3. 3
“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
4. 4
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
7. 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
8. THE RACE FOR TOP OEM SHOWS FAVOR TO APPLE
8
OEM Share of the Tablet Market Source: comScore TabLens, U.S., 3 Month Avg. Ending Dec-2012
9.
10. TABLETS SEE HIGHER PERCENTAGES OF OLDER AND LESS AFFLUENT MEMBERS OF
THEIR AUDIENCE (VS. SMARTPHONES)
Age Breakdown
of Smartphone and Tablet Owners
Source: comScore TabLens and MobiLens, U.S., 3 Month Avg. Ending Dec-2012
12. 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
14. 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
15. 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
18. 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.
20. ALREADY A PC-TO-TABLET SHIFT IN USER PREFERENCE UNDERWAY
millions of units
PC* vs. Tablet Shipments Worldwide, 2010-2017
2010
358
19
2011
364
76
2012
349
145
2013
322
229
2014
318
287
2015
323
332
2016
329
375
2017
333
410
PC* Tablet
Note: *includes desktop and portable PCs
Source: International Data Corporation (IDC), "Worldwide Quarterly Tablet
Tracker" as cited in press release, May 28, 2013
157945 www.eMarketer.com
21. SIMILARLY IN TABLET BEHAVIORS
% of respondents
US Tablet Owners Who Are Comfortable Using Their
Tablet for Laptop/Desktop Activities*, by Demographic,
Jan 2013
Female
86% 14%
Male
80% 20%
18-24
Gender
Age
Race/Ethnicity
88% 12%
25-34
82% 18%
35-44
84% 16%
45+
76% 24%
Hispanic
92% 8%
Total
84% 16%
Yes No
Note: n=1,000; *such as retail purchases or banking/paying bills
Source: Mojiva, "Tablets Rule: A Consumer Snapshot on Tablet Use and
Tablet Advertising," April 10, 2013
155433 www.eMarketer.com
23. 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.
25. 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
28. 28
Percentage of Tablet Users by Platform Who Use Smartphone Platforms
Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012
29. 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
32. 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
Impressions
212%
20%
Spending
163%
87%
Clicks
135%
29%
CPC
12%
45%
Tablet Smartphone
Source: IgnitionOne, "Online Advertising Report Q4 2012," Jan 10, 2013
150414 www.eMarketer.com
% of total
US Mobile Ad Requests Served by Jumptap,
by Device Type, 2011-2013*
2011
79% 14% 7%
Smartphone Feature phone Tablet
Note: numbers may not add up to 100% due to rounding; *projected
Source: Jumptap, "Simple Targeting and Audience Trends (STAT)," March 5,
2013
153396 www.eMarketer.com
2013*
70% 2% 29%
2012
78% 4% 18%
