Mobile Life 2012 | Tablets at a glance

©TNS 2012

Tablet at a glance – Sept 2012

Though they are a relatively new format, people are eager to own and interact with tablets, especially in more affluent markets

11

% tablet ownership

6

2

5

2011

2012

©TNS 2012 2

Focus Report – Tablets in the device ecosystem

1 1

Developed Emerging Tier 1 Emerging Tier 2

J2. Device ownership | B1. Device ownership

Base: All respondents 2011:34433 | 2012: 36907

Tablets are most popular amongst countries in Developed Asia, where consumers are very tech-savvy, but interest is also high in some European markets

40

45

50

% Tablet owners % Intend to purchase in next 6 months

0

5

10

15

20

25

30

35

40

©TNS 2012 3

Focus Report – Tablets in the device ecosystem

0

Egypt

Pakis

tan

Uganda

Hungary

India

Turk

ey

Indonesia

Tanzania

Nig

eri

a

Ghana

Port

ugal

Senegal

Czech R

epublic

South

Afr

ica

Kenya

Cote

D’Ivoir

e

Gre

ece

Pola

nd

Thailand

Cam

ero

on

Vie

tnam

Rom

ania

Slo

vakia

Saudi Ara

bia

Russia

Ukra

ine

Arg

entina

Chin

a

Fin

land

Bra

zil

New

Zeala

nd

Colu

mbia

Japan

Denm

ark

Irela

nd

Isra

el

Chile

Mexic

o

UAE

Germ

any

Belg

ium

Fra

nce

UK

USA

Italy

Sw

eden

Taiw

an

Canada

Spain

Kore

a

Mala

ysia

Neth

erl

ands

Austr

alia

Sw

itzerl

and

Norw

ay

Sin

gapore

Hong K

ong

B1. Device ownership | B2. Device likely to buy

Base: All respondents 47577

More affluent markets in Asia, Europe and North America are most likely to prioritize tablets for their next device purchase, whereas laptops and smartphones are still more important to consumers in emerging markets

Tablet Desktop Laptop Netbook Smartphone

Device most likely to buy next

18

6

6

7

16

21

4

5

21

22

Developed

Emerging Tier 1

©TNS 2012 4

Focus Report – Tablets in the device ecosystem

4 14 28 2 17Emerging Tier 2

B3. Device most likely to buy

Base: All respondents likely to make a purchase in next 6 months Developed 12276 | Tier 1 Emerging 8570 | Tier 2 Emerging 5975

38

29

6

16

6

35

27

21

13

11

23

29

27

16

24

And people in different regions want tablets for different purposes

North America Developed Asia Emerging Asia Sub-Saharan Africa

Reasons for wanting to purchase a tablet

25

25

26

9

22

To surf the internet

To use wherever I am

More convenient than a computer

To assist in my work life

To use like a computer 6

3

17

3

27

7

2

8

13

14

12

21

11

14

16

6

19

9

7

7

10

16

10

9

24

23

9

12

8

10

15

9

5

6

3

2

22

15

10

15

5

17

13

12

11

7

3

3

To use like a computer

Bigger screen than a smartphone

To access entertainment features

To read eBooks

To use the latest …

Because it is/will be fun to use

More features than a smartphone

To access apps relevant to me

To help manage my life better

To access social networks

Allows me to connect to friends

More affordable than alternatives

©TNS 2012

1662

5

Focus Report – Tablets in the device ecosystem

In North America, tablets are more for

leisure

In Developed Asia, they are like larger

smartphones

In Emerging Asia, they afford access

to new features and entertainment

In Sub-Saharan Africa, they are a

substitute for other electronic devices

B5b. Reasons for purchasing a tablet next

Base: Tablet intenders North America 454 | Developed Asia 1143 | Emerging Asia 316 | Sub-Saharan Africa 374

0

More affordable than alternatives

To use its digital camera

Tablet owners are especially more concerned about OS stability and consistency across their other devices, as well access to apps

52

49

48

60

55

50

How easy it is to access the Internet

Ability to navigate around the phone

Security of the phone

Important OS factors (to those who cite OS as an important factor when buying a phone)

46

44

38

37

35

30

29

29

25

50

59

51

39

40

39

38

39

41

29

The stability of the system

The range of applications available

How user friendly the messaging is

Screen and menu layout

Flexibility to personalise the phone

The number of free applications available

How easy it is to use the app store

Ability to use multiple functions or apps at the same time

Ability to customise the homescreen

Non-tablet owners

Tablet owners

©TNS 2012 6

Focus Report – Tablets in the device ecosystem

25

23

12

11

29

25

24

12

Ability to customise the homescreen

The preloaded applications that come with the system

Having the same OS as what is on other devices I own

The operating system my friends use

C25. Important OS factors

Base: Tablet owners form whom OS is important 1399

2The role of tablets in consumers’ lives

©TNS 2012 7

In a world where we are each amassing a growing number of personal devices, we are only beginning to carve out a space for tablets

©TNS 2012 8

Focus Report – Tablets in the device ecosystem

24 59 6Global 2011

%

Tablets are increasingly viewed as separate devices from computers and mobile phones, but in China a large proportion of people are buying tablets to take the place of computers

Reasons for buying a tablet (tablet owners and intenders)

18

20

18

13

4

14

40

7

3

11

72

73

70

78

92

72

51

74

61

81

5

1

9

4

2

6

6

8

10

5

Global 2012

Italy

Developed Asia

Europe

North America

Latin America

China

Middle East and …

Sub-Saharan Africa

Emerging Asia

©TNS 2012

11 81 5Emerging Asia

To replace a PC As an additional device To replace a mobile/smartphone

9

Focus Report – Tablets in the device ecosystem

B8. Reason for buying a Tablet

Base: Tablet owners – N America 318 | Europe 1099 | Dev Asia 806 | India 13 | China 204 | Emerg Asia 63 | LatAm 314 | MENA 106 | SSA 59

59

53

36

For email

To access the internet

To listen to music

55

64

44

While tablets are extra leisure devices in North America, in Latin America they have a more business-oriented role, whereas in the Middle East and North Africa people like their social features

61

49

40

North America Latin America Middle East and North AfricaTablet activities

40

38

33

12

23

21

17

24

22

15

To play standalone games

To watch TV or video content

To help organise your life

To assist in my business life

To take photos

To instant message/chat

To edit documents

To synchronise with my computer

For social gaming

To take videos

34

30

11

26

48

46

17

17

17

48

27

24

42

46

21

26

30

25

12

10

©TNS 2012

15

10

14

10

To take videos

To help navigate using GPS

Video calling

To use in work presentations

48

4

32

6

10

Focus Report – Tablets in the device ecosystem

10

23

17

27

B10. Tablet usage

Base: Tablet owners – N America 318 | LatAm 314 | MENA 106

In general, tablets are a device that people use as they are winding down at the end of the day

40

45

50

% of tablet users using tablets to access the internet across the day

5

10

15

20

25

30

35

40

©TNS 2012 11

Focus Report – Tablets in the device ecosystem

0

5

In bed

when I wake up

Early

morning

Commuting Late

morning

Midday Early

afternoon

Late

afternoon

Early

evening

Late

evening

In bed

before I go to sleep

During the

night

Digital Life 2011 - H2. Time of day usage - Tablet

Base: Tablet users 3511

By and large, tablets are devices of leisure and convenience, which people use to connect to the web when they’re traveling or relaxing at home

54

49

36

While travelling

At home

While watching TV

% of tablet users using tablets to access the internet on each occasion

34

32

32

29

27

24

23

23

To find out more about a product advertised elsewhere

While waiting for someone or something

When spending time with friends/family

To find more information about a product in store

On a night out

When reading the newspaper/a magazine

At work, for leisure purposes

When listening to the radio

©TNS 2012 12

Focus Report – Tablets in the device ecosystem

21

21

18

While playing video games on another device

While cooking/in the kitchen

While shopping (not shopping on the internet)

Digital Life 2011 - H3. Internet multi-tasking via tablet

Base: Tablet users 3511

82

Accordingly, wifi is the predominant means by which tablet users connect to the internet; however in emerging markets where wifi is less affordable or readily available, mobile data plans are more widely used

%

Tablet connectivity – globallyTablet connectivity –Developed vs. Emerging markets

3G/4G connectivity gains importance in markets with

66

53

28

23

41

12

22

31

126 5%

75

27

17

9

markets with weaker WiFiinfrastructure

©TNS 2012

Developed Emerging Tier 1 Emerging Tier 2

Via WiFi Via 3G/4G Via cable connection to computer Synced to a smartphone

Focus Report – Tablets in the device ecosystem

13

B11. Tablet internet connection

Base: Tablet owners – Global 2982

Tablets encourage activities that PC users tend to do less often – tap into these needs to engage people

88

76

75

80

80

Email

Personal Interest

Social Networking & Connecting

% of users who access the internet via each device who do activity at least once a week

75

74

72

67

50

49

49

77

78

72

75

64

66

67

Social Networking & Connecting

News, Sports & Weather

Knowledge & Education

Multimedia & Entertainment

Personal Admin

Planning & Organizing

Pre-purchase & Browsing

PC

Tablet

©TNS 2012 14

Focus Report – Tablets in the device ecosystem

44

34

67

56

54

Pre-purchase & Browsing

Online Gaming

Shopping

Digital Life 2011 - H3. Internet multi-tasking via tablet

Base: PC users 70397 | Tablet users 3511

Evernote: providing seamless access across devices to allow users to organise their lives

Evernote is an app that works on iPads and a wide array of mobile

and PC operating systems, allowing people to take notes,

make voice recordings and create

Users can also organize these

make voice recordings and create check-lists

©TNS 2012 15

Users can also organize these items into categories and sync

them across devices, allowing for constant access to their content

Focus Report – Tablets in the device ecosystem

Sotheby’s catalogue app: enabling potential buyers to browse and explore more easily

In order to cater to their high-end buyers, Sotheby’s created an iPad app with auction information, item details and a feature that

allows users to take notes on items and send them via emailthem via email

They also included videos of Sotheby’s

©TNS 2012 16

They also included videos of Sotheby’s specialists commenting on notable pieces, encouraging users to browse, and interact with the catalogue

Focus Report – Tablets in the device ecosystem

About Mobile LifeMobile Life is an annual investigation into the behaviours, motivations and priorities of the world’s mobile phone users. Now in its seventh year, Mobile Life is the most comprehensive view of how the world’s consumers are using their phones today and the opportunities this presents for brands. A set of interactive data visualisations exploring the current – and potential future – use of a range of apps and services is available at www.tnsglobal.com/mobilelife.

For further info, please visit our website www.tnsglobal.com or

www.tnsglobal.com/mobilelife.

Based on 48,000 conversations in 58 countries, Mobile Life is designed to capture the entire population of mobile users in each market and includes: Argentina, Australia, Belgium, Brazil, Cameroon, Canada, Chile, China, Colombia, Cote D’Ivoire, Czech Republic, Denmark, Egypt, Finland, France, Germany, Ghana, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Norway, Pakistan, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Senegal, Singapore, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Tanzania, Thailand, Turkey, UAE, Uganda, UK, Ukraine, USA, Vietnam.

©TNS 2012 17

For further info, please visit our website www.tnsglobal.com or contact

Gabriella Bergaglio – Marketing Manager TNS ItaliaTel. +39.02.27.07.2299 - @:gabriella.bergaglio@tnsglobal.com