Mobile Devices

 

iPad and other tablet computers

The share of Web site traffic on tablets grew more than 300% in the past year, according to research by Adobe. Tablets' share of Web site traffic will exceed smartphone traffic by early 2013, reaching 10% of total Web site traffic in 2014. (HOTELMARKETING.COM, September 2012)

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More travellers from China and Brazil than UK and US own tablet devices, according to stats shared by Henry Harteveldt of Atmosphere Research Group at an OpenJaw customer conference in Dublin in May 2012.

Air passengers from the UK, US, Brazil and China were surveyed in the second quarter of 2012 to reveal that while in the US 35% own a tablet, it's 50% of travellers in Brazil and 53% in China.

Stats for mobile ownership among travellers show 78% of travellers in Brazil and 89% in China have a smartphone compared with around 66% for UK and US travellers.

Across all four countries travellers are now spending more time browsing for personal use than watching the television and are interested in carrying out/buying a range of ‘low risk' items including restaurant reservations and booking sightseeing tours via mobile.

Harteveldt used the stats to emphasis the big three travel tech trends that online retailers need to take notice of - mobile, consumer control and big data. The research shows travellers don't think retailers are making the best use of technology to personalise offers to them or improve the overall experience.  (Tnooz, May 2012)

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There will be 375 million tablets purchased globally and 760 million tablets in use by 2016, according to Forrester Research. This growth (from 56 million sold in 2011) represents a 46% compound annual growth rate.

By 2016, a third of tablets will be sold directly to the business. Emerging markets will also contribute greatly to tablet adoption. Forrester believes that these markets will account for 40% of tablets sold in 2016. (Forrester, April 2012)

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Worldwide tablet sales surpassed 16 million units in 2010 and accounted for 5.1% of total PC sales, according to research by Computer Industry Almanac Inc.. In the USA tablet sales accounted for 12% of total PC sales in 2010. The sales growth of pads and tablets will continue and will account for an increasing share of total PCs.

By 2015 the worldwide sales of tablets are projected to reach nearly 36% of total PC sales or 186 million units, which higher than the total worldwide PC sales in 2004. USA tablet sales are forecasted to top 53 million units in 2015 or over 43% of total PC sales.

World tablet sales, 2010-2015:
-  2010: 16 million units (5.1% of total PC sales)
- 2012: 86.6 million units (20.9%)
- 2015: 185.7 million (35.9%)

US tablet sales, 2010-2015;
- 2010: 10.1 million units (12.0% of total US PC sales)
- 2012: 30.6 million units (29.6%)
- 2015: 53.3 million (43.5%)

Much of the growth is coming from the iPad and similar pad and tablet devices, which are included in the total PC figures in this report. Windows 8 which is expected in mid to late 2012 will also be used for tablets and is expect to compete and expand the current tablet market, which are primarily iPads and Android based. (Computer Industry Almanac Inc., January 2012)

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Mobile web browsing on travel sites has increased by almost three quarters in the past six months and now accounts for an average of 17.4% of traffic, according to a research entitled the ‘Beginning of the End of the PC Era?' from web design and digital specialist Nucleus.

The research reveals the growth in traffic from mobile devices in January 2012 compared with August 2011 and shows luxury sites have the highest mobile penetration. The studied carried out on 10 UK and international travel websites also reveals some have witnessed a doubling in mobile web browsing over the six months with the top site generating 24.2% of its traffic from tablets and smartphones.

Apple devices dominate mobile browsing taking an average share of 85.6% of all mobile browsing devices and the figure increases for luxury brand websites. Meanwhile, browsing using an Android device has dropped in the six months although there is evidence to show those devices are being used on mass market travel sites but iOS devices still do better. Only the iPad has increased its share of the mobile web browsing market - up 12% in the past six months. (tnooz, February 2012)

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Tablets are booming, with more than 25 million iPads sold to date and 50 million expected to be sold in 2011. Tablets are taking our entertainment experience in a new direction, and in the next two to five years, the tablet could serve as your universal remote control. All of which means the future of the digital home is already here.

The tablet's sizable screen offers a mobile alternative to watching movies and shows on a traditional TV, and touch capabilities make it the ideal remote for controlling connected TVs and stereos around the house. The tablet's advent has shaped the direction of our industry, and with it "anytime, anywhere" entertainment is now a reality. As a result, how we experience video and music has been change forever. (HOTELMARKETING.COM, July 2011)

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UK-based Ebookers and digital solutions company Fortune Cookie have developed a new iPad app they claim is the first social media travel guide.

The ebookers Explorer application aggregates social media content from around the web to create a dynamic travel magazine, integrating with services such as Flickr, Facebook, YouTube, Google Blogs and Twitter. It also serves relevant hotels from the ebookers inventory.

The new app, set to launch at travel agent consortium Advantage's 2011 conference, is not intended to handle bookings, but rather to help inspire users in the early stages of the travel decision-making cycle. (HOTELMARKETING.COM, May 2011)

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Apple is forecasting 40 million iPads to be shipped in 2011 and there are more new tablets slated for release in the next few months than you can count on the fingers of both hands.

Ipsos have been looking at the US tablet market since the early days of the iPad in Spring 2010, tracking its rise and how it is being used by the earliest adopters. Key findings show that:

- With the tablet entrance price around $500 it is still seen as a luxury item. This is evidenced in the far higher proportion of owners coming from households earning $100,000 or more. It's also something of a young man's game right now, with 45% of owners in the 18 -34 age bracket and almost six in ten being male. Even owners see it as something of a luxury. They may have just spent their hard earned money on a tablet but only one in ten say it's the single device they would keep if they were forced to choose. This puts it behind the laptop (41%) and desktop (20%), and on a par with their smartphone (10%). Despite, or maybe even because of, being seen as a luxury, there's a huge demand for tablets - just over one third of all internet users would like get their hands on one. Even if only a proportion of these follow through on their interest then this will clearly start to bring the profile of owners more in line with the general population. The age profile of tablets will still be skewed towards 18-34s but the gender and income profiles will move closer to the population average.

- It's interesting to look at what the tablet might do to "computer" use. Consumers coming to the tablet market this year are expecting to get a device that is great for social networking, emailing, casual gaming, reading content and viewing video - including movies. They'll use it for finding out information but the general sense is of a content consumption and socializing device, rather than the more "workhorse" laptop or desktop PC. Many of the same activities are also being switched away from the smartphone, again moving across to the tablet. At the same time, the tablet appears to be driving new video consumption occasions over-and-above those which it has simply cannibalized from other devices. This includes more full length TV and movie viewing, further strengthening the tablet's position as a content consumption and socializing device.

(Ipsos, April 2011)

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Apple's flagship tablet accounts for 93% of all tablet sales in the third quarter of 2010, according to research from ABI.

The figures from ABI Research claimed 4.5 million tablets were shipped in the third quarter of 2010, of which 93% of those sales were iPads. (ITPRO, February 2011)

Consumers around the world are increasingly aware of tablets and e-readers and are prepared to buy these devices, especially if prices come down, according to a survey of more than 14,000 consumers in 16 markets, including China, Germany, the UK, and the US.

These findings suggest that the initial consumer interest in these devices, which reached a crescendo in April 2010 with the release of Apple's iPad, remains strong. Apple sold 3 million iPads in the US in the first 80 days after its release and is set to release its new model in March 2011.

This survey confirms that tablets and e-readers are set to rapidly become the next must-have device, according to Dominic Field, a BCG partner and US leader of the firm's media practice.

Two-thirds (67%) of all US consumers were familiar with tablets and e-readers in December 2010, when the survey was conducted, up from 54% in March 2010, when BCG conducted a similar survey. The US findings mirrored those in most other markets. In China, some 73% were familiar with these devices, the highest of any of the markets in the survey. In the UK, the figure was 59%, up 16%, the biggest jump in awareness of any market.

Worldwide, intent to purchase remains strong: 69% of consumers who are already familiar with tablets and e-readers are planning to purchase one of these devices in the next three years, down only slightly from 73% in the March 2010 survey. In the US, 50% of consumers familiar with these devices plan to buy a tablet or an e-reader in the next year, up 3% points since March. (Boston Consulting Group, March 2011)

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Worldwide tablet sales are expected to reach 81.3 million units in 2012, up from 15.7 million in 2010, according to eMarketer. The iPad, which essentially revitalized the category, will remain the market-share leader through the forecast period, with an expected 69% of the global market in 2012, down from 85% in 2010. Consumers in the US will be big drivers of tablet sales, accounting for 62% of all tablets sold in 2010.

Total tablet sales worldwide, 2010-2012 (in units):
- 2010: 15.7 million, of which 13.3 million (or 85%) iPads
- 2011: 43.6 million, of which 34.0 million (78%) iPads
- 2012: 81.3 million, of which 56.1 million ( 69%) iPads

A Nielsen survey noted that iPad users were more likely than users of iPhones and other connected devices to click on ads of various types, including video, text, multimedia and interactive.

Marketers who take the plunge into tablet advertising will be rewarded with an audience that is engaged, predisposed to the "wow" factor and primed to purchase. The demographic profile of a typical tablet user is high-income, 18 to 34 years old, male and more likely than average to respond to an ad by completing a purchase, whether through a tablet app, a website or a phone. (eMarketer, December 2010)

iPad users are more receptive to advertising than users of other connected devices such as rival tablets and smartphones, according to Nielsen Company.

Following a survey of 5,000 users, the audience measurement company concluded iPad owners are more comfortable with receiving advertising, have a higher view of the ads presented to them, and are more likely to make a purchase after viewing an ad when compared with owners of other internet-enabled mobile devices, including iPhones.

In addition, the research found iPad owners expect more from advertiser content, with greater portions reporting they enjoy ads with interactive features, are more likely to look at ads with video content, and find ads on their device "new and interesting." (ClickZ, November 2010)


Last Updated on Tuesday, 30 April 2013 10:46