tablets: landscape, behaviors and trends
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SSLA Tablets 101 Lunch + LearnTABLETS 101
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HISTORY
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“Floyd sometimes wondered if the Newspad, and the fantastic technology behind it, was the last word in man's quest for perfect
communications. Here he was, far out in space, speeding away from Earth at thousands of miles an hour, yet in a few milliseconds he could
see the headlines of any newspaper he pleased.”-2001, A Space Odyssey
https://www.youtube.com/watch?v=QQkXSDKcslI
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In 1987 Apple Computer started its tablet project, which, eventually released in 1993, the Apple Newton, with a 6" screen and 800 grams weight. It used Apple's own new NewtonOS, initially running on hardware manufactured by Motorola
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THE TABLET COMPUTER MARKET WAS REINVIGORATED
BY APPLE THROUGH THE INTRODUCTION OF THE IPAD
DEVICE IN 2010.
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TABLET GROWTH
TABLETS HAVE ALREADY ACHIEVED A LEVEL OF ADOPTION IN THREE YEARS THAT IT TOOK SMARTPHONES NEARLY A DECADE TO REACH
7Smartphone and Tablet Ownership (MM)Source: comScore MobiLens & TabLens, U.S., 2003-2012
THE RACE FOR TOP OEM SHOWS FAVOR TO APPLE
8OEM Share of the Tablet Market Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
TABLETS SEE HIGHER PERCENTAGES OF OLDER AND LESS AFFLUENT MEMBERS OF THEIR AUDIENCE (VS. SMARTPHONES)
Age Breakdownof Smartphone and Tablet OwnersSource: comScore TabLens and MobiLens, U.S., 3 Month Avg. Ending Dec-2012
WHY?11
TABLETS ARE VERY INTUITIVE, OLDER GENERATIONS ARE STARTING TO USE THESE DEVICES IN PLACE OF COMPUTERS,
WHICH CAN BE MORE COMPLICATED TO SET UP AND MAINTAIN
TABLETS ARE INCREASINGLY PROVIDING A LESS EXPENSIVE ALTERNATIVE TO COMPUTERS AND CAN BE MORE AFFORDABLE THAN SMARTPHONES IN THE LONG
RUN, AS THEY DON’T REQUIRE A DATA PLAN FOR USE
REMEMBER THE SMACKDOWN?
OEMS STILL COMPETE FOR TABLET MARKET SHARE LEADERSHIP : ANDROID MODELS ARE NOW THE MOST-OWNED TABLETS IN U.S. HOUSEHOLDS
Unique Tablets (000) by Platform Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
PLATFORM LOYALTY IS STILL IMPORTANT IN THE REPLACEMENT CYCLE OF TECHNOLOGY
Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
TABLET BEHAVIORS
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CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’
Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013
Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed.
©2013 eMarketer Inc.
Is mobile becoming the new desktop? Is mobile becoming the new desktop?
ALREADY A PC-TO-TABLET SHIFT IN USER PREFERENCE UNDERWAYmillions of unitsPC* vs. Tablet Shipments Worldwide, 2010-2017
2010358
19
2011364
76
2012349
145
2013322
229
2014318
287
2015323
332
2016329
375
2017333
410
PC* Tablet
Note: *includes desktop and portable PCsSource: International Data Corporation (IDC), "Worldwide Quarterly TabletTracker" as cited in press release, May 28, 2013157945 www.eMarketer.com
SIMILARLY IN TABLET BEHAVIORS
% of respondents
US Tablet Owners Who Are Comfortable Using TheirTablet for Laptop/Desktop Activities*, by Demographic,Jan 2013
Female86% 14%
Male80% 20%
18-24
Gender
Age
Race/Ethnicity
88% 12%
25-3482% 18%
35-4484% 16%
45+76% 24%
Hispanic92% 8%
Total84% 16%
Yes No
Note: n=1,000; *such as retail purchases or banking/paying billsSource: Mojiva, "Tablets Rule: A Consumer Snapshot on Tablet Use andTablet Advertising," April 10, 2013155433 www.eMarketer.com
WHY?22
THE CASE FOR THE “LIGHT COMPUTING” MODEL—WHERE DOCUMENTS, DATA AND CONTENT ARE STORED IN THE CLOUD AND ACCESSIBLE ANYWHERE WITH AN
AVAILABLE INTERNET CONNECTION—IS MORE COMPELLING IN 2013 THAN IN 2010, WHEN THE IPAD WAS INTRODUCED TO THE MARKET.
SMARTPHONES VS. TABLETS
SMARTPHONES, BECAUSE OF THEIR SMALLER SIZE, ARE MORE
PORTABLE THAN TABLETS. AS SUCH, THEY LEND THEMSELVES
TO MORE ON-THE-GO USES
TABLETS, WITH THEIR LARGER SCREENS, OFFER A BETTER EXPERIENCE FOR “LEAN-BACK” ACTIVITIES SUCH AS
MEDIA CONSUMPTION, SHOPPING AND EXPERIENCES REQUIRING DEEPER
ENGAGEMENT
REMEMBER CONTEXT?
26OEM Share of the Tablet Market Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
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28Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
FOR TABLET OWNERS, THE DEVICES LEND THEMSELVES WELL TO LEISURELY BROWSING + SOCIAL NETWORKING FOR PROLONGED PERIODS OF TIME
Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
SMARTPHONES DRIVE SHOWROOMING, TABLETS DRIVE PURCHASE
Source: comScore MobiLens and TabLens, U.S., 3 Month Avg. Ending Dec-2012
2013 eMarketer
MULTI-SCREENING, CROSS-PLATFORM AND MULTITASKING
THE EFFECTS OF MOBILE FRAGMENTATION CAN BE SEEN IN BOTH
DISPLAY AND SEARCH ADVERTISING % change vs. same period of prior year
US Mobile Paid Search Metric Growth, by Device, Q4 2012
Impressions212%
20%
Spending163%
87%
Clicks135%
29%
CPC12%
45%
Tablet Smartphone
Source: IgnitionOne, "Online Advertising Report Q4 2012," Jan 10, 2013150414 www.eMarketer.com
% of total
US Mobile Ad Requests Served by Jumptap, by Device Type, 2011-2013*
201179% 14% 7%
Smartphone Feature phone Tablet
Note: numbers may not add up to 100% due to rounding; *projectedSource: Jumptap, "Simple Targeting and Audience Trends (STAT)," March 5,2013153396 www.eMarketer.com
2013*70% 2% 29%
201278% 4% 18%
TABLET MARKETING EXAMPLES
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LEAN-BACK IMMERSIVE EXPERIENCES
SHOPPING IN THE LIVING ROOM
http://www.youtube.com/watch?v=wwsdbRM91mc
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LOCATION AND CONTEXT RELEVANCE
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NATIVE FUNCTIONALITY
http://vimeo.com/60968776
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SOCIAL
SO WHAT?why does all of this matter?
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a aa
design for multi-platform and fluid experiences
MULTI-PLATFORM PARADIGM SHIFTS DRIVE OPPORTUNITIES
PRIMETIME IS ANYTIME WITH A CONNECTED DEVICE
take advantage of key dayparts to target specific messages
LOCATION, CHANNEL AND INTENT ARE CRITICAL
a tablet search query could mean future intent - not immediate conversion
THE LINES BETWEEN DEVICE TYPES WILL CONTINUE TO BLUR
continue to innovate and experiment with our offering to find consumer sweet spots
PURCHASING ISN’T JUST HAPPENING IN THE STORE
have a tablet-optimized experience that enables purchase behaviors
2013 140.0M users 123.1M users
2014 159.9M users 143.2M users
2015 178.0M users 157.1M users
2016 193.7M users 168.1M users
2017 207.4M users 178.0M users Source: eMarketer, March 2013
CONSUMERS WILL CONTINUE TO ADOPT SMART DEVICES AT A RAPID RATE
focus on the behavior, not the technology
@kaylam
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See you on the internets.THANKS