Tablet + e-Reader Trends and Usage Analysis
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This document provides an overview and analysis of trends in the tablet and e-reader industries. It discusses consumer behaviors and opportunities for businesses. The document also summarizes Levelwing's services in analyzing data to provide actionable insights and solutions to help companies achieve their business goals.
Tablet + e-Reader Trends and Usage Analysis
- 1. TABLETS + E-READERS TRENDS + USAGE ANALYSIS
- 2. 2 WHY DO I CARE? Glad you asked… In this report you will find a high-level overview of the tablet and e-reader industry. It is important that we keep a pulse on the industry and related CONSUMER BEHAVIORS in order to identify OPPORTUNITIES that transform our businesses. At Levelwing, we specialize in analyzing the paths that contribute to such BUSINESS OUTCOMES. Our analysts are experts at TRANSLATING data collected via website analytics, customer relationship databases, consumer research, phone call logs and even recruitment application databases INTO A MEANINGFUL STORY that has real business applications and implications for your company. Please enjoy the insights contained within.
- 3. TABLET + E-READER TRENDSCATEGORY OVERVIEW 3
- 4. Among those reading a book in the past year, 30% had read at least onee-book during that period.Source: Pew Internet & American Life Project,“E-book Reading Jumps; Print Book Reading Declines,” Dec 27,2012 TABLET + E-READER INDUSTRY TRENDS 4 Monitoring industry trends can help fuel strategies and initiatives by capitalizing on these trends in order to reach consumers on these devices. The fastest growth in e-readerusers last year was among African Americans, among whom user numbers increased 81%. eMarketer,“Ereader User Increases Slow,” Jan 2, 2013 Over the next 5 years, total shipments of tablet computers to enterprises around the world are expected to increase at a compound annual growth rate (CAGR) of 48%, with shipments rising from 13.6 million units in 2011 to 96.3 million units in 2016. Worldwide Enterprise Tablet Market Forecast Report, Jan 25, 2012 Tablets are most often a starting point for shopping and trip planning. The New Mult-Screen World, Google/Ipsos/Sterling, US,Aug 2012
- 5. TABLET + E-READER OWNERSHIP 5 78 MILLION Americans own a tablet and more than 59 MILLION Americans own an e-reader More than Source: comScore, June 2012; Pew Research Center, ”25% of American Adults Own Tablet Computers”, October 2012 As e-reader and tablet ownership increases so does the necessity of having an optimized website (i.e. Responsive Design) for consumers using these devices, in addition to desktops and smartphones, for product research and purchasing.
- 6. TABLET + E-READER OWNERSHIP 6 In May of 2011, the percentage of American adults that owned an e-reader was greater than the percentage of American adults owning a tablet. Since then, tablet ownership has been greater than e-reader ownership, with 26% of American adults owning an e-reader and 31% owning a tablet computer. Source: Pew Internet Surveys 2009-2013 0% 5% 10% 15% 20% 25% 30% 35% Apr-09 May-10 Sep-10 May-11 Aug-11 Jan-12 Apr-12 Dec-12 Jan-13 Tablet E-Reader
- 7. TABLET + E-READER OWNERSHIP 7 Tablet ownership growth has occurred since May 2010 while e-reader ownership declined slightly from May 2011 to December 2011. From December 2011 to November 2012, e-reader ownership increased 9% and tablet ownership increased 15%. Monitoring trends in tablet and e-reader ownership can be an indicator of related purchasing, such as e-book and app purchases. 0% 5% 10% 15% 20% 25% 30% 35% May 2010* May 2011* December 2011** Nov 2012** E-Reader Tablet Either Source: Pew Internet & American Life Project, “E-book Reading Jumps; Print Book Reading Declines,” Dec 27,2012 Note: *ages 18+; **ages 16+
- 8. TOP 5 TABLET VENDORS, WORLDWIDE SHIPMENTS 8 Apple had the greatest year-over-year change in Q4 worldwide shipments of all tablet vendors. Samsung and ASUS experienced the second and third greatest change year-over-year shipments, but Amazon remained higher than ASUS in total 2012 Q4 worldwide shipments. Tracking the audience base by device can illuminate growth trends and combined with targeted messaging, brands can ensure they are reaching consumers using each device. Source: IDC Worldwide Quarterly Tablet Tracker, January 31, 2013 (preliminary data) VENDOR 2011 Q4 SHIPMENTS (IN MILLIONS) 2012 Q4 SHIPMENTS (IN MILLIONS) CHANGE APPLE 15.5 22.9 +7.4 SAMSUNG 2.2 7.9 +5.7 AMAZON 4.7 6.0 +1.3 ASUS 0.6 3.1 +2.5 BARNES & NOBLE 1.4 1.0 -0.4 OTHERS 5.5 11.6 +6.1 ALL 29.9 52.5 +22.6
- 9. RESEARCH BEHAVIOR TABLET + E-READER USAGE 9
- 10. TABLET AS RESEARCH TOOL 10 41% of all U.S. tablet owners researched a product in the past month and shoppers using the iPad have a 5.2% conversion rate to e-purchase, the highest of any device. Ensuring brand sites are optimized for easy purchase is critical to online revenue streams. Sources: North American Technographics Online Benchmark Survey (Part 1), Q2 2012; IBM Coremetrics Benchmark Reports: Black Friday and Cyber Monday 2011; Google/OTX Consumer Pulse Check, Q4 2010 41% of U.S. tablet owners researched a product in the past month
- 11. TABLET USAGE LOCATION + BEHAVIOR 11 Not only are more tablet users engaging with their device at home, but they are also using another device simultaneously while using their tablet. Learning usage behavior can help companies strategize campaigns that will reach these consumers where they are active. In addition, this emphasizes the need for a cohesive strategy and assets in order to ensure there is a seamless experience across devices. Source: The New Mult-Screen World, Google/Ipsos/Sterling, US, Aug 2012 21% 79% Out of Home At Home 75% of all tablet usage is accompanied by the usage of a second device – 35% with a smartphone and 44% with a television Forrester Research US Cross-Channel Retail Forecast, 2011 To 2016, June 2012
- 12. SIMULTANEOUS SCREEN USAGE ACTIVITES 12 When engaging in multi-screen usage, consumers are using their devices primarily for email. Second and third most popular activities were Internet browsing and social networking, respectively. There is less consumer attention at these times because while consumers are emailing, browsing the internet, and social networking, they are very likely to be doing something else at the same time. 78% of simultaneous usage is multi-tasking, with a key device combination being TV + tablet at 89%. 42% 44% 60% 0% 10% 20% 30% 40% 50% 60% 70% Watching Video Work Documents Searching for Info Playing a Game Social Networking Internet Browsing Emailing Source: The New Mult-Screen World, Google/Ipsos/Sterling, US, Aug 2012
- 13. SEARCH ENGINE RESULTS FOR PRODUCTS 13 In addition to Paid Search Placements and Organic Search Results (which are primarily online and brick- and-mortar retailers), consumers are shown a GOOGLE SHOPPING sponsored box (yellow) for an e- readers search. Included brands showing images for ‘ereaders’ include: • Nook • Kindle • Jensen • Pandigital • Kobo Google Shopping product highlights are based on product listing ads and allow consumers to easily compare and purchase products. *paid placements are paid advertising available through search engines, organic search results are the listings that are free and do not require a hard media investment SEARCH ENGINE RESULTS PAGE FOR ‘EREADERS’
- 14. *Devices like Kindle Fire and Nook HD are considered tablets versus dedicated e-readers SEARCH ENGINE RESULTS FOR PRODUCTS 14 Included brands showing images for ‘tablets’ in the GOOGLE SHOPPING sponsored box (yellow) include: • Samsung • Google Nexus • Kindle Fire* • Nook HD* • Sony SEARCH ENGINE RESULTS PAGE FOR ‘TABLETS’
- 15. 15 LIKE WHAT YOU SEE? WANT TO SEE MORE? This is just the beginning of what we can tap into, imagine what we could do with the data you have internally… At Levelwing, we specialize in interpreting your data and providing you with actionable insights + solutions (and not just graphs) that can impact your MARKETING, MERCHANDISING, INVENTORY or even RESEARCH AND DEVELOPMENT. We help companies utilize data to OPERATE WITH GREATER CLARITY + PROFITABILITY. Bottom line, we move your business forward by helping you make sense of your data so that you can ACHIEVE WHAT COULD BE. For additional information, please contact: STEVE PARKER, JR. Co-Founder & Managing Partner steve@levelwing.com 1+843.631.4587
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