“Tablets have proven to be more popular devices when it comes to watching videos or reading news online – suggesting that manufacturers could benefit from partnering with content providers in these industries to offer consumers discounted hardware when they sign up for a new media subscription (eg to Netflix, The Globe and Mail).”
– Andrew Zmijak, Research Analyst, Consumer Behaviour
This report discusses the following key topics:
- Larger display smartphones (phablets) pose threat to tablet sales
- Retaining the appeal of television viewing
- Reassuring consumers about mobile security is a concern
- Increasing engagement by integrating tech and social networking
The rapid growth of the tablet market over the past five years seems to be beginning to slow as brands like Apple and Samsung continue to launch smartphones with larger displays. While there is an increased pressure on tablet manufacturers, it does not mean that consumers will necessarily start to replace tablets with other devices, like the new iPhone 6 Plus. Though smaller, 7-8-inch tablets may be at risk of being replaced in the future, larger tablets could be reinvented in order to drive upgrades and more first-time purchases.
Ensuring that consumers understand that the larger smartphones and existing tablets have distinct roles will help quell the notion of replacing one with the other. As such, the forecasted rise of 5-6-inch smartphones need not replace the more typical 10-inch tablet, as consumers will continue to use different devices according to their online activities.
Meanwhile, the launch of the music streaming website, Spotify, in summer 2014 looks set to initiate a notable shift in how Canadians listen to music online. While there were already a number of music-streaming websites in Canada prior to summer 2014, they cannot compete with the global reach and music library of Spotify. There appears to be a potentially receptive audience in Canada for this type of service, something which may see more Canadians shift away from spending time online on sites such as YouTube.