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Tablet Computers and Accessories - UK - November 2015

Tablet Computers and Accessories - UK - November 2015

“As overall tablet penetration stalls, the gap between household and personal ownership is shrinking, thus suggesting that multi-tablet households are on the rise. As tablet manufacturers look to offset slowing adoption, the launch of use case-specific tablets, from hardcore gaming, to family activities or media consumption, can broaden the potential for product differentiation and revive consumer demand by boosting multi-tablet households.”

– Sara Ballaben, Technology Analyst

This report covers the following issues:

Reacting to the threat of phablets
Tablets specialise to better serve specific consumer needs


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Tablet market on the downtrend
Figure 1: UK tablet sales, by value and volume, 2011-15
Household ownership flattens out in 2015
Figure 2: Household ownership of tablets, January 2012-September 2015
Most accessory purchases are productivity-focused
Figure 3: Ownership of and plans to buy tablet accessories, September 2015
Tablet market strongly brand-driven
Figure 4: Important features when buying a tablet, September 2015
Men and parents willing to spend the most on a new tablet
Figure 5: Willingness to spend on a tablet, September 2015
Tablets for children are more than just toys
Figure 6: Attitudes towards tablets, September 2015
What we think
ISSUES & INSIGHTS
Reacting to the threat of phablets
Tablets specialise to better serve specific consumer needs
THE MARKET
What you need to know
Tablet market on the downtrend
Tablets’ primary use case threatened by the rise of phablets
The hybrid revolution opens up B2B potential
Tablet gaming
Tablets for kids
Non-specialist sales channels prevail
Market size and segmentation
Tablet market on the downtrend
Figure 7: UK tablet sales, by value and volume, 2011-15
Larger tablets are better differentiated from phablets
Figure 8: Ownership of tablets, by screen size, June 2015
Market drivers
Tablets’ primary use case threatened by the rise of phablets
Figure 9: Motivations for purchasing a tablet, July 2014
Figure 10: Smartphone screen size, June 2015
The hybrid revolution opens up B2B potential
Tablet gaming
Figure 11: Gaming frequency on the devices owned/in the household, July 2015
Figure 12: BLAZE TAB Android Retro Gaming Tablet, October 2015
Figure 13: Linx Vision tablet, October 2015
Tablets for kids
Channels to market
Non-specialist sales channels prevail
Figure 14: Websites used and stores visited to shop around for tablets, April 2015
Online pureplays account for almost a quarter of tablet purchases
Figure 15: Stores visited and websites used to buy tablets, April 2015
KEY PLAYERS
What you need to know
Apple remains most popular tablet manufacturer
Tesco’s market exit could benefit Amazon
Online-only companies extend into the hardware market
Recorded above-the-line spend drops to 2012 level
Active stylus on the rise
New evolutions of the hybrid concept
Innovative use cases for tablets
Market share
Apple remains most popular tablet manufacturer
Figure 16: Brand(s) of tablet owned/in the household, September 2015
Tesco’s market exit could benefit Amazon
Brand research
Brand map
Figure 17: Attitudes towards and usage of selected technology brands, October 2015
Key brand metrics
Figure 18: Key metrics for selected technology brands, October 2015
Figure 19: Attitudes, by technology brand, October 2015
Figure 20: Brand personality – Macro image, October 2015
Figure 21: Brand personality – Micro image, October 2015
Brand analysis
Figure 22: User profile of Amazon, October 2015
Figure 23: User profile of Google, October 2015
Figure 24: User profile of Samsung, October 2015
Figure 25: User profile of Microsoft, October 2015
Figure 26: User profile of Apple, October 2015
Figure 27: User profile of Lenovo, October 2015
Figure 28: User profile of Tesco Hudl, October 2015
Brand communication and promotion
Recorded above-the-line spend drops to 2012 level
Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on tablets, by advertiser, 2014
TV ads account for three quarters of total above-the-line adspend
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on tablets, by media type, 2014
Methodology and coverage
Launch activity and innovation
Active stylus on the rise
Figure 31: Scriba Stylus, October 2015
New evolutions of the hybrid concept
Figure 32: Intel’s concept of a tablet with foldout extension, July 2015
Figure 33: Intel’s concept of a dual-tablet laptop, July 2015
Figure 34: Qwerkywriter, October 2015
Lenovo’s YOGA Tab 3 Pro features an improved built-in projector
Figure 35: YOGA Tab 3 Pro, October 2015
Meet the household tablet
Figure 36: Lenovo’s Yoga Home 500, October 2015
Figure 37: Xess tablet, October 2015
Making tablets hands-free
Figure 38: EzilStein hands-free tablet stand, October 2015
THE CONSUMER
What you need to know
Household ownership flattens out in 2015
Growth of personal ownership could drive multi-tablet households
Most accessory purchases are productivity-focused
Tablet market strongly brand-driven
Men and parents willing to spend the most on a new tablet
Tablets for children seen as entertainment and education tools
In-store initiatives to push hybrid tablets
Tablet ownership
Household ownership flattens out in 2015
Figure 39: Household ownership of tablets, January 2012-September 2015
Growth of personal ownership could drive multi-tablet households
Figure 40: Personal and household ownership of tablets, September 2013-September 2015
Figure 41: Repertoire of brand(s) of tablet owned/in the household, September 2015
Tablet accessories – Ownership and plans to buy
Most accessory purchases are productivity-focused
Figure 42: Ownership of and plans to buy tablet accessories, September 2015
Figure 43: HP’s Envy Note 8, October 2015
Cockpit use cases could drive tablet demand
Important features of tablets
Tablet market strongly brand-driven
Figure 44: Important features when buying a tablet, September 2015
Lighter tablets could win women over
Bigger screens to appeal to tech-savvy older consumers
Budget tablets should get rugged
Willingness to spend
Men and parents willing to spend the most on a new tablet
Figure 45: Willingness to spend on a tablet, September 2015
Some tablet features can drive up willingness to spend
Figure 46: Important features when buying a tablet, by willingness to spend on a tablet, September 2015
Attitudes towards tablets
Tablets for children are more than just toys
Figure 47: Attitudes towards tablets, September 2015
In-store initiatives to push hybrid tablets
Figure 48: Ownership of selected tablet accessories, by agreement with selected attitudes towards tablets, September 2015
Tablets could be at the centre of the smart home
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Brand research
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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