Overview

Of the billion-plus tablet users in 2015, the company

estimates that 328.3m will be inChina, 156m in the
US, 40.4m in India and 32.2m in the UK
Consumption of traditional mediabooks,
magazines, newspapers, TV, and filmhas
declined.Users continue to appreciate the
convenience tablets provide for subscriptions and
portability.
growth in the global tablet-using population will slow
dramatically in 2015 and continue to taper off.
year-over-year increase in users is 54.1% in 2013 ,
29.1% in 2014, 17.1% in 2015.

 Three trends influence our conservative outlook:

Tablets continue to be perceived as luxury items,
both from a perspective of share of wallet and share
of time spent with media.
Tablets face increased competition from smartphones
and a widening array of connected devices, including
phablets, wearables, connected TVs and dedicated
gaming devices, particularly in late-adopting
countries like Japan and South Korea.
The use case for tablets is not always clear,
particularly in markets where smartphone and
phablet usage is robust.

 A notable 12% of tablets were given

as gifts. A higher number of users
(21%) purchased tablets at retail
websites like Bestbuy.com or
Amazon.com, compared to just 11%
who buy directly from the
manufacturers website. This was
interesting because outside of talking
to friends, the most likely place users
research a tablet is on the

Tablet market size in india

Strong performance of local companies and increasing interest of personal computers original
equipment manufacturers (OEMs) in the tablets space have contributed to the expansion of the
market. Indiatablet marketreported shipments of 960,000 units in the fourth quarter of 2014
(calendar year), a quarter-on-quarter growth of 3.6 per cent, according to
International Data Corporation(IDC).
Wi-fi enabled tablets have faced a steep decline over the quarters, losing out to connected
tablets. The market is swiftly moving towards third-generation connected tablets that posted a
double-digit growth in the fourth quarter and accounted for approximately 60 per cent of the
total shipments. We expect fourth-generation tablets to pick up as more service providers roll
out their LTE (long-term evolution) spectrums by the second half of 2015, the report noted
Driven by strong demand for low-cost models, tablet PC sales in India grew 56.4 percent yearon-year to 4.14 million units in 2013, In 2012, tablet PC sales in India stood at 2.66 million units
The tablets market in India has reported a strong quarter-on-quarter growth of 10% for the
quarter ended 31 December 2014, according to a latest report from IDC. A total of 0.94 million
tablets were shipped in the Q3, 2014 as compared to 0.86 million at a 9 per cent growth over
the Q2, 2014.
Tablet market in India declined by over 32 percent to 0.78 million units in January-March 2014
as it continued to struggle to attract buyers on account of rising popularity of phablets

Tablets in india
Rs. 3,999-6,999 is the most popular price bracket for tablets in the
market.
more than 80% of our FY15 sales came from first-time buyers.
There is some cannibalization of the tablet market because of larger
form-factor devices, but in India, we see substantial growth potential in
the Rs. 3,999-6,999 bracket. In this segment, we have seen people
preferring tablets over the large-screen phones.
In 2012-13, Wi-Fi tablets were very popular, but due to the prices of
2G/3G modules coming down, the market has shifted predominantly to
calling tablets with SIM slots. Today, 85-90% of Swipe portfolio
comprises of calling tablets,
2015- iBall, whichstarted selling tablets in 2011, has overtaken the
Korean giantto become Indias largest tablet vendor
advent of phablets, low WiFi penetration and lower propensity to buy an
additional 3G data plan for tablet has slowed down consumer uptake in
tablet segment

 Globally, too,
shipments and sales of tablets have been tepid . Thats
partly because people dont tend to buy new ones as
frequently assmartphones. Also,the tablet segment
faces a tough competition from both smartphones and
laptops.
Tablet users spent 50% of their screen time on
entertainment pastimes like games, movies and
listening to music. Owners of tablets spend about a
quarter of their screen time on communication
activities such as email and visiting social media sites,
15% creating content such as videos or blogs, and 9%
finding information.

 It also found that tablet users continue to use their devices primarily in the
evening, between 7pm and 10pm. This suggests the use of tablets as
companions to television viewing and other living-room activities
research also showed that consumers had become less concerned in the last few
years about brand names when choosing a tablet, and more interested in price
and quality.
According to research conducted by Gartner, tablet users spend 50 percent of
their screen time on entertainment activities such as gaming, reading or listening
to music and only 15 percent of their tablet time on productive activities such as
writing or editing video. Moreover, the study suggests that tablets are
predominantly used in the evening, i.e. at home, where they serve as a living
room companion during leisure time
In an attempt to digitize its dining experience, a newly-opened McDonalds in
Hampton Roads, Virginia will now offer customers complimentary use ofApple
iPads installed at various booths of its retail store. The iPads will be held up on
white stands, one of which holds two devices back-to-back, so diners can check
their Facebook profiles, play games, and even shop online while theyre
munching away at their favorite fast food item.

 Worldwide tablet market share by screen size band

2011:< 8: 27% ;8 11: 73% ;11+: 0%
2013:< 8: 55% ;8 11: 44% ;11+: 1%
2014:< 8: 51%;8 11: 47% ;11+: 2% (proj.)
2018:< 8: 45% ;8 11: 49% ;11+: 7% (proj.)
Source: IDC, May 2014
Lowering the cost of owning a tablet has helped increase sales overall.
Worldwide average selling price for tablets
2013:$381
Variation vs. 2012: -10.8%
Market share (based on sales to end users) by manufacturer in 2013
Apple:36%
Samsung: 19.1%
Asus: 5.6%
Amazon: 4.8%
Lenovo: 3.3%
Others: 31%

 Tablet entertainment (12 to 64 year olds)

Likely to use as primary entertainment platform: 52%
Likely to use in front of the television: 57%
(source:Frank N. Magid Associates, October 2013)
Tablet commerce
Worldwide online purchases from tablets, including
travel and food services
2014: $76 billion (proj.)
(source:Forrester, May 2014)
2012: $5.1 billion
2013:$28.7 billion
(source:Javelin Strategy & Research, Feb. 2014)

We can see from the above chart

that theres a clear tendency for
tablet users to be older than
smartphone users. In this case the
difference averages 4 years.

Its clear to see why tablets beat smartphones

for evening usage; the primary thing people
are doing in the evening is playing games.
Consumers spend 71% more of their time
playing games on tablets than on
smartphones.With their larger screens, tablets
provide the better gaming user experience.
Consumers spend more time using tablets for
media and entertainment whereas
smartphones are predominantly being used for
communication and task-oriented activities.

when we check the engagement

metrics, tablets win hands down. This
stands to reason when people are
using tablets for higher media
consumption like gaming. Smartphones
still have the highest frequency of use,
with people dipping into their mobile
apps throughout the day. As mobiles
are the device most people have with
them all the time we would expect it to
be the most frequently used

Tablets are seen as more

entertainment devices;
68% of tablet users
reported that their tablet
is for entertainment,
regardless of location. As
well, 77% of respondents
reported interacting with
ads on their tablet, while
only 53% of users engage
with ads on their
smartphone. tablet may
not be fully mobile, its
trending toward becoming
tablet owners preferred
method of accessing
content

Of those consumers who owned a smartphone, nearly three quarters

(73%) also owned a tablet, as shown in the chart. The most
noticeable differences reported in time spent on both smartphones
and tablets are when comparing consumers aged 18-24 with all
other age categories. Across the board, consumers with an income
of 25k spend significantly more time on their mobile devices than
those reporting higher incomes.

Male consumers use smartphones

at a significantly higher frequency
for getting news alerts than female
consumers (72% vs. 54%); when
comparing daily usage of their
smartphones, younger consumers
aged 18-34 will listen to music 19%
more often when compared to total
consumers (65% vs. 46%) and

While we dont see a significant difference in usage across the

board when comparing tablet usage of consumers aged 18-24
against all other categories, we do see a significant difference in
the average amount of time they spent on their smartphones vs. all
other age groups

 Internet vs Retail store As the number of people using the internet is increasing, the internet markets
are growing and changing the game of retail. The big advantage of online market is being able to
compare price within the variety of products range. On the other hand in retail store customers have
chance to physically feel the product and try it for a while as opposed to just watching it virtually
over the internet.
In Russia, people still prefer to go the store and check the product in reality before making the
buying decision. Many of them like to check the product first in the internet then visit store and try
the product to check out how it feels.

 More people now watch TV and

movies on tablets in their
bedrooms than they watch them
on TVs.In other words, bedroom TV
viewing is moving rapidly to tablets
People who own tablets watch
more TV and movies than those
who don't own
tablets(convenience and control)

Segmentation of tablets

Nabi, a company focused on making tablets for kids of different

ages, sold nearly 2m units in the US in the holiday quarter of 2013
according to our estimates. Not bad for a specialized product. But
perhaps the most interesting example of this segmentation
opportunity is what NVIDIAis doing with their newly announced
SHIELDtablet(gaming tablet)
The early success of Amazons Kindle Fire offers further evidence
that the door is open to iPad competitors that can offer attractive

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