Consumer Tablets and eReaders – 90 Day Outlook


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ChangeWave Research: Consumer Tablets and eReaders – 90 Day Outlook



June 7, 2011

Consumer Tablets and eReaders – 90 Day Outlook


Despite Competition iPad Tightens Grip on Tablet Market;

Amazon and Apple Slug it Out Among eReaders
Paul Carton and Andy Golub




Overview: Several high profile releases of tablet devices have occurred in recent months, including the Motorola Xoom and BlackBerry PlayBook. But how much traction are these new tablets having among consumers? And what impact are they having on consumer demand for the Apple iPad?
To find out, ChangeWave surveyed 3,095 consumers on tablet buying trends – including overall demand, customer satisfaction levels, and the threat tablets may be posing to other electronic devices.
The May 2-13 survey also looked at the eReader market and the growing competition between the Amazon Kindle, the Barnes and Noble Nook, and the iPad.
Tablet Market – The iPad vs. the Competition
After an exceptional holiday season, consumer electronics spending has been relatively flat in ChangeWave’s 2011 monthly surveys – and has recently begun to trend slightly downward:

But at the same time the tablet market has surged. In our latest survey, 17% of respondents say they own a tablet – a 3-pt jump just since February.
Do you currently own a tablet device?






Current

Survey

May ‘11

Previous

Survey

Feb ‘11

Previous

Survey

Nov ‘10

Yes

17%

14%

7%

Apple remains the undisputed leader of this space. Since the launch of the original iPad it has dominated this market, and in the current survey 14% of all respondents say they own one – 2-pts higher than three months ago.

*Note: iPad 2 = 4%; Original iPad = 10%
Future Tablet Demand. Looking ahead, overall tablet demand remains as strong as during the holiday season – an extraordinary accomplishment.
More than a quarter of respondents (26%) say they plan on buying a tablet device in the future. And focusing just on the next three months, 7% say they’ll buy one – 2-pts higher than in the previous survey.
Among major manufacturers, Apple continues to hold an overwhelming lead among consumers, with 84% of planned tablet buyers saying they’ll purchase an iPad.

Neither the Motorola Xoom (4%), the BlackBerry PlayBook (3%), nor the Samsung Galaxy Tab (3%) have emerged yet as viable alternatives in the consumer market.

HTC – a brand new entrant to the tablet market – hadn’t released their new Flyer tablet at the time of this survey, and we will have to wait and see if they can successfully gain traction in the future.

But HTC and the rest of the iPad’s competitors have their work cut out for them. With three-in-four iPad owners (75%) saying they’re Very Satisfied with their tablet device, the iPad’s satisfaction rating continues to dwarf those of all the other manufacturers combined (39%)


The Issue of Tablet Cannibalization. Since the release of the original iPad, ChangeWave has been tracking the threat that tablets may pose to other electronic devices.
In the current survey, we asked tablet owners whether there were any other products that they had originally planned on buying but have put on hold or canceled in order to purchase a tablet:
Looking at the following list of products, are there any that you had previously planned on buying but have put on hold or canceled because you purchased a new tablet device? (Check All That Apply)





Current

Survey

May ‘11

Kindle eReader (Amazon)

14%

Nook eReader (Barnes & Noble)

3%

Sony Reader (Sony)

2%

Other eReading Device

2%







Laptop (non-Netbook) Computer

11%

Netbook Computer

6%

Desktop Computer

2%


As we pointed out in ChangeWave’s May PC Buying report, two product lines remain most vulnerable to tablet momentum – eReaders and Laptops.
Importantly, 14% of tablet owners say they’ve delayed or canceled an Amazon Kindle purchase because they bought a tablet. Another 7% have put off buying some other type of eReading device.

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