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The Tablet survey worldwide 2013: application usage, spend and multi-device substitution trends

  • February 2014
  • -
  • Analysys Mason
  • -
  • 26 pages

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A mature content ecosystem linked to a strong ecommerce platform is critical to maximise app spend potential.
Tablet sales doubled in 2012, and this device segment represents a significant opportunity for operators to increase mobile data revenue. The wide availability of free apps has helped spur demand for, and usage of, apps on tablets and other devices. However, it also makes it difficult for stakeholders to monetise app usage because consumers are less willing to purchase apps – 44% of respondents in our survey had never bought an app for their handset or their tablet. This report is based on Analysys Mason’s worldwide survey of 43 134 tablet users across 17 countries conducted in June and July 2013.

The report provides detailed insight into the following areas covered in the survey:
app usage and spend by demographic and type of tablet
impact of connectivity on app usage
use of browsing, email, social networking, m-commerce and media apps on tablets by device manufacturer
tablet cannibalisation on smartphones and PCs
app and content consumption and spend by country.

SURVEY DATA COVERAGE
The survey group consisted of 43 134 tablet users across 17 countries, aged 18 and over. Respondents were selected from, and recruited to, On Device Research’s tablet survey panel until nationally representative quotas (set by us) for tablet ownership by gender, age range and the OS of the device were reached. Quotas were designed such that, for each country, we had a sufficient number of respondents of each quota to be demographically representative of a 750-respondent-per-country panel. Respondents were asked to complete a 10-minute questionnaire on the device. Questions took the form of yes/no, multiple choice and simple scales.

GEOGRAPHICAL COVERAGE
Data is provided for the following individual countries:
Brazil
China
France
Germany
Italy
Malaysia
Mexico
Poland
Saudi Arabia
Singapore
South Africa
Spain
Sweden
Turkey
UAE
UK
USA

COMPANY COVERAGE
The following companies are mentioned in this Viewpoint:
Amazon
Apple
Google
Samsung

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