factors in tablet selection, by price paid, September 2014
                                                                                                                                        • Figure 87: Usage for productivity, by price paid, September 2014
                                                                                                                                    • Appendix – Trade Association

                                                                                                                                      Companies Covered

                                                                                                                                      • Amazon.com Inc
                                                                                                                                      • Apple, Inc
                                                                                                                                      • ASUSTek Computer Inc
                                                                                                                                      • Barnes & Noble, Inc
                                                                                                                                      • Consumer Electronics Association
                                                                                                                                      • Dell Inc.
                                                                                                                                      • HTC
                                                                                                                                      • Lenovo Group Limited
                                                                                                                                      • Microsoft USA
                                                                                                                                      • Motorola Mobility Holdings
                                                                                                                                      • Samsung Electronics (USA)
                                                                                                                                      • Sony Corporation
                                                                                                                                      • Toshiba Corporation (USA)

                                                                                                                                      Tablets - US - November 2014

                                                                                                                                      US $3,995.00 (Excl.Tax)