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US Consumers’ Attitudes and Behaviors Toward the Emerging Tablet Market

NEW YORK Feb. 2, 2011


Tablets have been around for a number of years now. But it was the 2010 launch of Apple’s iPad that drove consumer awareness and demand for tablets. A number of new tablet introductions are slated for the first half of 2011, and Apple’s competition is expected to heat up. Nevertheless, tablets still represent a nascent market, so suppliers and manufacturers will benefit from understanding what US consumers are demanding in the next generation of tablets.

December 2010

In addition, this research includes a worldwide forecast of tablet shipments broken out by six regions.

b>Table of Contents

Executive Summary


Tablet Market Size

US Consumers’ Attitudes and Behaviors

Other CE Devices Currently Owned

Reasons for Not Owning a Tablet

Current Tablet Owners

Future Tablet Purchasers


Technology Adoption Panel

Survey Demographics



Type of CE Product Purchaser

Related In-Stat Reports

List of Tables

Table 1.  Worldwide Unit Shipments of Tablets, by Region, 2009–2014

Table 2.  What Types of Free Applications Have You Downloaded to Your Tablet?

Table 3.  What Types of Free Applications Do You Use Most Often?

Table 4.  What Types of Paid Applications Do You Use Most Often?

List of Figures

Figure 1.  Worldwide Unit Shipments of Tablets, 2009–2014 (Units in Millions)

Figure 2.  Tablet Ownership

Figure 3.  Why Don’t You Own a Tablet?

Figure 4.  What Brand of Tablet Do You Own?

Figure 5.  Where Did You Purchase Your Tablet?

Figure 6.  For What Purposes Do You Use Your Tablet Most Often?

Figure 7.  How Much Did You Pay For Each Individual Paid Application?

Figure 8.  How Many Hours Per Week Do You Use Your Tablet?

Figure 9.  Do You Subscribe to a Cellular Service for Your Tablet?

Figure 10.  Do You Plan to Purchase a Tablet in the Next 12 Months?

Figure 11.  What Brand of Tablet Will You Purchase?

Figure 12.  How Much Are You Willing to Spend for Your Tablet?

Figure 13.  What Size Screen Do You Plan to Purchase?

Figure 14.  For What Purpose Will You Use Your Tablet Most Often?

Figure 15.  What Features Do You Require in Purchasing a New Tablet?

Figure 16.  Gender

Figure 17.  Age

Figure 18.  Type of CE Purchaser

Figure 19.  Top CE Purchase Influencers

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Nicolas Bombourg


[email protected]

US: (805)652-2626

Intl: +1 805-652-2626

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