The rise in tablet ownership is growing faster than most industry analysts predicted. This includes smaller tablets like the galaxy tab and the new smaller Kindle from Amazon. Companies need to re-examine how their websites, micro-sites and product specific landing pages will appear on these devices as well as smartphones. Reach out to ApolloBravo for a free mobile readiness evaluation.
NEW YORK: Nearly a fifth of consumers in China, the UK and US now own a tablet, up from less than 5% late last year, according to a new report.
Citigroup, the financial services provider, surveyed 1,800 people in these three nations, and found the proportion of respondents possessing slate devices had grown from 3% to 18% since November 2010.
Penetration has reached 21% in China, ahead of 17% for Britain and America. Similarly, 26% of the Chinese sample were “very likely” to purchase a tablet, falling to 12% for both the UK and US.
Citigroup’s analysis revealed 31% of its panel were at least somewhat keen to buy such a gadget, versus 14% late last year. In all, 77% of this group would like to obtain an iPad, climbing from 73% in the same period.
Alternatives powered by Microsoft Windows witnessed a slide from 52% to 40%, and equivalents utilising Google’s Android operating system enjoyed a two-percentage point gain, to 38%.
Price remained the “primary inhibitor” to greater uptake, mentioned by 39% of adults questioned, although a “lack of functionality” when compared with PCs was another common factor.
A 62% share of tablet owners saw it as a “toy/gadget”, growing from 44% in 2010. Meanwhile, 18% had acquired one for work, a lift from 13%, while giving someone the device as a gift logged 18%, down from 27%.
Overall, 94% of iPad owners have downloaded apps, with 63% accessing 11 or more such tools, totals standing at 79% and 37% in turn for individuals using competing products.
Thus far, 81% of the iPad population have paid for applications, measured against just 43% of customers for rival brands. Equally, iPad users had paid for 39% of apps, declining to 22% for users of other slates.
Data from the US and UK showed 67% of the tablet audience surf the web via this route, with 55% sending email and instant messages, 31% reading ebooks, 33% social networking and 17% playing games.
Looking forward, the number of people expecting to log on to social networks in this way fell to 29%, with gaming also sliding to 14%, but both pastimes are likely to see rising interest.
Elsewhere, the study reported that laptop ownership rates had climbed from 62% to 81% since November 2010, figures hitting 28% and 59% respectively for smartphones.
Data sourced from PC Mag, Barron’s, AllThingsD; additional content b Warc staff, 28 September 2011