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ROGERS TABLET TOUCHPOINT 2010:Attitudes, Behaviours & Impacts of Tablets use in Canada
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Introduction
• This presentation is based on an online survey among current tablet device users (n=150) and non-users (n=500).
• The margin of error on a random probability sample of 650 would be +/- 3.8 percentage points, 19 times out of 20 (95%)
• The sample for this study is national English Canada.
• The objective of this research was to provide some clear insights into the attitudes and behaviours of tablet users and non-users. Specific areas of exploration included (but were not limited to):
• Impact of tablet ownership on online behaviour (including online spending);
• Attitudes towards tablets on a range of issues;
• Purchase intent for tablet devices (including timing of purchase);
• Barriers against and reasons for purchasing a tablet; and
• Some key demographics.
• This survey was conducted by The Strategic Counsel for Rogers
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Executive Summary
• Tablet usage is still found primarily among early adopters (who also own many other tech products versus non tablet users)
but it seems poised to rapidly become more mainstream over the next 12 months
• Tablets are changing the ways in which users access the Internet and their online behaviour
• Tablet users are making purchases online with their devices, and are highly interested in other potential features such as home automation
• Apple dominates the field at this point (not surprisingly), but that will likely change as new products are rolled out by other providers
• While understanding the true benefits of a tablet is clearly experiential, tablets are seen to be a transformative technology among the majority of non-users (as opposed to a fad)
• Familiarity with tablets among non-owners is high
• Intent to acquire a tablet is also high among non-owners – particularly in the upcoming holiday season/over the next 12 months
• Cost concerns and a perceived lack of need are the strongest barriers against tablet acquisition among non-owners
• Access to enhanced content and a greater understanding of how a tablet can be used/will impact online experiences serve to offset these barriers
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Technology ownership among respondents
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Q. Which of the following do you currently own?Base: All respondents
Tablet OwnersAVG Excluding Tablets - 5
100
92
88
68
56
47
45
43
34
0
0% 20% 40% 60% 80% 100% 120%
Tablet Non-OwnersAVG Excluding Tablets - 3
0
69
71
59
13
14
13
8
14
2
0%20%40%60%80%
Specific Technology Owned- Current tablet owners hold significantly more technology than non-
owners
A tablet device
A desktop at home
A laptop
Non-smartphone
iPhone
Blackberry
A netbook
Mobile Internet
Other Smartphone
None
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Tablet Owners (n=150)
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Q. What type of tablet device do you currently own?Base: Tablet owners (n=150)
83
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
iPad
Other
Type of Tablet Device Owned- Currently, the Apple iPad dominates the tablet market
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Q. Since acquiring your tablet device, which of the following statements most accurately describes the time you spend using it? Base: Tablet owners (n=150)
Since acquiring tablet device…
31
363839
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
No change in online time sinceacquiring table
More time on tablet, less onhome computer
More time on tablet, less onlaptop/mobile Internet
More time on tablet, less onsmartphone/cellphone
Impact of Tablet Device on Online Habits via Other Devices- Tablet usage is clearly impacting the use of other online devices
- 10 -
37
37
32
30
28
29
13
39
35
37
28
29
23
19
18
18
23
32
25
33
13
1
3
3
4
9
7
19
4
7
5
6
9
8
37
My Tablet device allows me to better enjoy myfavourite books, movies, music and other content
My Tablet device allows me to better enjoy myfavourite apps and games
My Tablet device provides me with a better mobileweb surfing experience
My Tablet device allows me to be more connected tofamily and friends
My tablet allows me to create art, produce music anddo writing
My Tablet device enables me to be more productivewith work tasks
I don't really see the benefits from my Tablet device
Agree Strongly Agree Somewhat Neutral Disagree Somewhat Disagree Strongly
Q. Please indicate your level of agreement with the following statements about tablet devices Base: Tablet owners (n=150)
58
Strongly/ Somewhat
Agree%
52
76
72
32
General Attitudes Towards Tablet Devices Among Tablet Owners- Usage benefits of tablets are clearly experiential, and centre largely
on content
69
57
- 11 -
40
35
33
24
39
43
39
33
17
15
18
17
6
5
7
17
3
3
9
They're ultra-portable and connected - their sizeallows me to access Internet content in ways I couldn't
before
They're simple - tablets do some things very well, butdon't try to do everything on them
They're personal - larger, touchscreens give a moreintimate experience compared to devices with
keyboards or remote controls
They're affordable - tablets don't come at the highprice point that TVs and laptops do
Agree Strongly Agree Somewhat Neutral Disagree Somewhat Disagree Strongly
Q. What tablet features do you feel distinguishes from other products? Please indicate your level of agreement with the following statements about tablet devices.
Base: Tablet owners (n=150)
78
Strongly/ Somewhat
Agree%
72
79
57
Attitudes Towards Specific Tablet Features/Benefits- Portability, simplicity of use and personalization are key benefits to
users
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Q. How often do you use your table to do work tasks? Base: Tablet owners (n=150)
Tablet device for work purpose
9
21
33
37
0%
5%
10%
15%
20%
25%
30%
35%
40%
Always - it is primarily a workdevice for me
Often - use it regularly for worktasks
Sometimes - check email andstay in touch
Never
Frequency of Using Tablet Device for Work Purposes- 30% of tablet users currently use their device regularly for work
purposes
30% regular work use
63% at least occasional work use
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Q. Has your online spending changed now that you have a tablet? Would you say you are…Base: Tablet owners (n=150)
Online spending since acquiring tablet
1
57
25
17
0%
10%
20%
30%
40%
50%
60%
Spending much lessonline now
Spending a little lessonline now
Spending has stayed thesame
Spending a little moreonline now
Spending a lot moreonline now
Impact of Tablet Device on Online Spending- Tablet usage is having an impact on online spending
42% Spending more
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Q. Have you purchased anything using your tablet in the past six months? Q. What have you purchased on your tablet in the past 6 months?Base: Tablet owners (n=150)
Have Purchased Online With
Tablet %
Applications 71
Books 64
Music 55
Movies 52
Clothes 49
Magazine Subscription 42
Travel 42
55
Purchases Made
No, 54%
Yes, 46%
Online Purchases With Tablet
Online Purchases With Tablet Device- Applications and content are the main items purchased for and
through tablet devices
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30
29
31
28
22
23
18
39
33
27
30
23
21
25
15
19
15
22
28
17
17
8
6
10
10
11
20
15
8
13
16
11
15
18
25
Agree Strongly Agree Somewhat Neutral
Disagree Somewhat Disagree Strongly
Q. Please indicate your level of agreement with the following statements about tablet devices using the scale provided below Base: Tablet owners (n=150)
45
Strongly/ Somewhat
Agree%
69
62
58
43
Attitudes Towards Tablet Usage- Tablet usage is impacting online behaviour and the use of other
devices
58
44
A tablet is so convenient and easy to use, I take it everywhere
I’m online much more at home with my tablet because I can carry it with me from room to room
My tablet is usually the first device I turn on in the morning
I use my laptop much less often now that I have my tablet
The way I interact with the internet has changed completely since I got my tablet
I would rather give up my laptop or desktop PC than my tablet
I will give a tablet device to someone else as a gift this holiday season or for a birthday or some other special occasion
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Q. How interested would you be in using your tablets to automate some of the basic services in your home – change the temperature, turn on the lights, access content on your TV, etc.?
Base: Tablet owners (n=150)
Interest in home automation
66
11
30
47
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Not at all interestedNot very interestedNeither interested noruninterested
Somewhat interestedVery interested
Interest in Home Automation Via a Tablet Device- Tablet users exhibit a high degree of interest in home automation through their device
77% Interest
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Non Tablet Owners (n=500)
- 18 -
Q. How familiar are you with tablet devices like the iPad? Base: Non-tablet owners (n=500)
Familiarity
3
13
19
42
22
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Don't know/not sureNot at all familiar (I knowwhat they are but I don't
know anything aboutthem)
Not too familiar (I'd haveto learn a lot beforemaking a purchase
decision)
Somewhat familiar (I'dneed to find out more
before making apurchase decision)
Very familiar (I knowenough about them to
make an informedpurchase decision)
Familiarity with Tablet Devices- Stated familiarity with tablets among non-users is high
64% Familiar
- 19 -
22
20
17
13
12
11
31
31
32
33
27
24
27
29
30
34
33
35
11
12
13
12
17
20
10
9
8
8
11
11
A Tablet device would allow me tobetter enjoy my favourite books,movies, music and other content
A Tablet device would allow me tobetter enjoy my favourite apps
and games
A Tablet device would provide mewith a better mobile web surfing
experience
A Tablet would allow me to createart, produce music and do writing
A Tablet device would allow me tobe more connected to family and
friends
A Tablet device would enable meto be more productive with work
tasks
Agree Strongly Agree Somewhat Neutral Disagree Somewhat Disagree Strongly
Q. Please indicate your level of agreement with the following statements about tablet devices (i.e., like the iPad or Blackberry Playbook).Base: Non-tablet owners (n=500)
39
Strongly/ Somewhat
Agree%
35
53
49
51
General Attitudes Towards Tablet Devices Among Tablet Non-Owners- Agreement with experiential measures about tablets is lower among
non-owners
46
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Tablets: Transformational Devices versus A Fad That Will Not Be Widely Adopted- The majority of non-users see tablets as transformative technology
Tablets will transform the way we live, 59%
Tablets are just a fad and won't be widely used in
the long-run, 41%
Q. Which of the following statements do you agree with most?1.) Tablets will transform the way we live, work or play by delivering better and more exciting experiences than are available on other mobile
devices (e.g., laptops, netbooks or smartphones) 2.) Tablets are just a fad and won’t be widely used in the long run. Base: Non-tablet owners (n=500)
- 21 -
Q. How likely are you to purchase a tablet device at some point in the future? Q. If you were to purchase a tablet device, when do you think you would be most likely to do so? Base: Non-tablet owners (n=500)
Those at All Likely to Purchase
Tablet %
This coming holiday 6
Within 6 months 11
Within 1 year 25
At some point in future 47
Don’t know 13
Tablet purchase timing
Might/might not, 32%
Definitely will not, 9%
Probably will, 25%
Definitely will, 11%
Probably will not, 23%
Tablet purchase intent
Likelihood of Purchasing Tablet Device in The Future- Intent to purchase a tablet is high, with 42% intending to buy within
the next year
42%
- 22 -
Q. If you do buy a tablet device, who will you most likely purchase it for?Base: Non-tablet owners (n=500)
Projected consumer
24410
22
78
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
OtherFriends My ParentsMy Child (children)My Spouse orPartner
Myself
Purchasing target for tablet