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Interesting Data on Tablet Usage, Demographics and Mobile Marketing

June 7, 2011 11 comments

If I told you 14 months ago that there’s a market out there that doesn’t exist yet, but will be worth approximately $35 Billion by 2012, what would you say?

Last year, you may have said it’s impossible but that is exactly what the tablet market is estimated to be valued at by next year.

It’s no secret that Apple created this space with the launch of the iPad in 2010. Since then, there have been dozens of competitors enter the market hoping to capitalize on this newly developed category while trying to erode Apple’s marketshare strangle hold of nearly 90% of all tablets. Recently, these and other interesting usage statistics from 1st generation tablet users were revealed at the OMMA Tablet Revolution Conference in New York on June 6, 2011. I have collected this information below, please provide your feedback and thoughts.

Tablet Market

Tablet Devices in Market

I have had my BlackBerry Playbook for just over two weeks now and I’m finding i’m using it as a quick resource to the internet, browsing, games, youtube, music and movies. In addition to the Playbook, there is the iPad2, Dell Streak, Samsung Galaxy tab, Motorola Xoom, HP Slate, among others. So, how are people currently using their tablet today? What opportunities do tablets bring to advertisers and marketers with respect to mobile marketing? A panel that included David Gill , VP, Mobile Media and Marketing , The Nielsen Company, provided this insight:

  • UM research says 3 iPad owner mindsets – simplicity craver, on demand lifestyle, the family enabler
  • Tablet owners skews male, median age 38, Median HHI $142K, married w/ kids
  • Tablet owners download an average of 18 apps.
  • 65% want magazines on their tablet
  • Tablets are being used for fun, learning and to pass the time, but NOT so much to connect with friends as of yet
  • Interestingly, men aged 25-34 and women aged 45-54 use tablets the most
  • Holding up iPad – “This our new yard sign” – says Michael Fischer, CMo Coldwell Banker
  • Free apps are still the norm; must drive ways to get people to pay for apps
  • Consumers did not like ads that played music automatically when they engage (just like online)
  • Interactive ad features are a must, with videos being liked the most (75%)
  • Most tab users are NOT using their tabs to connect — more about content now
  • 56% of tablet users say they use it several times a day. 63% share their tablet with 2 or more people
  • The mobility of the tablet can help increase the validity of other channels, such as TV
  • Tablets are the “slouch” device. Lean back consumption & entertainment. Quickly becoming preferred web device while watching tv
  • Jeremy Lockhorn, Razorfish “tablets are not a replacement device, they are a media complementary device
  • What makes tablet different isn’t touch, but its form factor and inherent sharing
  • While there are challenges in this space, it’s a magical device with opportunities for everyone

Do you own a tablet? If so, which tablet do you own?

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