Skip to main content

Exploring the Market Segmentation of Tablet Owners


Multimedia tablet launches have received significant attention, but the excitement may be justified, and a recent eMarketer report explores the current user segmentation and usage satisfaction with these new consumer electronics devices.

According to a December 2010 market study by The NPD Group, current tablet owners are highly satisfied with their devices. More than two-thirds expressed satisfaction with Internet browsing and email experiences on their tablet.

Moreover, 60 percent of respondents said the same of social networking. An interesting note about usage; about three in 10 were doing these activities less often on their PCs as a result.

These satisfaction levels were higher than those of smartphone owners conducting the same activities.

Media Tablet Owner Segmentation

According to a September 2010 survey by the Pew Internet & American Life Project, tablet ownership was most common among Millennials and members of Generation X, 5 percent of whom had an Apple iPad or similar tablet device.

The overall rate of adoption was just 4 percent, a figure that's likely to rise -- based on the excitement of current owners and the expressed plans of many other consumers.

Vision Critical found in a November 2010 study that 11 percent of U.S. adults who did not already have an Apple iPad were interested in purchasing one in the next six months. That was up from 9 percent who said the same in March 2010.

Once again, younger respondents had the greatest levels of interest in purchasing a tablet, at more than one in five.

eMarketer estimated in December that 24 million tablets, including 19.4 million iPads, would be sold in the U.S. this year -- more than doubling last year's sales figures.

Worldwide, eMarketer forecasts 43.6 million tablet sales this year, up from 15.7 million in 2010. Also, more than three in four tablets sold around the world is forecast to be an Apple iPad.

Popular posts from this blog

Linux Phone Standards Forum

A new Linux Phone Standards Forum (LiPS) has been founded to promote mass market adoption of Linux telephony terminals through standardization, interoperability testing and market education. The founding members include Cellon, France Telecom, FTM Labs, Huawei, Jaluna, Mizi, Open Plug and PalmSource. LiPS will support device manufacturers and operators in bringing to market Linux-based devices at lower cost (due to lower deployment costs through standardization), while facilitating the programming and development process for software and silicon vendors. The Forum said plans to work with other organizations such as the OMTP and OMA to identify requirements of distinct device categories including smartphones, feature phones, fixed-line, or converged devices. For each of these categories, or profiles, LiPS will define standard API�s that support relevant applications and services as well as a certification process for technology providers. In keeping with the open source philosophy, L

Cloud Services Gain New Momentum in Europe

Across European nations, more CIOs and CTOs are investing in public cloud services that become the essential foundation for the design and delivery of innovative digital transformation projects. Public cloud computing spending in Europe will reach $113 billion in 2022 and will double to $239 billion by 2026, growing at a 22 percent 5-year CAGR, according to the latest market study by International Data Corporation (IDC). Investments in Software-as-a-Service (SaaS) will continue to lead most of the spending in Public Cloud in Europe in 2022, but Platform-as-a-Service (PaaS) will be the fastest-growing segment. In fact, PaaS enables digital business deployment via the quick testing and production of new software applications. Public Cloud Market Development Professional services, banking, and discrete manufacturing will be among the top spenders in public cloud services, absorbing almost 60 percent of the overall public cloud services spend in 2022.  Human-centric industries are adjustin

Strategic Digital Transformation Spending Trends

Looking ahead, many Chief Executive Officers (CEOs) continue to selectively invest in new strategic digital transformation projects that enable a significant competitive advantage. Some additional investments may go towards improving existing IT infrastructure and operations.  Worldwide IT spending is now projected to total $4.5 trillion in 2022 -- that's an increase of 3 percent from 2021, according to the latest updated estimate by Gartner. For now, most CIOs will be relieved that their budget is safe from major cuts. While IT spending is expected to grow in 2022, it will be at a slower pace than in 2021 -- partly due to a 5 percent cutback on spending for personal computers, media tablets, and printers. Digital Transformation Market Development "Central banks around the world are focusing on fighting inflation, with overall inflation rates expected to be reduced through the end of 2023. However, the current levels of volatility being seen in both inflation and currency exch