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This report is based on our worldwide survey of 43& 134 tablet users across 17 countries conducted in June and July 2013. Despite expectations, the connectable tablet market (tablets with an embedded 3G or 4G modem) is fairly large, representing 47% of our panel. However, less than half of those respondents actually used this feature, highlighting simultaneously the opportunity and challenge that this market represents for operators.

Table Of Contents

The Tablet survey worldwide 2013: devices, data plans and connectivity - current usage, future intentions
Table of contents

5. Executive summary
6. About this report
7. Executive summary [1]: The tablet market still presents significant opportunities for operators
8. Executive summary [2]: Despite wide adoption, sales volumes are set to decline because of longer-than-expected replacement rates

9. Recommendations
10. Recommendations [1]: tablet distribution strategies
11. Recommendations [2]: maximising connectivity attachment rates
12. Recommendations [3]: Tablet mobile data tariffs are usually inadequate; operators must better understand users' connectivity needs

13. Introducing the tablet consumer
14. Students and the over-45 age group are tablet user niches worth considering
15. Outlook: lower cost barriers are reducing the average age of tablet users
16. Affordability also drives tablet sales among lower-income groups and
non-workers
17. Amazon has the most varied customer group in terms of age; the iPad is not as popular as Samsung tablets among younger respondents

18. Tablet distribution channels and ownership trends
19. Friends and family are the largest distributors of tablets among respondents, corresponding to 39% of all tablets currently in use
20. Operator presence is stronger in Asia-Pacific and the Middle East; while less-expensive tablets boost gifting in developed countries
21. Operators have the most influence among 25-34-year-olds; nearly a third of 18-24-year-olds obtained their tablet as a gift
22. Families are the main source of tablets acquired free of charge, creating opportunities for family tariff plans and marketing campaigns
23. Tablets are shared devices: less than half of respondents are the sole user of the tablet to which they have access
24. Replacement cycles for tablets may be longer than anticipated, despite increasing affordability
25. Low replacement rates in developed markets will slow down tablet sales significantly in the short-to-mid term
26. Financing plans and subsidies have the least impact on the purchasing decision, but affordability remains key

27. Maximising tablet connectivity
28. 47% of respondents have a 3G/4G connectable tablet, but only half of them actually use this feature
29. More-mature markets have a smaller percentage of connected tablet adoption, despite higher overall tablet penetration
30. Wi-Fi availability and mobile data prices are the two main reasons for respondents not connecting their tablet to the cellular network
31. Mobility drives demand for connectivity, but the lack of network coverage and high mobile data prices can be major inhibitors in some countries
32. 28% of respondents never use their tablet at home, and 32% use it only at home, illustrating divergent needs and use cases
33. Local commuting is not necessarily the only driver for cellular connectivity
34. More than half of Amazon tablets and Apple iPad Mini tablets in our panel were Wi-Fi-only
35. Connectivity costs dwarf hardware costs for low-end tablets, negatively impacting sales of connected tablets

36. Mobile data spend and business models
37. Tablet tariffs are similarly structured to smartphone tariffs, but differences in usage patterns and sales channels could also suit other approaches
38. The majority of tablet SIM users are on contracts, but 39% of these users have no long-term contract commitments
39. 38% of tablet respondents with a 3G/4G connected tablet obtained their SIM bundled with their device
40. Longer contracts are more likely to be sold at the device point of sale with a bundled SIM, showing the need for operator influence in sales channels
41. More than half of tablet respondents with a data plan have a data allowance of 3GB or more per month

42. Methodology
43. Methodology

44. About the authors and Analysys Mason
45. About the authors
46. About Analysys Mason
47. Research from Analysys Mason
48. Consulting from Analysys Mason



List of figures

Figure 1: Geographical coverage and key topics in this survey
Figure 2: Relationship between tablet 3G/4G connectivity and tablet user mobility, by country
Figure 3: New tablet sales in relation to expected replacement rates, by country
Figure 4: Respondents by age group
Figure 5: Respondents by income group
Figure 6: Respondents by employment status
Figure 7: Respondents by age group and percentage of respondents who are male, by device ownership duration
Figure 8: Respondents by income group and device ownership duration
Figure 9: Respondents by employment status and device ownership duration
Figure 10: Respondents by age group and device manufacturer
Figure 11: Respondents by retail channel
Figure 12: Respondents by retail channel and age group
Figure 13: Tablet origin for respondents who do not own the tablet to which they have access
Figure 14: Tablet origin for respondents who obtained their tablet as a gift
Figure 15: Tablet access sharing by retail channel
Figure 16: Intention to buy a tablet
Figure 17: Self-reported expected device replacement cycle
Figure 18: New tablet sales in relation to expected replacement rates, by country
Figure 19: Key factors in the decision to purchase the next tablet
Figure 20: Tablet respondents by type of connectivity
Figure 21: Tablet respondents by type of connectivity, by country
Figure 22: Respondents' reasons for not using cellular connectivity
Figure 23: Relationship between tablet 3G/4G connectivity and tablet user mobility
Figure 24: Respondents by tablet usage location
Figure 25: Out-of-home tablet use, by region
Figure 26: Respondents' tablet connectivity while on the move, by country
Figure 27: Respondents' tablet connectivity by device manufacturer or type
Figure 28: Kindle Fire HDX total cost of ownership with LTE on ATandamp;T, by data allowance
Figure 29: Tablet mobile data payment model structure
Figure 30: Respondents who use 3G/4G on their tablet, by payment model
Figure 31: Respondents with a tablet data plan, by type of contract
Figure 32: 3G/4G connected tablet respondents by type of SIM deal
Figure 33: 3G/4G connected tablet respondents' type of SIM deals, by ownership duration
Figure 34: Respondents with a tablet data plan by type of contract, SIM-only and bundled SIM deals
Figure 35: Respondents with a mobile data plan by data allowance
Figure 36: Respondents with a mobile data plan by OS and data allowance

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