Making Marketing Sense of the Tablet Landscape

Noah ElkinPrincipal Analyst, eMarketer

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2011: Year of the tablet?

Or…

Year of one tablet?

Want an iPad? Get in line.

Image courtesy of The New Yorker

The iPad owns the tablet market…for now

US will account for the majority of near-term tablet demand

Source: eMarketer, Dec 2010

Apple’s iOS will remain the dominant US smartphone platform in 2011, but Android will pull ahead in 2012

Tablets constitute an additional front in the same OS platform battle

Tablet awareness and purchase intent are healthy, particularly among younger consumers

Tablets have become daily fixtures for many activities

Opportunity for tablets in the enterprise is growing

Source: ChangeWave Research, Dec 2011

Global executives see multiple platform usage as a key trend affecting their business

Agencies see advertising opportunities on a range of smart devices

Tablet owners are more receptive to advertising…

…and open to a range of advertising formats

Richer ads bring high engagement rates

Case Study: Hyundai Equus

Key takeaways Mobile platform competition remains fierce. The US mobile market is shaping up to

be a two-horse race between Apple and Android. Tablets will extend this competition into a new market segment, with BlackBerry, HP and Microsoft as wildcards.

Apple has the upper hand…for the moment. Its chief advantage lies in the strength of its overall offering (brand appeal/breadth of content/iTunes interface/retail presence). But Android is maturing quickly and has strength in numbers.

Leverage the form factor. Smartphones and tablets may run the same OS, but they serve different purposes. Focusing on the distinctions between platforms and form factors will lead to payoffs in user experience.

Thank you

Noah ElkinPrincipal AnalystTwitter: @noahelkinEmail: nelkin@emarketer.com