market research report on tablet pc

Market Research report on Tablet PC

Lancaster University Management School

ECON 407

Word Count : 3000

International Business Marketing Coursework

By : Neha Srivastava

MSc ITMOC

2

Executive Summary

The launch of Apple iPad last year was seen as a major change in the way how media will be

consumed in years to come. To experience the sweet taste of success which Apple recently

witnessed with its Tablet innovation, many brands have announced the launch of some parallel

devices. This paper looks at market of Tablet PC and key attributes considered important by the

consumers of other mobile devices, like smart phones and PC. The crucial question at this stage

for brands is that whether Tablet PC has a market. Tablet PC market is in nebular stages

currently with just a handful of players. And the market is expected to grow with more than 100

new Tablets being launched this year. In order to carve a niche of their own the companies

need to differentiate themselves strategically.

Apple has always been known for innovation and has taken the advantage of being an early

mover into the Tablet PC sector. The competitors have to develop effective product

differentiation strategies before joining the bandwagon. They should try to learn from the

mistakes of early mover and take second mover’s advantage. The Tablet PC market is

considered one of the most quickly growing market in the consumer electronic goods industry

with fastest rate of adoption. Young and affluent population who are addicted to mobility will

be seen as major market for Tablet PC for years to come. The companies must design the

products keeping in mind the key attributes which this segment finds important like access to

multimedia, connectivity, usability, sharing and interconnectivity. This report looks into the

market of connected devices and scope growth of Tablet PC through the analysis of an online

survey.

3

Table of Contents

1. Introduction .......................................................................................................................................... 4

2. Research Design .................................................................................................................................... 5

3. Research analysis and findings ................................................................................................................. 6

3.1 Consumers preference for Technology ............................................................................................... 6

3.2 Customer Segmentation and Profile ................................................................................................. 12

3.3 Attribute, Values and Brand Differentiation ..................................................................................... 13

5. Limitations of the Study .......................................................................................................................... 16

6. Conclusions and Recommendations ....................................................................................................... 17

7. Appendix ................................................................................................................................................. 18

Appendix A: Survey Questions ............................................................................................................... 18

Appendix B. Frequency Distribution Tables ............................................................................................ 24

Appendix C: Demographics and related aspects .................................................................................... 29

8. References .............................................................................................................................................. 32

4

1. Introduction Mobility is the buzz word in consumer electronic goods market these days. The devices

are produced in industry keeping in mind mobility and connectivity aspect as key factors.

Device which promises mobility and enhanced usability to its users seems to become a hit

instantly. According to a reporti on Connected devices published by Nielsen “connected devices

like tablets, eReaders, smart phones are everywhere and are seemingly changing how some

people consume media. Whether it’s watching a video or accessing an app on an iPad on the

train to work, sitting at home reading a book on a kindle or playing a game on a Sony PSP, the

devices have only added consumption of the “traditional” media delivery such as home

computers, books and game consoles.”

Tablet PC market is now seen as a major game changer in the market of connected

devices. Tablet silently existed since early 1990’s and lurked in darkness but only until year

2010, ‘The year of iPad’. Nielsen report on mobile devicesii suggest that Apple iPad has changed

the publishing industry and e-reader industry and took it forward by one decade. Before the

launch of iPad the e-reader industry was majorly dominated by Amazon kindle which still

accounts for 32% of the e-books read in USA. The tablet PC’s have been here in the market for

quite a long time but the market changed completely after the launch of Apple’s iPad in April,

last year. The market however is expected acquire a new shape this year with major players like

Blackberry, Motorola, HP, Dell, Asus and several more joining the niche market of Tablet PCs.

Sceptics still have their own doubts to the claim that Tablet PC will disrupt the PC market. The

brands will have to fight for space and share in this nebular market by adopting product

differentiation strategies.

The diffusion of innovation is particularly a challenging task for the companies. The

diffusion is relatively slow and risky process and depends on innovators, opinion leaders and

early adopters (Figure 1). The rate of adoption concept by Rogers (1962) is an important factor

to study for companies entering a new market with innovative products. According to the

Rogers the individuals who first adopt a product innovation require shorter adoption period

than late adopters. The reports suggest that iPad Tablet [1] has the fastest adoption rate in the

entire consumer electronics goods history. This rate is touted to be more than for the mobile

5

phones and DVD players. In the first quarter after the launch of iPad the sales figure in Apple’s

earning reports was nearly 8 million with around 15 million units shipped. It can be seen clearly

that Apple had the first mover’s advantage and became an instant hit with innovators, opinion

leaders and early adopters. The other brands entering market have to differentiate themselves

significantly in order to carve a niche.

Figure 1: Diffusion of Innovation is based on categories of innovatiness, (Source : Rogers,E.M, 1995)

2. Research Design

This research makes use of both qualitative and quantitative methods for the analysis.

This has been done particularly to satisfy two objectives, firstly to study the attributes of mobile

devices which users prefer to have access to and to understand their brand preferences, and

secondly to understand the reasons behind their choices. The research method involved online

survey. Non probabilistic sampling with a mix of snowball and convenience sampling have been

employed. The online survey was conducted for over a period of two weeks (Refer Appendix A).

The self-administered survey was completed by 103 respondents. The responses were analysed

using SPSS. Frequency analysis and cross tabulation were performed for various factors (Refer

Appendix B) to study the consumer profile, brand performance, choice and purchase decisions.

The questions with no responses have been ignored. We have tried to analyse the data by

6

looking into patterns and inferring about the attributes and values related to the choice of

respondents along with general analysis of demographics.

3. Research analysis and findings

3.1 Consumers preference for Technology

The Digital technology revolution has changed the way in which we access the

information and consume media. Today’s consumer is highly mobile and needs to stay

connected and at par with the modern system. This trend can be clearly observed from the bar

chart in Figure 2. It also indicates that the desktop seems to be a device of the past, as majority

of people own laptops. The Tablet PC market comes across as a niche market with just 2.60% of

the respondents using Tablets. This is consistent with the Neilson’s reportiii on connected

devices which shows that just 4% of respondents owned Tablet PC in USA. According to this

report, “Tablets market is a nascent market favoured by early adopters.” Also, it highlights that

nearly 48% of the people who were identified as early adopters, were in the favour of Tablet

PCs. So the Tablet PC market has huge potential, and can be a game changer for global digital

technology brands.

Figure 2 Bar Chart showing the percentage of people against devices owned

32.20%

4.60%

22.50%

19.50%

2.60%

18.60%

Laptop

Netbook

Mobile phone

Smart phone

Tablet PC

Desktop

Connected Devices

Percentage of sample with Devices

7

After the successful launch of Apple iPad in 2010, more than 100 new Tablet devices have been

put in pipeline by other competing brands. Last year Apple sold nearly 15 million iPads globally

and made a new sales recordiv. A quick look at the popular brands (Figure 3) amongst our

respondents also reinforces the fact that Apple is amongst the favourite with nearly 11%

respondents having one or the other Apple device. Other brands that are as popular as Apple

are Dell, HP, Nokia, Sony and Samsung. Nokia is the most popular brand indicated by the survey

results. In the recent past, although it gave a tough competition to Apple in Mobile industry,

but it “missed the train” in the Tablet PC marketv. The same was observed for Microsoft. In the

recent news, Nokia plans to bounce back with its partnership with Microsoft and will attempt to

capture Tablet PC market. The CEO of both the companies claimed that their alliance will

disrupt the emerging Tablet PC market.

Figure 3: Bar Chart displaying the percentage of respondent against the most popular brands of digital devices

A quick glance at the Smartphone usage in Figure 4 also gives an idea of how Tablet PC market

might respond to new entrants. Apple and Blackberry dominate this segment of the market.

5%

10.60%

4.40%

12.20%

7.20%

15%

6.30%

Acer

Apple

Blackberry

Dell

HP

Nokia

Sony

Popular Brands

Percentage of respondents against Brand

8

Thus the interconnectivity between devices is a much preferred feature for the users of

connected mobile technology. Users generally prefer to synchronize their messages, music,

pictures and other data between their devices and it becomes easier if devices are from same

brand. If recent news reports are to be believed then Research In Motion will reveal its 7-inch

Playbook in April 2011. But, its success is highly contested due to a smaller screen size and

owing to the demand of a wholesome experience from the .The survey respondents are looking

for Tablet PC which can be good for all the purposes like gaming, reading ebooks, surfing

internet, chatting, internet telephony etc.

Tablet PC market has been invigorated by Apple with the launch of iPad and iPad 2 this year.

The Apple instantly got an edge over other brands, by proving itself as an innovator and being

the first one to launch Tablet PC. Neilson’s reporti also indicates that amongst the early

adopters of technology most of the people favoured Tablet PC. This statement is consistent,

even with the survey responses in Figure 5 which majority of Tablet PC owners use Apple

Tablets. Apple is seen as the dominant player in Tablet PC market and captures 80% of the

market share. The report also specifies that even after launch of a dozen more Tablet PCs this

year, the share of Apple is estimated to remain between 70% and 80%.

The strategic launch of Samsung Galaxy tablet towards the end of last year resulted in decline

of Apples market share by 20%vi. Samsung Galaxy tab is based on Android operating system and

it clearly outperforms Apple on utility features like size, camera, flash and multimedia support.

But Apple still outperforms on apps, cost, efficiency, and display front. Although HP Touchpad

was seen as a key player from the survey results, but its relatively small screen size has amassed

more negative reviews than positive reviews for the brand. Thus the Apple iPad2 and other

tablets with two cameras will ultimately pose a threat to HP Touchpad.

9

Figure 4: Popular Smartphone Brands against Smart phone owners (percentage of total respondents)

Figure 5. Percentage of Tablet PC owner against Brands

14.6

13.6

1.0

1.0

2.9

1.0

1.9

11.7

1.9

5.8

1.0

Apple

Blackberry

Ericsson

HP

HTC

LG

Motorola

Nokia

None

Samsung

Sony

Smart Phone Brands

Percentage of Respondents with particular brand

25.00%

16.70%

0.00%

8.30%

Apple

HP

None

Samsung

Tablet PC Owners

Percentage of Tablet PC Owners

10

The study of substitutability of other connected devices like Laptop and Netbooks clearly shows

that these devices might be replaced soon with Tablet PC (Figure 6). More than 50 % of the

respondents believe that Netbooks can be replaced by Tablet PC. Relatively lesser number of

people agreed that Laptops can be replaced by Tablet PC. Many respondents, who are unsure

about the substitutability, will also come to terms with the fact that Tablets can disrupt the

existing PC market as their popularity increases. The study reveals that Asus established itself as

dominant player in Netbook market. But the reports point out that both Acer and Asus plan to

decrease the production of Netbook and join the Tablet PC marketvii due to fall in profits after

launch of Tablet. The plan to decrease production of Netbook is premeditated and will be

beneficial in long run sustainability of the companies. It was noted from the survey that the

Tablet PC outweighs Netbook in terms of performance and weight. Although the former is

made more suitable for content consumption as compared to latter, that is suited for light

content creation. So enhancing content creation capability of Tablets will be an interesting

aspect to look out for. Nearly 50% of the people who own a desktop and 45% of Laptop owners

plan to buy a Tablet PC in near future. Many respondents of the survey are willing to wait and

watch the Tablet market, as it will get a new facial uplift this year along with more than 100

Tablet models upcoming in the international market. The price, display and performance will be

the decisive factors that market watchers will look out for.

The Smart Phone owners that can be identified as innovators, opinion leaders and early

adopters of technology are keen to buy Tablet PC in near future (Figure 7). Interesting thing to

notice here is that nearly 25% Smart phone owners own the Apple iPhone. Apple Customers are

seen as brand loyalistviii and if nothing goes wrong they may stick to Apple, even when they

materialise their purchase decisions for Tablet. This is the main reason why Apple still claims

that its Tablet market share would remain around 70% to 80%, even after the announcements

made by major players to enter the market this year.

11

Figure 6. Tablet PC as a substitute to Laptop and Netbook.

Figure 7. Smart Phone Owner’s willingness to buy Tablet PC.

15.8

29.5

31.6

14.7

8.4

7.4

3.2

34.7

41.1

13.7

Strongly disagree

Disagree

Unsure

Agree

Strongly agree

Tablets as subsitute to other devices

Tablets substitute Netbooks Tablets substitute Laptops

24.10%

6.30%

1.30%

6.30%

10.10%

16.50%

no plan to buy or to replace

This year

Next year

later than that

I don't know

I will wait to see what happens in that market

Smart Phone owner's willingness to buy Tablet

Percentage of respondents with Smart phone willing to buy Tablet

12

3.2 Customer Segmentation and Profile

The customer for Tablet PC and other connected devices are the generation which is addicted

to mobility .Table 1 Gives a quick summary of the demographics of population surveyed ( All the

figures are Percentage of total respondents). According to Nielsen’s report “majority of Apple

iPad users are young males as compared to other connected devices.” The report also

highlights that 25% of the iPad users have earning of $100K or more and 51% possess a

bachelor’s or higher degree . From the analyses of our data we find that nearly 66% of Tablet PC

Owners are Male and nearly 80% are under 35 years of age (See Appendix B).

Smart Phones and Tablet PC are clearly much in vogue amongst the young affluent and mobile

population. This segment prefers to use social networking, enjoys playing games, use their

devices for chatting emailing, watching movies, reading books and other work related stuff on

the go. This increases the complexity for the brands entering into Tablet PC market. They will

have to focus on processor power, connectivity, apps, screen size, resolution and that too at the

lowest possible cost. Most of the users of Tablet PC are concentrated in the markets of USA and

UK and generally enter very late in other marketsix. This leaves a lot of room for new entrants in

the markets of Asia and South-east Asia where Apple does not necessarily has the early mover

advantage. The market in Asia and South East Asia is comparatively young and highly mobile.

The brands like Nokia which is relatively more popular in Asia, with grip over nearly 41% of

Smart Phone market, can possibly pose a threat to Apple by developing a strategy suited to the

needs of that market (See Appendix B). The young population is also willing to wait and watch

the industry since this mostly comprises student population so fluctuation in prices and

addition of new features to the devices are bound to affect their purchase decisions

significantly.

13

Gender Female 47.8

Male 52.2

Employment Status

Full-time Employment 8.3

Post Graduate 75

Phd 8.3

Undergraduate Student 8.3

Region/ Area

From the UK 16.8

From Europe (except from UK)

37.9

From North America 3.2

From South America 3.2

From China 6.3

From India 24.2

From Asia (excluding China and India)

6.3

From Africa 2.1

Age Group

Under 25 48.90%

25-35 30.90% Over 35 20.20%

Table 1. : Demographics of Population surveyed. (The numbers are percentage of total respondents)

3.3 Attribute, Values and Brand Differentiation

Study of attributes and their associated values can significantly aid consumers in

effective decision making. Figure 8 below shows the percentage of respondents who find a

particular attribute important. On a close examination we can notice that price is one of the

most important attribute. Since the population surveyed is mostly below 35 yrs so price is

expected to surface as an important factor. Connectivity, weight, size, screen for reading and

apps are also seen as key features. With the launch of Apple iPad2 this year the competition for

market share and features in product will become even fiercer. Apple has put sceptics and

critics at peace by including two cameras (front and rear), reducing the weight of new iPad,

14

making it even sleeker, and by increasing the processor power. Now, the competitors have

mainly three areas to focus, one is multimedia and flash support, second is high resolution

camera and third is multitasking. The users who watch movies and play games on their devices

will appreciate if their device has support for flash content. Last year Samsung and Motorola

came in with their new Android based Tablets. Android based Motorola Xoom is seen as main

competitor with its tablet priced almost same as iPad2. Motorola Xoom is based on Honeycomb

which allows multi-tasking, better switching between apps and better handling of notifications

unlike iPad2. The analysis of people who are willing to buy Tablets in near future shows that

most of the people want to go for Apple, Samsung, Motorola, Blackberry or HP tablet (See

Appendix B).

The usage of internet also gives an interesting pattern. The female population prefers to

use internet for content consumption more than content creation. Females use internet mostly

for emailing, chatting and social networking while Males mostly use internet for news and

chatting. For both the purposes support for multimedia is considerably important. High quality

touch screen and/or add-ons like wireless or innovations like foldable keyboards will be

appreciated by generation which prefers to stay connected through emails, chatting, social

networking and internet telephony (Figure 9). The Tablet PC market watchers are looking for a

Tablet which promises freedom of usage to its consumers with support for multitasking, a

camera with better resolution, good processor speed and support for flash. Android, Microsoft

and other bespoke OS platform based Tablets can differentiate themselves by including

multitasking which is not supported well by iOS.

The Tablet PC market right now seems to have Apple iPad2 against Galaxy Tab, Xoom

and Playbook. Motorola Xoom with android and RIM Playbook with its bespoke OS have the

second mover’s advantage and are seen as major threats to Apple iPadx.

15

Figure 8: Attributes on Tablet PC and their relative importance

(Figures are percentage of total respondents)

96.90%

95.90%

93.80%

94.70%

75.80%

81.00%

90.50%

86.30%

93.70%

93.60%

89.50%

82.80%

82.90%

83.00%

92.60%

74.40%

57.40%

48.90%

91.40%

85.10%

Attribute-Price

Attribute-Size

Attribute-Weight

Attribute-Screen for reading

Attribute-Keyboard

Attribute-Music

Attribute-Apps

Attribute-OS

Attribute-Speed

Attribute-Browsing

Attribute-Internet Connection

Attribute-Contract

Attribute-Internet Phoney

Attribute-Brand

Attribute-Interconnectivity

Attribute-Watching Tv

Attribute-Photos

Attribute-Gaming

Attribute-Work

Attribute-Reading

0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00%

Relative importance of Tablet attributes

Percentage of Respondents who find it important

16

Figure 9: Regular to moderate use of internet by the population surveyed

5. Limitations of the Study

The Tablet market is very nebular and has not yet penetrated into several segments

under consideration. Our study of Tablet market is basically making use of other analogous

technologies, which can be termed as speculative. Although the findings of survey are

consistent with the secondary data but it is advisable to collect a better and unbiased data and

then analyse for more accurate results. The online surveys also have this inherent problem of

ignoring the population which is offline. The sample does not take into account various

segments, for example people aged over 40. Tablet PC manufacturers are willing to focus on

greying population as a potential segment due to their buying capacity. The missing values

which have been ignored in the analysis of data can result in changes in percentages. The

survey should also include some open ended question to perform a good analysis using mean

100.00%

72.60%

75.50%

77.00%

61.40%

78.20%

32.30%

7.90%

47.50%

88.00%

30.80%

74.00%

57.60%

61.60%

63.00%

96.00%

Email

Online Shopping

Chatting

Internet telephone (Skype)

Download Music

Listen to Music

Game

Online Gambling

Watch TV

Social Networking

To Write blogs

Research for coursework

Organise meetings with class mates

To organise meetings with my lecturer/colleagues

To organise social events

To find out about the news

Use of internet by respondents

Percentage of respondents and their use of internet

17

end chain approach. A decision model based on statistical techniques such as conjoint analysis,

factor analysis or multinomial logistic regression can be built to predict how the future looks for

Tablet PC and companies entering the market.

6. Conclusions and Recommendations

The Tablet PC market has existed silently for long time with very less or almost no

takers. Last year Apple invigorated the market with yet another remarkable innovation, Apple

iPad. It captured the market and defined a new segment within consumer digital technology

devices. Nearly 15 million Apple Tablets were shipped last year and Apple was seen as the

prime player till the last quarter of 2010. The market is likely to see many new entrants this

year as the Tablet PC market grows. The companies will strive with Apple for their chunk of

market share. The key players have to differentiate themselves on vital factors which are

lacking in iPad and iPad2 like multitasking, multimedia and flash support. Google Android

Smartphones have already surpassed the popularity of Apple iPhone and this can be repeated

for Tablets with Androids and other more efficient Operating System. The late entrants may

have second mover’s advantage and might very well learn from the mistakes of Apple, which

managed to capture the early adopters of technology as its major market. The young and

mobile population wants to use internet and their Tablet devices for both content creation and

content consumption. Our study shows that companies should try to cater to the markets

which have essentially remained untouched by Apple in order to move the giant from its

market leader’s position. The PC market will very soon have a facelift, with comparatively low

priced Tablets capturing the mobile generation. Lastly the brands should move fast and

strategically in order to carve a niche, in this ever evolving digital technology market.

18

7. Appendix

Appendix A: Survey Questions Following are the snapshots of the survey questions and layout.

24

Appendix B. Frequency Distribution Tables

Consumer Profiling and Segmentation

Do you own and use....? - Tablet PC * AgeGroups Crosstabulation

AgeGroups

Total Under 25 26-35 Over 35

Do you own and use....? -

Tablet PC

NO Count 32 21 12 65

% within Do you own and

use....? - Tablet PC

49.2% 32.3% 18.5% 100.0%

YES Count 3 2 1 6



50.0% 33.3% 16.7% 100.0%

Total Count 35 23 13 71



49.3% 32.4% 18.3% 100.0%

Do you own and use....? - Tablet PC * Are you? Crosstabulation

Are you?

Total Female Male


Tablet PC

NO Count 16 16 32



50.0% 50.0% 100.0%

YES Count 1 2 3



33.3% 66.7% 100.0%

Total Count 17 18 35



48.6% 51.4% 100.0%

25

Age Group against the decision to buy Tablet PC- Cross Tabulation

Total This year Next year later than that I don't know

I will wait to

see what

happens in

that market

AgeGroups Under 25 Count 15 18 12 14 19 37

26-35 Count 11 8 6 10 11 25

Over 35 Count 6 7 5 3 5 15

Total Count 32 33 23 27 35 77

Percentages and totals are based on respondents.

$TabletBrands*whenareyoulikelytopurchasereplacethefollowingTabletPC Crosstabulation

when are you likely to purchase/replace

the following? - Tablet PC

Tot

al

no

plan

to

buy

or to

repla

ce

This

year

Next

year

later

than

that

I

don'

t

kno

w

I will

wait

to see

what

happe

ns in

that

marke

t

TabletBra

ndsa

Acer Count 1 0 0 0 0 0 1

% within

whenareyoulikelytopurchasereplacethefollo

wingTabletPC

4.3% .0% .0% .0% .0% .0%

Apple Count 21 5 1 3 7 14 51

% within


wingTabletPC

91.3

%

100.0

%

50.0

%

75.0

%

77.8

%

87.5%

Asus Count 0 0 0 0 1 1 2

26

% within


wingTabletPC

.0% .0% .0% .0% 11.1

%

6.3%

Blackbe

rry

Count 1 1 0 0 2 0 4

% within


wingTabletPC

4.3% 20.0

%

.0% .0% 22.2

%

.0%

Dell Count 3 0 0 1 1 3 8

% within


wingTabletPC

13.0

%

.0% .0% 25.0

%

11.1

%

18.8%

HP Count 2 0 0 0 0 4 6

% within


wingTabletPC

8.7% .0% .0% .0% .0% 25.0%

HTC Count 0 0 2 0 0 1 3

% within


wingTabletPC

.0% .0% 100.0

%

.0% .0% 6.3%

Motorol

a

Count 2 0 0 1 0 0 3

% within


wingTabletPC

8.7% .0% .0% 25.0

%

.0% .0%

None Count 0 0 0 0 3 0 3

% within


wingTabletPC

.0% .0% .0% .0% 33.3

%

.0%

Samsu

ng

Count 7 3 1 2 4 5 22

% within


wingTabletPC

30.4

%

60.0

%

50.0

%

50.0

%

44.4

%

31.3%

Sony Count 2 0 0 0 0 2 4

% within


wingTabletPC

8.7% .0% .0% .0% .0% 12.5%

Toshiba Count 1 0 1 0 0 1 3

27

% within


wingTabletPC

4.3% .0% 50.0

%

.0% .0% 6.3%

Android Count 0 0 1 0 0 0 1

% within


wingTabletPC

.0% .0% 50.0

%

.0% .0% .0%

Archos Count 2 0 0 0 0 1 3

% within


wingTabletPC

8.7% .0% .0% .0% .0% 6.3%

Kindle Count 2 0 0 0 0 0 2

% within


wingTabletPC

8.7% .0% .0% .0% .0% .0%

Elonex Count 1 0 0 0 0 0 1

% within


wingTabletPC

4.3% .0% .0% .0% .0% .0%

Total Count 23 5 2 4 9 16 59

Percentages and totals are based on respondents.

a. Group

Do you own and use....? - Smart phone * AgeGroups Crosstab

AgeGroups



Smart phone

NO Count 13 11 7 31

% of Total 15.3% 12.9% 8.2% 36.5%

YES Count 29 16 9 54

% of Total 34.1% 18.8% 10.6% 63.5%


% of Total 49.4% 31.8% 18.8% 100.0%

Do you own and use....? - Tablet PC * where are you from? Crosstabulation

where are you from? Total

28

From the

UK

From

Europe

(except

from UK)

From

China

From

India

From Asia

(excluding

China and

India)

From

Africa

Do you own and

use....? - Tablet

PC

NO Count 1 6 1 2 1 1 12

% of

Total

7.1% 42.9% 7.1% 14.3% 7.1% 7.1% 85.7%

YES Count 0 2 0 0 0 0 2

% of

Total

.0% 14.3% .0% .0% .0% .0% 14.3%

Total Count 1 8 1 2 1 1 14

% of

Total

7.1% 57.1% 7.1% 14.3% 7.1% 7.1% 100.0

%

For Young and Mobile population from India - Do you own and use....? - Smart phone * AgeGroups

Crosstabulation

AgeGroups



Smart phone

NO Count 2 2 3 7

% within AgeGroups 20.0% 50.0% 50.0% 35.0%

YES Count 8 2 3 13




For the respondents from India –

Do you own and use....? - Smart phone * For the various information technologies that you own please state

their respective brands (company brands, example if you own an iphone type apple) - Smart Phone

Crosstabulation

For the various information technologies that you own please

state their respective brands (company brands, example if you

own an iphone type apple) - Smart Phone

Total Blackberry Ericsson HTC Nokia None Samsung

29

Do you own

and use....? -

Smart phone

NO Count 0 0 0 1 0 0 1

% within Do you

own and

use....? - Smart

phone

.0% .0% .0% 100.0% .0% .0% 100.0%

YES Count 3 1 1 5 1 1 12

% within Do you

own and

use....? - Smart

phone

25.0% 8.3% 8.3% 41.7% 8.3% 8.3% 100.0%

Total Count 3 1 1 6 1 1 13

% within Do you

own and

use....? - Smart

phone

23.1% 7.7% 7.7% 46.2% 7.7% 7.7% 100.0%

Appendix C: Demographics and related aspects

Where are you from? * AgeGroups Crosstabulation

AgeGroups


where are you

from?

From the UK Count 3 5 8 16

% within

AgeGroups

6.5% 17.2% 42.1% 17.0%

From Europe (except

from UK)

Count 20 14 2 36

% within

AgeGroups

43.5% 48.3% 10.5% 38.3%

From North America Count 1 2 0 3

% within

AgeGroups

2.2% 6.9% .0% 3.2%

From South America Count 0 3 0 3

% within

AgeGroups

.0% 10.3% .0% 3.2%

From China Count 5 0 0 5

% within

AgeGroups

10.9% .0% .0% 5.3%

30

From India Count 11 4 8 23

% within

AgeGroups

23.9% 13.8% 42.1% 24.5%

From Asia (excluding

China and India)

Count 5 1 0 6

% within

AgeGroups

10.9% 3.4% .0% 6.4%

From Africa Count 1 0 1 2

% within

AgeGroups

2.2% .0% 5.3% 2.1%


% within

AgeGroups

100.0% 100.0% 100.0% 100.0%

How and why Females use Internet?

never rarely moderate use Regular use all the time

Row N % Row N % Row N % Row N % Row N %

Email .0% .0% 2.8% 25.0% 72.2%

Online Shopping 5.6% 22.2% 30.6% 36.1% 5.6%

Chatting 5.6% 13.9% 2.8% 36.1% 41.7%

Internet telephone (Skype) 11.1% 8.3% 16.7% 33.3% 30.6%

Download Music 11.1% 19.4% 38.9% 11.1% 19.4%

Listen to Music 8.3% 2.8% 13.9% 27.8% 47.2%

Game 31.4% 34.3% 17.1% 11.4% 5.7%

Online Gambling 88.9% 5.6% 5.6% .0% .0%

Watch TV 33.3% 27.8% 16.7% 13.9% 8.3%

Social Networking .0% .0% 2.9% 42.9% 54.3%

To Write blogs 52.8% 13.9% 8.3% 16.7% 8.3%

To conduct research for

coursework

19.4% 8.3% 5.6% 30.6% 36.1%

To organise meetings with my

class mates

14.3% 14.3% 17.1% 40.0% 14.3%


lecturer/colleagues

22.9% 11.4% 17.1% 28.6% 20.0%

To organise social events 16.7% 16.7% 27.8% 22.2% 16.7%

To find out about the news .0% 8.3% 27.8% 25.0% 38.9%

31

How and why males use Internet?

never rarely moderate use Regular use all the time

Row N % Row N % Row N % Row N % Row N %

Email .0% .0% 5.1% 16.9% 78.0%

Online Shopping 3.4% 25.9% 31.0% 31.0% 8.6%

Chatting 6.9% 19.0% 29.3% 19.0% 25.9%

Internet telephone (Skype) 7.0% 17.5% 24.6% 29.8% 21.1%

Download Music 10.3% 27.6% 29.3% 27.6% 5.2%

Listen to Music 10.3% 13.8% 19.0% 25.9% 31.0%

Game 29.3% 36.2% 22.4% 8.6% 3.4%

Online Gambling 84.5% 6.9% 3.4% 3.4% 1.7%

Watch TV 15.5% 32.8% 17.2% 22.4% 12.1%

Social Networking 8.6% 6.9% 22.4% 24.1% 37.9%

To Write blogs 46.6% 25.9% 13.8% 10.3% 3.4%

To conduct research for

coursework

19.3% 5.3% 15.8% 22.8% 36.8%


class mates

28.1% 19.3% 24.6% 21.1% 7.0%


lecturer/colleagues

17.5% 21.1% 26.3% 28.1% 7.0%

To organise social events 12.1% 25.9% 34.5% 22.4% 5.2%

To find out about the news 1.8% .0% 7.0% 45.6% 45.6%

32

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10. Butcher, Dan. (2011). Will Apple’s iPad tablet be a game-changer for mobile marketing?. Available: http://www.mobilemarketer.com/cms/news/software-technology/5215.html. Last accessed 21st Mar 2011.

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33

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iii http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/10/Nielsen-Connected-Devices-Summary-Oct-

2010.pdf iv http://www.netbooknews.com/18183/nearly-15-million-apple-ipads-sold/

v http://www.linkedin.com/answers/technology/information-technology/computer-

networking/TCH_ITS_CNW/790102-21124326 vi http://www.eweek.com/c/a/Desktops-and-Notebooks/Apples-iPad-Market-Share-Dipping-Report-186038

vii

http://www.electronista.com/articles/10/12/02/asus.netbooks.may.drop.25pc.through.ipad.more/ viii

http://www.compasshc.com/blog/what-determines-loyalty-to-a-brand-for-apple-loyalists-its-emotion/25/08/2010/ ix http://www.guardian.co.uk/technology/2010/mar/05/apple-ipad-sale-dates

x http://www.techradar.com/news/mobile-computing/motorola-xoom-vs-ipad-vs-playbook-924569

http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/10/Nielsen-Connected-Devices-Summary-Oct-2010.pdf


http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/09/NielsenMobileAppsWhitepaper.pdf



http://www.netbooknews.com/18183/nearly-15-million-apple-ipads-sold/

http://www.linkedin.com/answers/technology/information-technology/computer-networking/TCH_ITS_CNW/790102-21124326

http://www.linkedin.com/answers/technology/information-technology/computer-networking/TCH_ITS_CNW/790102-21124326

http://www.eweek.com/c/a/Desktops-and-Notebooks/Apples-iPad-Market-Share-Dipping-Report-186038

http://www.electronista.com/articles/10/12/02/asus.netbooks.may.drop.25pc.through.ipad.more/

http://www.compasshc.com/blog/what-determines-loyalty-to-a-brand-for-apple-loyalists-its-emotion/25/08/2010/

http://www.compasshc.com/blog/what-determines-loyalty-to-a-brand-for-apple-loyalists-its-emotion/25/08/2010/

http://www.guardian.co.uk/technology/2010/mar/05/apple-ipad-sale-dates

http://www.techradar.com/news/mobile-computing/motorola-xoom-vs-ipad-vs-playbook-924569

market research report on tablet pc

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