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Tablets - US - November 2015

"Tablet penetration has grown to include more than half of all online adults. Competition for first-time buyers and those seeking an upgrade is heating up, via movement both towards the high-end of the market and the low-end. Both launches come ahead of the winter holiday season, with gifting a central driver for sales."
- Billy Hulkower, Senior Technology Analyst

This report discusses the following key topics:

  • Digital activities transitioned to smartphones, not tablets
  • Two-thirds of owners acquired tablet in past two years
  • Apple’s titanic role

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Digital activities transitioned to smartphones, not tablets
            • Figure 1: Ownership of phones, tablets, and computers, August 2015
          • Two-thirds of owners acquired tablet in past two years
            • Figure 2: Year of most recent tablet acquisition, August 2015
          • Apple’s titanic role
            • Figure 3: Brand ownership, November 2012-June 2015
          • The opportunities
            • Bigger is better
              • Figure 4: Screen size of most recently acquired tablet, by year of acquisition, August 2015
            • Hybrids for high-income households
              • Figure 5: Ownership of phones, tablets, and computers, by household income, August 2015
            • The gift market
              • Figure 6: Demographics most likely to be planning a gift purchase, August 2015
            • What it means
            • The Market – What You Need to Know

              • Sales see first decline in 2015
                • Phablet ownership cuts two ways
                  • Larger sizes gaining
                    • Streaming steaming
                      • Gifts ahoy
                      • Market Size

                        • Tales of woe overblown in US
                            • Figure 7: Total US sales of tablets, at current prices, 2010-15
                        • Market Breakdown

                          • Large screens gaining share
                            • Figure 8: Screen size of most recently acquired tablet, by year of acquisition, August 2015
                        • Market Perspective

                          • Price points challenging to maintain
                            • Figure 9: Amount spent on most recently acquired tablet, August 2015
                          • Phablet popularity promotes interest in larger tablets
                              • Figure 10: Ownership of phones, tablets, and computers, August 2015
                            • Competing for gift dollars with other tech categories
                              • Figure 11: Intent to gift a tablet, by gender and age, August 2015
                            • One in eight owners received tablet as gift
                              • Figure 12: Gifting and receiving tablets, by gender and age, August 2015
                          • Market Factors

                            • Households with children
                              • Figure 13: Number of US households by children, 2003-13
                            • Streaming entertainment
                              • Figure 14: Use of tablets for entertainment, August 2015
                            • Movie viewing shifts from physical to digital
                              • Figure 15: Home video sales, by segment, 2013-15
                            • Rising interest in streaming music
                              • Figure 16: Hours spent listening to music, radio vs streaming services vs personal library, June 2015
                            • Improved graphic rendering and gaming accessories potential boost for sales
                            • Key Players – What You Need to Know

                              • Apple regains losses
                                • Amazon presses low-end
                                  • Leading brands go pro
                                    • Great products, limited impact
                                    • What’s Working?

                                      • iOS ecosystem drives iPad
                                        • Amazon invites all aboard
                                          • Samsung retains halo, growth in ownership
                                            • Figure 17: Brand ownership, November 2012-June 2015
                                        • What’s Struggling?

                                          • Dell, Nook, Toshiba see share fall
                                            • NOOK taken out by Amazon
                                              • Branding more decisive than features
                                                • Figure 18: Brand ownership, November 2012-June 2015
                                            • What’s Next?

                                              • Surface gaining steam
                                                • Shift to productivity
                                                  • Figure 19: Use of tablets for productivity and purchase of external keyboards, August 2015
                                              • The Consumer – What You Need to Know

                                                • Two-in-ones next frontier
                                                  • Half of adults planning a purchase
                                                    • Most buyers avoid high and low-end
                                                      • Ads have impact
                                                        • Time to take focus off of weight
                                                        • Ownership of Tablets and Hybrids

                                                          • Role of upgrades among existing owners
                                                            • Drawing return buyers and high-margin accessories
                                                              • Figure 20: Ownership of tablets, phones, and computers, August 2015
                                                            • Targeting previous buyers with two-in-ones
                                                              • Figure 21: Ownership of tablets, hybrids, laptops, and smartphones, by ownership of tablets, hybrids, laptops, and smartphones, August 2015
                                                            • Promoting first-time purchases
                                                              • Culling low-income groups on-the-ground
                                                                  • Figure 22: Ownership of tablets and hybrids, by household income, August 2015
                                                                • Pursuing first-time purchases among 18-24s and 45-54s
                                                                  • Figure 23: Ownership of tablets and hybrids, by age, August 2015
                                                                • Hispanics rival Asians for leadership in ownership
                                                                  • Figure 24: Ownership of tablets and hybrids, by race and Hispanic origin, August 2015
                                                                • Parents attracted to multiple tablet ownership
                                                                    • Figure 25: Attitudes to multiple tablet ownership – CHAID – Tree output, August 2015
                                                                    • Figure 26: Attitudes to multiple tablet ownership – CHAID – Table output, August 2015
                                                                • Intent to Purchase

                                                                  • Half of online adults considering purchase
                                                                    • Figure 27: Intent to purchase tablets, August 2015
                                                                  • Young men well intentioned
                                                                    • Figure 28: Intent to purchase tablets, by gender and age, August 2015
                                                                  • Asians, Hispanics more likely to be planning purchase
                                                                    • Figure 29: Intent to purchase tablets, by race and Hispanic origin, August 2015
                                                                  • High-income parents top candidates for sales
                                                                      • Figure 30: Intent to purchase tablets – CHAID – Tree output, August 2015
                                                                      • Figure 31: Attitudes to multiple tablet ownership – CHAID – Table output, August 2015
                                                                  • Price Paid

                                                                    • Sub-$100 tablets not an historical temptation
                                                                      • Figure 32: Spend on most recently acquired tablet, August 2015
                                                                    • Apple, Microsoft priced out of low-and middle-income groups
                                                                        • Figure 33: Spend on most recently acquired tablet, by household income, August 2015
                                                                      • Black buyers spend less
                                                                        • Figure 34: Spend on most recently acquired tablet, by race and Hispanic origin, August 2015
                                                                      • Married buyers spend more
                                                                        • Figure 35: Spend on most recently acquired tablet, by parental status and by marital status, August 2015
                                                                    • Tablets as Productivity Tools

                                                                      • Nearly half use tablets for productivity
                                                                        • Figure 36: Use of tablets for productivity, by household income, August 2015
                                                                      • Usage for productivity spreading across income groups
                                                                        • Figure 37: Use of tablets for productivity, by household income, August 2015
                                                                      • Hispanics get down to business
                                                                        • Figure 38: Use of tablets for entertainment and productivity, by race and Hispanic origin, August 2015
                                                                      • Broad differences by gender
                                                                        • Figure 39: Use of tablets for productivity, by gender, August 2015
                                                                    • Upgrading

                                                                      • Return buyers get back to basics
                                                                        • Figure 40: Reasons for upgrading to a new tablet, August 2015
                                                                      • Younger upgraders more demanding
                                                                        • Figure 41: Reasons for upgrading to a new tablet, by age, August 2015
                                                                      • Men want it all
                                                                        • Figure 42: Reasons for upgrading to a new tablet, by gender, August 2015
                                                                      • Blacks less concerned with screen size, Hispanics with storage
                                                                        • Figure 43: Reasons for upgrading to a new tablet, by race and Hispanic origin, August 2015
                                                                    • Features Considered

                                                                      • Price most critical, weight least
                                                                        • Figure 44: Features considered in most recent tablet purchase, August 2015
                                                                      • High-income groups weigh manufacturer more heavily
                                                                        • Figure 45: Features considered in most recent tablet purchase, by household income, August 2015
                                                                      • Older ages focus on brand, screen size
                                                                        • Figure 46: Features considered in most recent tablet purchase, by age, August 2015
                                                                      • Hispanics keep an eye on graphics
                                                                        • Figure 47: Features considered in most recent tablet purchase, by race and Hispanic origin, August 2015
                                                                    • Factors Impacting Purchase Decision

                                                                      • Ads impacted majority of buyers
                                                                        • Figure 48: Factors in tablet selection, August 2015
                                                                      • Younger adults more open to the unknown
                                                                        • Figure 49: Factors in tablet selection, by age, August 2015
                                                                      • Men more likely to be swayed by ads
                                                                        • Figure 50: Factors in tablet selection, by gender, August 2015
                                                                      • More Hispanics open to unfamiliar
                                                                        • Figure 51: Factors in tablet selection, by race and Hispanic origin, August 2015
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • CHAID analysis methodology
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – Consumer

                                                                                        • Figure 52: Screen size of most recently acquired tablet, by household income, August 2015
                                                                                        • Figure 53: Intent to gift a tablet, by household income, August 2015
                                                                                        • Figure 54: Intent to gift a tablet, by race and Hispanic origin, August 2015
                                                                                        • Figure 55: Attitudes to multiple tablet ownership – CHAID – Table output, August 2015

                                                                                    Companies Covered

                                                                                    • Amazon.com Inc

                                                                                    Tablets - US - November 2015

                                                                                    £3,277.28 (Excl.Tax)