the tablet revolution of 2011

The Tablet Revolution of 2011A look at the usage habits of tablet owners &

factors affecting purchasing decisions for consumers

Overview & Methodology

Objective – Obtain a better understanding of the demand among consumers for tablets. Additionally, the survey provides insight into usage habits of current tablet* owners.

Approach – Zoomerang distributed a survey to an online sample of consumers representative of the US population for gender, age and geography.

Results – In total, 1,500 consumers completed the survey and provided insight into the demand for tablets, what goes into their purchasing decisions and usage habits.

Key Takeaways – - Only 10% indicated they currently own a tablet. Of those, 80% own Apple iPads.- Current owners primarily use tablets for Internet browsing and e-mail.- The majority of tablet owners indicated that personal computer use has increased or stayed the

same since purchasing a tablet.- Of the 90% that do not currently own a tablet, 17% plan to purchase one in 2011.- Those currently evaluating tablet options cite price, connectivity (i.e. WiFi, 3G, 4G) and operating

system as the top three considerations.

*The survey used the term “computer tablets” as it is the nomenclature used by leading retailers (i.e. Amazon & Best Buy) and to avoid confusion with eReaders such as the Kindle & Nook.

Computer Tablet OwnershipOf the 1,500 surveyed, only 10% currently own a tablet

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Tablet Ownership by Brand/TypeThe iPad was the most common tablet owned by those surveyed

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Tablet Purchase Decision for 2011 Compared to 2010, tablet purchases are likely to increase

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Tablet Usage

Among Owners

Tablet Affects On Personal Computer UsageTablets have not yet prompted owners to ditch their personal computer

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Ways In Which Tablets Are UsedOwners most commonly use tablets for browsing the Internet and e-mail

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Tablet App DownloadsGames and Entertainment applications are the most downloaded genres*

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*A breakdown of the app genres downloaded can be found in the appendix

Tablet Accessory PurchaseMost owners have purchased an accessory of some variety

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Tablet RecommendationThose who purchased a tablet are highly likely to recommend it


Factors Impacting Tablet Purchasing Decisions

Reasons For Not PurchasingThough price is a factor, many believe they do not need a tablet


Purchase Decision: BrandWhile Apple is the frontrunner, most consumers are evaluating their options


Purchase Decision: FactorsAside from price, connectivity and the operating system factor into the decision


Appendix

Top 10: Respondent Location Breakdown of the top 10 states represented among respondents

State PercentageCalifornia 8%

Florida 7%New York 6%

Ohio 6%Pennsylvania 6%

Texas 6%Illinois 4%

Michigan 4%New Jersey 4%

Arizona 3%

Respondent GenderBreakdown of respondents’ gender

Gender PercentageFemale 53%

Male 47%

Respondent Age RangeThe age breakdown of respondents is equally spread

Age Range PercentageUnder 30 20%30 - 39 19%40 - 49 19%50 - 59 17%

60 or over 26%

Tablet App Downloads – Top Genres Games, Entertainment and Sports apps are downloaded most frequently

Genre PercentageGames 42%

Entertainment 28%Sports 27%Music 25%

Reading 24%News 21%

Social Media 19%Lifestyle 13%Travel 12%

Business 10%Reference 10%

Educational 8%Utilities 8%

Productivity 7%Medical 6%

Navigation 6%Finance related 4%

Photography 2%Healthcare 1%

the tablet revolution of 2011

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