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  4. > The Tablet survey in the Middle East and Africa 2013: data plans, ownership and distribution

- This report provides detailed analysis of primary survey research on tablet users in three countries in the Middle East and Africa (MEA). The survey is a subset of the larger survey of more than 43 000 tablet users in 17 countries worldwide, the analysis of which is published in a separate report.
- Saudi Arabia, the UAE and South Africa were selected because their relatively high usage of tablets compared with other countries in the region enabled us to collect sufficient data points for meaningful analysis.
- The survey of more than 3600 individual tablet users in these three countries was conducted in association with On Device Research in June and July 2013, using a questionnaire consisting of 71 questions.
- The survey was conducted on the tablets themselves, enabling us to verify that respondents were active tablet users, and to encourage strong engagement with our questionnaire.
- This report presents the most important survey results in three areas – ownership and purchasing behaviours, distribution channels, and take-up of data plans and bundles – and provides recommendations for mobile operators. The impact of shared ownership and gifting is investigated in detail.

Table Of Contents

The Tablet survey in the Middle East and Africa 2013: data plans, ownership and distribution
Table of contents
5.Executive summary
6.About this report: Analysys Mason's survey of tablet users in Saudi Arabia, the UAE and South Africa - a subset of our worldwide survey
7.Our survey of tablet users in MEA found that most users obtain tablets from non-operator channels, and plan to keep them for less than 2 years
8.Device specifications, connectivity and access to more content are the most-cited important factors affecting tablet purchase decisions
9.Recommendations
10.Recommendations: tablet distribution strategies
11.Recommendations: maximising cellular connectivity take-up
12.Introduction: tablet users in MEA
13.Market context for our tablet survey: key market characteristics of Saudi Arabia, the UAE and South Africa
14.Most panellists are under 34 years old, and 60% of users in South Africa had iPads compared with 50% in Saudi Arabia and the UAE
15.Tablets are becoming increasingly affordable, according to a comparison of recent tablet acquirers with those who have had devices for longer
16.Tablet ownership and distribution channels in MEA
17.Only 57% of tablet users in the three countries purchased their own device; more than half of those were purchased through a mobile operator
18.Males and those aged 25-44 are most likely to make their own tablet purchase, but appealing to other segments is also important
19.Families are most often the source of free tablet distribution, creating opportunities for family tariff plans and marketing campaigns
20.Many tablets are used by more than one person, but sole usage is increasing as tablet sales increase and smaller tablets become available
21.Tablet replacement cycles are expected to be longer in South Africa than in Saudi Arabia and the UAE
22.Device specifications, connectivity and access to more content are most frequently cited factors affecting future tablet purchase decisions
23.More tablet users are influenced by a low price or good deal than are influenced by the ability to buy a tablet on credit
24.Tablet mobile data packages: spend, bundling and preferences
25.58% of our MEA panel had a 3G or 4G connectable tablet, but only 34% of all respondents connected their tablet to a cellular network
26.Tablet connectivity costs are much higher than hardware costs in Saudi Arabia and the UAE, whereas both are more affordable in South Africa
27.Most users of tablets with SIMs have contract data plans, but 41% use prepaid data SIMs in South Africa
28.Most South African respondents with contract data plans have smaller data allowances (2GB or less) than those in Saudi Arabia and the UAE
29.SIMs and tablets are often purchased separately, but 53% of connected 3G or 4G tablets in South Africa are purchased with a bundled SIM
30.45% of those on contract data plans have no long-term commitments to their plans, and 17% are using multi-device plans
31.Bundled SIM/tablet packages are becoming increasingly popular, but countries differ in the split between upfront and ongoing charges
32.Methodology
33.Methodology: Analysys Mason's worldwide tablet user surveyandgt;
34.About the authors and Analysys Mason
35.About the authors
36.Research from Analysys Mason
37.Consulting from Analysys Mason

List of figures

Figure 1: Summary of report coverage
Figure 2: Respondents by retail channel, by country in MEA and worldwide
Figure 3: Percentage of respondents who scored factors as ‘important' or ‘essential' in the purchasing decision for their next tablet, by country, MEA
Figure 4: Respondents with a residential contract tablet data plan, by contract type and country, MEA
Figure 5: Economic and telecoms metrics for the countries covered in this report, 2013 (forecast)
Figure 6: Survey respondents by gender, age group and OS, by country
Figure 7: Income brackets used in the survey to determine the income group of respondents, by country
Figure 8: Respondents by income group and device ownership duration, by country, MEA
Figure 9: Respondents by employment status and device ownership duration, by country, MEA
Figure 10: Tablet respondents by retail channel, by country in MEA and worldwide
Figure 11: Respondents by retail channel and age group, MEA
Figure 12: Age distribution of recipients of tablets obtained as a gift, by country in MEA and worldwide
Figure 13: Tablet origin for respondents who do not own the tablet to which they have access, by country in MEA and worldwide
Figure 14: Tablet origin for respondents who obtained their tablet as a gift, by country in MEA and worldwide
Figure 15: Tablet access sharing by retail channel, MEA
Figure 16: Expected replacement cycle for tablet users, by country in MEA and worldwide
Figure 17: Percentage of respondents who scored factors as ‘important' or ‘essential' in the purchasing decision for their next tablet, by country in MEA and worldwide
Figure 18: Level of importance assigned to obtaining a low price or good deal when purchasing a tablet, by country in MEA
Figure 19: Level of importance assigned to using credit to purchase a tablet, by country in MEA
Figure 20: Tablet respondents by type of connectivity enabled on their device, by country in MEA and by region
Figure 21: Connectivity costs as a percentage of total cost of ownership (TCO) for tablet contract bundles, and indicative TCO of Samsung Galaxy Tab 10.1, by operator and data allowance, selected countries in MEA
Figure 22: Respondents who use 3G/4G on their tablet, by payment model, by country in MEA
Figure 23: Cost per megabyte of Vodacom's prepaid and contract data services, by monthly data cap, South Africa, October 2013
Figure 24: Monthly data allowances for tablet respondents with a mobile data plan, by country in MEA
Figure 25: Respondents with contract data plans, by SIM deal, by country in MEA
Figure 26: Respondents with a residential contract tablet data plan, by contract type, by country in MEA and worldwide
Figure 27: Respondents with a residential contract tablet data plan, by SIM deal and ownership duration, MEA

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