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Rogers Tablet Touchpoint 2010

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Rogers-led survey on the attitudes, behaviours and impacts of tablet use in Canada. Presented December 3, 2010 at Rogers TabLife TO in downtown Toronto. Learn more at http://tablife.ca and http://redboard.rogers.com.
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Page 1: Rogers Tablet Touchpoint 2010
Page 2: Rogers Tablet Touchpoint 2010

ROGERS TABLET TOUCHPOINT 2010:Attitudes, Behaviours & Impacts of Tablets use in Canada

Page 3: Rogers Tablet Touchpoint 2010

- 3 -

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

Page 4: Rogers Tablet Touchpoint 2010

- 4 -

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

Page 5: Rogers Tablet Touchpoint 2010

- 5 -

Technology ownership among respondents

Page 6: Rogers Tablet Touchpoint 2010

- 6 -

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

Page 7: Rogers Tablet Touchpoint 2010

- 7 -

Tablet Owners (n=150)

Page 8: Rogers Tablet Touchpoint 2010

- 8 -

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

Page 9: Rogers Tablet Touchpoint 2010

- 9 -

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

Page 10: Rogers Tablet Touchpoint 2010

- 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

Page 11: Rogers Tablet Touchpoint 2010

- 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

Page 12: Rogers Tablet Touchpoint 2010

- 12 -

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

Page 13: Rogers Tablet Touchpoint 2010

- 13 -

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

Page 14: Rogers Tablet Touchpoint 2010

- 14 -

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

Page 15: Rogers Tablet Touchpoint 2010

- 15 -

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

Page 16: Rogers Tablet Touchpoint 2010

- 16 -

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

Page 17: Rogers Tablet Touchpoint 2010

- 17 -

Non Tablet Owners (n=500)

Page 18: Rogers Tablet Touchpoint 2010

- 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

Page 19: Rogers Tablet Touchpoint 2010

- 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

Page 20: Rogers Tablet Touchpoint 2010

- 20 -

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)

Page 21: Rogers Tablet Touchpoint 2010

- 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%

Page 22: Rogers Tablet Touchpoint 2010

- 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


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