The convenience and mobility benefits afforded by tablet computers are showing no signs of slowing interest after record unit shipments and revenues were reported by device vendors in 2012.
In 2013, approximately 150 million tablets (up 38% year-over-year) are forecasted to ship globally worth an estimated $64 billion (up 28% from 2012) in potential end-user revenues, according to market intelligence firm ABI Research.
Apple shipped 60 percent of total
So far, Apple has reigned since the introduction of its iPad in 2010, though Samsung and others continue to erode its early success.
About 60% of last year’s tablet shipments used Apple’s iOS operating system software while 37% were based on Google’s Android OS (or development forks of Android, such as found on Amazon’s Kindle Fire slates).
The remaining 3% OS share consisted of Windows (Windows 7, 8, or RT), BlackBerry Tablet OS, and unidentified OS implementations.
Tide turning toward Android
“The tide is definitely turning toward Android-based tablets, though Apple will not slouch as it feels the competition approaching,” says mobile devices senior practice director Jeff Orr.
“The iPad mini was a timely introduction in 2012, though ABI Research remains cautious about the bottom line impact this is having for Apple.
Here at the TechJournal, we think the late Steve Jobs was wrong when he said tablets needed those 10-inch screens. The 7-inch models are much handier and with the exception of all those regular sized iPad sales, we think they’ll dominate the market.
Personally, while we enjoy our Kindle Fire, we are waiting to see what Google offers in its upcoming new Nexus 7 tablet release expected in July. We suspect Apple will release an updated iPad mini in the not too distant future as well.
We’ve said it before and we’ll say it again: what will make tablets even more useful, salable and dominant is better voice control – something Apple’s Siri and the dictation features on the Nexus are approaching. Better accuracy and true dictation ability are crucial to easy control of these devices without a keyboard.
The first quarter of 2013 should be the first time where production was able to meet market demand and a better sense of how much 9.7” iPad volume has switched to the smaller, lower-cost mini will be understood.”
Samsung could challenge Apple
The next opportunity is for a vendor challenger to break away from the pack and move closer to Apple. Most would consider Samsung the likely pursuer, though the company was mired in legal proceedings during much of 2012.
The success Samsung has seen during the past year with smartphones, Android OS, and the Galaxy Note II is expected to migrate across to tablets in 2013.
“A well-executed Samsung tablet strategy could double the company’s market share this year,” adds Orr.
Unfortunately, there are few “fast followers” capable of emulating the ownership of technology that Samsung has, suggesting that more innovation is necessary within the Android OS that pulls tablet OEMs closer to Apple.
Mobile apps now represent 84 percent of traffic, up from 45 percent two years ago, according to March MobileSTAT from Jumptap.
Two factors contribute to this rise: consumer preference for speed and browse-ability of apps, and the explosion of apps available. The time consumers spend with apps each day has already surpassed the time they spend with PCs online.
As a result, advertisers are shifting budgets to play catch up to consumers who have already dramatically shifted their content consumption to mobile.
“Consumer mobile media consumption has increased across the board, and with the rise of tablet ownership, we’ll see time spent continue to grow,” said Matt Duffy, VP of Marketing at Jumptap. “The next step for advertisers is to ensure that they are delivering a holistic message, regardless of medium, and targeting audiences with relevant messaging from screen to screen.”
March MobileSTAT Findings:
Galaxy Tab Shines; Kindle Fire Loses Glow: Data from the Jumptap network show that iPad still sits atop the tablet market with 57 percent share. While Apple won’t lose its top position anytime soon, Jumptap predicts that Samsung – with 16 percent share – will narrow the gap this year, riding the success of its Galaxy line.
Amazon Kindle Fire, which has lost some of its share since it burst onto the scene, will continue to struggle against the iPad mini and other mini-tablet competitors.
Advertisers looking to reach consumers as they multi-screen during the NCAA tourney and other events should include Samsung and Amazon tablets in the mix, which represent one-third of the U.S. tablet audience.
College Basketball Fans MAD for iPod Touch: Although iPhone is the number one smartphone among U.S. mobile customers, the top devices of choice for March Madness fans are the iPod Touch (12 percent of mobile traffic) and Samsung Galaxy 3 (9 percent of mobile traffic). Leveraging data from third-party partners in its Audience+ Insights Platform, Jumptap finds that March Madness fans skew slightly younger and less affluent than the overall mobile population – characteristics that are consistent with the demographics of iPod Touch users. Advertisers looking to reach March Madness spectators should include the iPod Touch and Samsung Galaxy S 3 in their media mix this season.
March Madness Campaign Slam Dunk for National Food Chain: In 2012, a national restaurant chain tasked Jumptap to help it engage with college students and drive foot traffic to key store locations during the NCAA tournament. By leveraging Jumptap’s third-party data targeting, the campaign saw spikes during key points early in the tournament, and had an overall click-through rate of 160 percent above industry benchmarks.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 46 billion impressions, 171 million U.S. users and 51,000 apps and websites. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efﬁcient Jumptap technology. To download the full Jumptap MobileSTAT, click here.
Twenty-seven percent of Americans say they will spend less on gifts this holiday period, but around the same number (32%) will direct more of their present-buying dollars to Amazon, although more than three-quarters also expect to shop in a brick and mortar store. So says QuickSurveys.com.
The survey did uncover a few surprises: Amazon’s new Kindle tablet is running neck and neck with the iPad Mini as a planned purchase, and teachers rate lower than garbage men on gift lists.
Facebook plays a bigger role as inspiration for gifts than Pinterest, and might be even more important going forward.
Big-spenders will drive an expected holiday boost for Amazon, with 27% of people earning over $150,000 a year saying they will spend more on Amazon.
Viewpoints, a consumer reviews and product rankings website targeted primarily at women, recruited the writers to review “the world’s most advanced eReader” for Viewpoints and their own websites.
The bloggers praised the Kindle Paperwhite’s battery life, book selection, readability and design, while also noting drawbacks.
We like these blogger review sites. They’re more reliable than reviews on say Amazon itself or those on many retail sites.
Kathy Zucker is founder of Metro Moms Network, based in Hoboken, New Jersey, hard-hit by Hurricane Sandy: “I didn’t expect to conduct the majority of my testing under disaster conditions … 1 week without power during Hurricane Sandy + extensive reading = 50% battery life. It outlasted all my other devices, even the ones with backup batteries.”
After a month, none of the bloggers has yet re-charged the eReader, and for that reason, they highly recommend the Paperwhite for family vacations (it stores 1,100 books) or for any reader who travels regularly.
The bloggers were just as impressed by Amazon’s book selection, with some titles free. Sheila Hill, who blogs about motherhood at Pieces of a Mom, found a title on the Paperwhite she couldn’t find on her Nook. “Let’s be honest. Nothing compares to the vast Amazon library. I was surprised at the number of children’s books that were available.”
The Paperwhite display reduces glare in direct sun and allows reading in total darkness.
“My husband is an “early to bed, early to rise” sorta guy; I’m a “night owl.” I’ve always loved the ritual of reading a book before I fade out to dreamland, but I hated to turn on a light when the hubster was already sleeping. Enter Kindle Paperwhite, problem solved! Happy ritual restored!” says Jill Nystul of One Good Thing by Jillee, whose colorful site shares helpful, “how to” information.
In fact, all eight blogs give high marks to the Paperwhite’s readability. Parenting expert Lian Dolan of the Chaos Chronicles notes, “… if you love to read on the run, in the carpool line while waiting, on the sidelines during kids’ practice, this is a good little device.”
Another exclusive feature of the Kindle Paperwhite is “Whispersync,” which synchronizes your last page location, bookmarks, and annotations across all your devices.
Money-saving mom Sarah Mock, of How I Pinch a Penny, likes this convenience. “This was great because I could be reading a book on my kindle app on my iPad and then when I plugged in the iPad to charge at night I grabbed the Kindle Paperwhite and took it to bed with me. I was able to open to the page I had just left off on the other device.”
And because the Paperwhite is so small and thin (6.7″ x 4.6″ x .36″), the bloggers liked the fact they could throw it in their “mom bag” along with their cell phone and go.
Randi Chapnik Myers and Mara Shapiro blog about teen issues at momfaze. Mara likes the “X-ray” feature that gives character profiles, historical references, places or topics of interest and more. “If you’re like me and have trouble keeping track of characters, this is for you. Time to read lets you see how much longer you’ve got till you finish the chapter, or book. It adjusts to your reading speed,” which she adds is “both neat and creepy.”
Touchscreen gets mixed reviews
For anyone trying to be the perfect parent, Amy Bradley-Hole of Freaky Perfect knows the feeling. She describes her “love-hate” relationship with the Paperwhite.
“I found myself poking the screen pretty hard in order to get it to respond sometimes. Losing all the external buttons and the keyboard makes this Kindle a much lighter and smaller device, but I’d gladly trade that to have my buttons back because they actually worked.”
Kindle fan Marci Rich, who is The Midlife Second Wife, considers the touchscreen an upgrade. “Reading with the Paperwhite is, I imagine, like driving James Bond’s Aston Martin DB5. Reading with my old Kindle is like driving the first car I ever owned: my grandfather’s 1964 Chevrolet Biscayne. The differences are that substantial … The button keyboard on my old Kindle feels incredibly clunky to me now.”
Personally, here at the TechJournal, we’re still perfectly content with our original third generation Kindle eReader, despite its lack of some of these more advanced features. We’ve had it three years (although Amazon replaced one that died, free, even though it was out of warranty). We’re also still content with our original Kindle Fire.
The Paperwhite as a gift
While it’s not perfect, at $119 (Wi-Fi, with ad display) the Paperwhite does several things well. Who would love it?
Phil Schiller showing the new iPad Mini at Apple’s launch event this week.
Apple may have another hit on its hands with the iPad Mini when the new 7.9 inch tablet becomes available for pre-orders today. Bizrate Insights says 15 percent of online buyers across its network plan to purchase it pretty much immediately.
Haley Silver, vice president of Bizrate Insights says, “For context, we saw a lower number in 2011 around the introduction of the iPad 2—with the same top reason cited for not purchasing. These numbers today would indicate that Apple has another huge hit on its hands.”
The top reason cited for not purchasing is a lack of a defined need, as reported by over 39 percent of respondents.
Is the price right?
Introduced this week, the iPad Mini will be available for pre-orders starting today. It features a slightly larger screen than other one-hand tablets, includes the popular Siri voice personal assistant and dictation, front and rear cameras, and access to the massive number of apps available in the iTunes store.
It is priced at $320 for the least expensive model, which some believe may be too high to compete with the $199 tablets available from Amazon and Google. Here’s a CNET review comparing the iPad Mini to the Google Nexus and Amazon Kindle Fire HD.
It has been a long time since we were tempted to buy an Apple product, because for all their beauty and innovative design, we generally find them over-priced.
The iPad Mini temps us, though, primarily because the ability to do many tasks using Siri or dictation instead of a virtual keyboard is what we think will really make tablets more productive and less just media consumption devices.
The Google Nexus also offers a dictation feature, and we have been tempted to try that, as well. But we’re also interested in dipping back into the Apple ecosystem. We even considered buying one of the new iPod touch models, but at nearly $300 for a smaller screen and fewer features than the iPad Mini, we’re not sure that’s such a good deal.
A Kindle Fire tablet computer
We love our Kindle Fire, which we bought soon after its launch, but it is primarily a media and entertainment device.
It’s great for media snacking via apps such as Pulse and Flipbook, watching videos, reading books and magazines from our digital Amazon purchases, or playing a quick game of Angry Birds or working a chess problem. But even typing in passwords via a virtual keyboard is a pain.
But we have no interest at all in the new Kindle Fire HD.
Apps are a main reason to buy Apple
Also, many apps still do not run as well on Android as on the Apple iOS and some just do not work right at all on my Kindle Fire. Access to the Apple app store is not a minor reason for buying at least one Apple touchscreen product.
While we are often early adopters when we decide to try a new device or technology, we may wait for the actual hands-on reviews to come out before actually buying that iPad Mini, if we do.
Nearly 2 in 5 U.S. tablet owners read newspapers and/or magazines on their device in August, with 1 in 10 reading publications almost daily, according to digital measurement firm comScore.
Not only that, the demographics of people reading their magazines and newspapers on tablets should appeal to advertisers – they’re highly skewed, at least right now, toward affluent, younger adult users.
Analysis of readership activities across platforms revealed that Kindle Fire users displayed the strongest propensity for reading newspapers and magazines on their device.
Shifting to digital
Personally, we read several magazines and papers on our Kindle Fire. Despite some who think the 7-inch screen is too small, magazines such as Vanity Fair look great on the device – and often even more impressive on larger tablets. We’ve shifted several of our magazine subscriptions to all digital, eliminating those piles of old magazines yet retaining the digital ones for those articles we mean to get to later.
“Tablets are fundamentally redefining how people consume news and information, with the format more conducive to reading longer form content than PCs or smartphones,” said Mark Donovan, comScore SVP of Mobile.
“In the case of online newspapers, tablets are now driving 7 percent of total page views, an impressive figure considering the relative infancy of the tablet space.
Publishers that understand how these devices are shifting consumption dynamics will be best positioned to leverage this platform to not only drive incremental engagement among current subscribers but also attract new readers.”
1 in 10 Tablet Owners Read Newspapers and Magazines Almost Daily on their Device
In the three-month average period ending August 2012, 37.1 percent of tablet owners read a newspaper on their device at least once during the month, with 11.5 percent of tablet owners reading newspapers almost every day. Kindle Fire users demonstrated the greatest tendency to read newspapers, with 39.2 percent doing so in August, slightly edging out iPad at 38.3 percent. NOOK Tablet owners boasted the greatest percentage of high-frequency newspaper readers with 13.4 percent doing so on a near daily basis.
Magazines/periodicals showed even higher readership rates than newspapers with 39.6 percent of tablet owners reading magazines on their device during the month. Kindle Fire owners once again showed the highest readership rate at 43.9 percent, followed by iPad users at 40.3 percent.
Newspaper and Magazine Readership Analysis Across Tablets* 3 month avg. ending Aug. 2012 Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+ Source: comScore TabLens
% Share of Total Audience
Total Tablet Audience: 13+ yrs old
Almost every day
At least once each week
Once to three times throughout the month
Ever in month
Read magazines or periodicals
Almost every day
At least once each week
Once to three times throughout the month
Ever in month
*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition. **For this analysis, Kindle Fire and NOOK Tablet were excluded from the Android tablet total.
On-Device Readership Driven by Consumers Age 25-44
Analysis into readership demographics revealed that newspaper and magazine tablet audiences closely resembled one another in gender, age and household income distribution.
Across both newspapers and magazines, readers were significantly more likely to be male. Newspaper audiences were 17 percent more likely to be male compared to an average tablet owner (index of 117), while magazine audiences were 11 percent more likely to be male (index of 111).
That most readers are more likely male seems a bit surprising, although perhaps not, since males are more often early adopters of technology.
People between the ages of 25-34 represented the highest share of readers, accounting for 27.4 percent of newspaper consumers and 28.2 percent of magazine/periodical consumers, while people age 35-44 accounted for 1 in 5 readers in both categories.
More than half of readers had a household income of $75k or greater, while those in the highest income segment of $100k or greater skewed most heavily toward readership.
Demographic Analysis:Newspaper and Magazine Readership on Tablets* 3 month avg. ending Aug. 2012 Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+ Source: comScore TabLens
Read magazines or periodicals
% of Audience
Composition Index of Audience**
% of Audience
Composition Index of Audience**
Total Audience: 13+ yrs old
$25k to <$50k
$50k to <$75k
$75k to <$100k
*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition. **Index = % of Audience Segment/% of Total Tablet Audience x 100; Index of 100 indicates average representation
Are you using a tablet regularly? If so, you have probably already noticed that while they make it easier to do your media snacking while leaning back in your armchair, on the couch, or out and about, they can also be uncomfortable to use for long periods.
Personally, I prefer the smaller 7-inch tablets over the larger ones, but both can be hard on your hands, neck, and eyes if you neglect to use a stand or case. Ergonomics is as important for tablet use as for working on a desktop PC.
I’ve tried a variety of stands and cases for my Kindle Fire (first generation 7-inch tablet). A Targus Lap Lounge stand seemed a good idea, but after I used it for about a month, it broke and no longer holds a raised position. Due to really poor design, it is impossible to fix. I still use it by placing a book under the raised stand, but it isn’t as useful as when it worked properly.
A little human engineering could improve many products, but why companies make screws inaccessible on devices, as on the Targus, baffles me. But then, years ago I wrote an article for OMNI magazine in which a human engineering specialist told me that most control rooms in nuclear power plants looked as if someone had taken a box of controls, dials, and switches, thrown them against the wall and placed them where they landed.
I also use one of the common leatherette cases that fold out to provide a stand, but because they only work horizontally, I don’t use that as much. Recently I bought a metal stand for about $5 at a Roses’ store that works fine on a desk or other surface.
Mostly, though, I still use the device by holding it in my hands or on my lap, and that just isn’t always good. I do use a stylus rather than my fingers most of the time, but even that causes some odd hand strain now and then.
Here’s an infographic on how to use your tablet without causing undue strain to your eyes, hands, and neck. - Allan Maurer
The Galaxy-Note-10.1 comes with a stylus, but not everyone likes the idea.
Could including a stylus with the Galaxy Note 10.1 help or hinder its sales prospects?
We frequently use a stylus rather than our fingers on touchscreen devices, including when using our Kindle Fire tablet. Among other things, it reduces the need to clean fingerprints from the screen and makes playing games easier.
But many people don’t like the idea of using a stylus with tablets, according to a new poll.
One of the leading coupon code websites in the US has conducted a survey of 2,003 American adults, aged 21-35, in a bid to discover more about their tablet preferences and whether or not they feel that a stylus would enhance the tablet experience or hinder it, following the announcement that the new Samsung Galaxy Note 10.1 will have one. All respondents were tablet owners.
The survey, conducted by www.CouponCodes4u.com, formed part of the research of consumers and their tablet purchases. Respondents were initially asked what type of tablet they currently owned, with 61% saying ‘iPad’, 33% stating they owned an Android tablet, such as a Samsung Galaxy Note, and 4% of respondents saying they had a BlackBerry Playbook.
Respondents were then asked if they used their tablet for personal or work related tasks, or both, to which 51% replied that they used their tablets solely for work, while 38% of respondents said they used their tablet for both work and personal tasks and 11% said they used it solely for personal tasks or pleasure.
Half said they would not buy a tablet with a stylus
When asked whether or not they would buy a tablet if it included a stylus, 53% of respondents said “no”, while 41% said “yes” and 6% said it depended on if it was vital the stylus was to be used.
Respondents who had said that they would not purchase a tablet with an added stylus attachment were asked to explain their reasons why. 67% of respondents that were against the stylus add-on said that the stylus was “completely unnecessary”, while 31% said they made the tablet “look outdated” and 22% feared they would lose a stylus.
You can buy them inexpensively
Tablet stylus pens are inexpensive.
We don’t care, ourselves, how we look using a stylus if it gets the job done. You can buy three on Amazon for less than $1.50, so losing them isn’t much of a problem.
We bought extras and stashed them in our tablet carrying case, the tablet case, and even gave one away. If you do buy them, don’t bother with the more expensive ones. We see no real difference between those and the cheapest.
What is a stylus good for?
Those who said that they were interested in the stylus-add on were asked why, with 67% of respondents claiming that it would be helpful for lengthy typing and 12% liking the idea of being able to imitate pen and paper. 16% felt a stylus would help with Repetitive Strain Injuries associated with tablet devices.
Interestingly, when asked if they would be interested in purchasing the Samsung Galaxy Note 10.1, only 31% of current Android tablet users said they would.
We’re not particularly interested in it, either. We tested an earlier Galaxy tablet and found the 10-inch size not particularly to our liking. We’re actually more interested in giving Google’s 7-in Nexus a try, although we may wait and see what Apple comes up with in the way of a mini-iPad.
Mark Pearson, chairman of CouponCodes4u.com, said, “Following the release of the Samsung Galaxy Note 10.1, with added stylus pen, we were intrigued to discover what consumers thought of this latest addition to the tablet market. Not surprisingly, the majority of Americans were turned off by the idea and even went as far as to say they were completely unnecessary.”
Editorial comments by Techjournal Editor Allan Maurer
The Apple and Android operating systems continue to rule the mobile universe with others such as RIM, Windows and Symbian managing less than 3 percent market share. Kindle Fire sales leveled off since its introduction and Apple’s iPad rules the tablet market.
And adding third party data targeting to mobile ad campaigns results in significant uplift in click-through rates (CTR), ROI and other performance metrics, all according to the newly released July MobileSTAT, from Jumptap, a targeted mobile advertising firm.
In a study comparing Q2 vertical campaigns with third party data against campaigns in the same time period without added third party data, Jumptap found that mobile campaigns using third party data achieved a double-digit CTR uplift.
Advertisers are tuning in to those high success rates with increasing mobile media spending. As of July, greater than 50 percent of Jumptap campaigns included data targeting, a 500 percent increase since January.
Of course, in terms of third party apps, Jumptap has a direct interest.
“Since Jumptap introduced third party data partnerships into mobile just over a year ago, more and more of our current and new advertisers have leveraged the offerings to drive engagement,” said Paran Johar, Chief Marketing Officer, Jumptap.
“Campaigns with third party data targeting see higher click-through rates (CTR) and ROI regardless of advertising category.”
Additional July MobileSTAT Findings:
Android, iOS Still Rule Smartphone OS Market Share: July data from the Jumptap network show that Android and iOS make up 92 percent of the mobile OS market.
Meanwhile, RIM continues to lose ground, shrinking to a six percent share. Symbian and Windows make up less than three percent of the market share, supporting previous Jumptap analysis that Windows will have a tough time competing with iOS and Android.
iPad Continues Its Reign Over Tablet Landscape: On the Jumptap network, Apple’s iPad continues to hold the majority of the tablet market share at 59 percent, while Amazon’s Kindle Fire and Samsung’s Galaxy Tab follow further behind with 25 percent and 10 percent market share, respectively.
The growth of Amazon’s Kindle Fire has leveled off since its November 2011 release and has dropped in market share since January, despite maintaining the number two spot on the Jumptap network. If rumors of new Amazon Kindles and Apple iPads are true, expect to see more change in the flourishing tablet market.
CPG and Auto Top Vertical in Mobile Ad Spend: Based on Q1 and Q2 data, both the Auto and Consumer Product Goods (CPG) industries are the highest spenders on the Jumptap network. Other top spending verticals include Consumer Electronics, Finance, QSR, Retail and Travel.
iPod Touch User Vs. iPhone User: Two Apple Devices, Two Different Audiences: Based on Jumptap network data, the characteristics of iPod Touch users are quite different than those of iPhone users. iPod Touch users tend to skew female (60 percent) and be 24 years old or younger (53 percent), while iPhone users are more likely to be male (54 percent) and older than 24 (59 percent).
Both iPod Touch and iPhone users count social networking and gaming as top mobile functions; however, iPod Touch users are more likely to text while iPhone users are more likely to visit Entertainment and News mobile sites and apps. Advertisers looking to target a younger, social audience may find success advertising on the iPhone Touch.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 20 billion impressions, 107 million U.S. users and 25,000 apps and websites. To download the full Jumptap MobileSTAT, click here.
Google was probably wise to enter the tablet market at the $200 price point. Consumers are not willing to pay nearly as much for an Android tablet as they would for an iPad, says a new report, “The Apple Premium,” from iGR.
The report quantified the dollar amount that might compel an individual to switch from intending to purchase an Apple iPad to another, competing tablet. iGR found that a competing tablet would have to be significantly less expensive than the baseline $499 iPad 2. iGR called this price difference the “Apple Premium.”
In May, iGR found that the cheaper Android products do appear to be making a dent in the market. The “Apple Premium” dropped 5 percent — consumers are not willing to pay quite as much of a premium for an iPad. However, there is good news for Apple: consumers are willing to pay 52 percent more, on average, for an iPad than for an Android-based tablet.
“Although there is a slight decrease in this Apple Premium from the same study in late 2011, it is still a very significant difference,” said Iain Gillott, president and founder of iGR, a market research consultancy focused on the wireless and mobile industry.
“Our research shows that consumers are still willing to pay more for an Apple iPad than for competing Android tablets, despite the introduction of new models. While the ‘Apple Premium’ has dropped, it is clear that Apple still commands a significant price advantage in the market.”
Personally, we’re pleased with our 7-inch Kindle Fire, although the new Google Nexus 7 has features it lacks – a microphone, dictation, and a user-facing camera, as well as more processing juice. A new Kindle Fire model is likely to come out by mid-fall reports say.
Apple itself may be developing a “Mini iPad,” but some commentators say they’ll believe that when they see it.
Despite the late Steve Jobs’ belief that 7-inch tablets didn’t have big enough screens, we like them better than the 10-inch models we tested.
We admit, however to a bit of lust for the iPad 3 with its dictation feature and ultra high screen resolution.–Allan Maurer
The technology habits of America’s Baby Boomers have gained a lot of attention, but much of the literature focuses on what they do and not why they do it.
A recent Pew Research study confirmed that older Americans have warmly embraced the Internet, social networking and especially email. The insight missing, until now, is how companies should position themselves to attract this growing group to their products and services.
Research by Perion Network Ltd. (NASDAQ:PERI), a developer of software tailored for 40+ Second Wave Adopters (SWAs) of technology, shows that older Americans have a cautious approach to technology but they still embrace it.
Decisions based on practical impact
Rather than engaging with technology because it is new or exciting, they base their technology decisions on the practical impact it will have on their lives.
Though 88.5% of the Americans over 45 surveyed consider themselves slow to adopt technology, 84.8% adopt a new technology when it fits their current lifestyle, 89% will use new technology if it’s better than what they use today, and 79.2% find technology fun and enjoy new gadgets.
By comparison, Internet penetration in the US is only 78.3% according to the International Telecommunications Union.
The results from February 2012 focus on the 2,963 American respondents who are users of Perion’s IncrediMail email client and over 45 years of age.
Thirty-seven percent of respondents were male and 14% were between 45 and 54 with the remainder over 55. Using a widely recognized classification question,3 only 11% of respondents were classified as “Early Adopters,” leaving 89% as “Second Wave Adopters.”
Key ot understanding older tech users
The large sample size enabled the study to delve further into the sub-groups of older technology users and their psychological profiles than most previously published research studies.
Key to understanding the segment is the recognition that SWAs over 45 do not fear technology, but they need to be a little more convinced to use it than others. Surprisingly, 76% said that technology was fun; not a term usually associated with technology amongst SWAs.
Technology usage was not seen as incompatible with friends even amongst older SWAs. Only 50% of respondents felt that greater usage of technology has hurt social interactions, and 89% said that they were good at keeping in touch with friends.
While tablet penetration is still most common amongst Early Adopters, it is clear that SWAs have begun to embrace the devices.
As more SWAs become convinced that tablets will enhance their current lifestyles, the tipping point will be reached for adoption amongst this group. As they embrace tablets, they will seek services and products that cater to their particular needs.
“Tablets are easy to use and functional, so Boomers, who are traditionally later adopters of technology, are amongst the early users,” according to Adam Goodvach, Director of Customer Insights.
An 80-year-old friend of this baby boomer TechJournal editor played solitaire on our Kindle Fire tablet and now owns one her daughter says she uses all the time. For that matter, we find ourselves using our tablet more and more for comfortable sit back in your seat browsing, playing casual games, and social media sharing.
Important lesson for tech companies
The quick penetration of tablets among Americans 45+ who are Second Wave Adopters provides an important lesson for consumer technology companies.
They are willing to embrace technology if presented with a compelling reason that speaks to their particular circumstances. With over 120 million Americans over 45 years old, consumer technology companies need to reach out and penetrate this market to ensure their own profitability.
We suspect that the introduction of Google’s Nexus 7, an advanced 7-inch tablet, and increasing competition in the 10″ tablet market from the Microsoft Surface and a host of other manufacturers, will continue to make tablets even more convenient and intuitive to use.
Improved voice recognition, navigation, and dictation will make tablets even more consumer friendly to everyone, but particularly to older users who may not have typing skills or technical expertise.
Goodvach said, “Understanding the psychological drivers of these 120 million potential consumer technology users will be key to ensuring uptake for technology companies. If it is pitched the right way, new products and services will be enthusiastically embraced. Keep it fun, simple and supportive of existing lifestyles, and boomers will give it a go.”
Various reports have the iPad garnering 68% of tablet market sales. Those same studies show the iPad’s share of web surfing done on tablets is a whopping 91%.
Staggering statistics. But the iPad also passes the eye test. How many people do you see with iPads at work, home, the coffee shop or other places?
Yet Google’s Nexus 7 tablet introduced this week competes more with the Kindle Fire than the iPad: $199 price range, similar size and weight, both tied to the parent company’s digital multimedia content distribution service (Kindle Fire–Amazon.com, Nexus 7–Google Play).
Microsoft entered the tablet market last week with their Surface tablet. But in typical Microsoft marketing fashion, the release was muddled with pricing and shipping dates unavailable and featured two versions targeting two different markets.
The iPad is the clear tablet market leader without significant competition in sight. Apple dominates the market it created in no small part because the company’s marketing–product development, naming, introduction and rollout, advertising, PR and Social Media–continues to top the competition, even in the post-Jobs era.
While the company’s advertising the past year has not been as memorable as in the past, Apple’s product placement in movies and TV shows makes up for it.
According to Brandchannel, which tracks product appearances, iDevices appeared in more than 40% of the movies that topped the weekly box office, almost twice the penetration of the next highest brands like Dell, Chevy and Ford.
Apple’s focus on stylish, user friendly products and creative marketing continues to be a winning combination. The company’s obsessive attention to detail even included flipping the logo on Mac laptops so passersby (or TV and movie viewers) could see the logo right side up.
Not many companies will have the marketing capabilities and budget that Apple has. But, regardless of resources, you can still develop a marketing culture. First, make it about them, your target customers. Then, work to create what they want and tell them about it in multiple ways with creative and consistent messaging.
It also doesn’t hurt to create a game changing product every couple of years.
David M. Mastovich, MBA is President of MASSolutions, an integrated marketing firm focused on improving the bottom line for clients through creative selling, messaging and PR solutions. He’s also author of “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling.” For more information, go to www.massolutions.biz.
I’ve tried several tablets, including a 10-inch Samsung and an iPad. As elegant and well-designed as the iPad is, like all Apple products, I found the 7-inch Kindle Fire much more to my liking.
While the Kindle Fire lacks a camera and a microphone – its size is perfect for the things I do with a tablet, browsing the web via news reader apps such as Pulse, Flipboard, StumbleUpon and other apps that make it easy. Watching the occasional video. Checking social media or email. And, of course, playing casual games such as Angry Birds.
I actually use it more than I do my regular Kindle keyboard ereader, which is saying something. I still prefer to do long reading sessions on the ereader because its much easier on the eyes than backlit LED screens, but it gets most of its use when I’m involved in a novel such as the last Game of Thrones book or when I’m traveling.
If you have an Amazon account, the ease with which you buy apps and books and media is a real plus. It’s also a pleasure to see how rapidly developers have brought apps I wanted to the device, ranging from games to HBO GO and the aforementioned Flipboard.
When I tried the larger screen tablets, I found them tiring to hold for long periods. Taking photos with them was a pain. I do suspect that the dictation feature on the iPad 4 and voice control of digital devices in general is going to be important in the future.
The Microsoft Surface has not made much of an initial splash so far and Google has a 7-inch tablet in the works. But for right now, the Kindle Fire is shaping up as the iPad’s main competitor.
Statista has compiled this graphic with data from the Online Publishers Association to show that largely due to Kindle Fire sales, the Android operating system is closing the gap on Apple’s iOS. — Allan Maurer
Flipboard, a digital service that lets users select their own news and entertainment sources and presents them as magazine-like pages users flip through, is now available on Android phones, the Nook, and the Kindle Fire.
For the first time Flipboard is available to the hundreds of millions of Android users as a free download in Google Play.
In addition, Flipboard is now available in the Amazon Appstore for Android, the Barnes & Noble NOOK Store and in Samsung Apps. For people in the United States, Flipboard will come pre-installed on the new Samsung Galaxy SIII via leading U.S. carriers.
I downloaded it onto my Kindle Fire last week and have been using it ever since.
Previously, I had been using another news reading app, Pulse, which also allows users to select their digital news and web site sources. It then offers stories from each site or user social network on a Cool Iris-like panel of stories with photos or illustrations. Users tap the story link and get part of it immediately with a link to the orgininal online.
I’ll probably still use Pulse from time to time, but Flipboard’s interface is more elegant and the magazine-like presentation of pages is attractive as well as fun to use. You can choose from topic areas ranging from news and tech to entertainment (among many others) and your own specific choices (mine, for instance, include chess and science fiction).
You can even connect it to your Google+ and Youtube accounts.
Freedom from typing in URLs
The benefit of these digital news reader/magazine services, Flipboard, Pulse, and others, is that it is still largely a pain to type in site urls via digital keyboards. Both Flipboard and Pulse make it easy to browse your topics of interest quickly and easily.
I do nearly all my web browsing on the Kindle Fire via one of those apps.
For me, they’re better than a daily newspaper used to be as a way to get a handle on the news and topics I care about in the morning, or just to kill time waiting for service at a restaurant or waiting for a train or indeed, during travel by car, plane, train or bus.
“People are amazed by all the things they can see on Flipboard, and often the most personal and interesting stories come from friends,” said Mike McCue, CEO of Flipboard.
“Today we have over 2000 featured content partners from around the world and, now with the addition of Google+ and YouTube, we have all of the popular social networks for our readers to sit back and enjoy.
The company is based in Palo Alto, California and backed by legendary investors Kleiner Perkins Caufield & Byer, Index Ventures and Insight Venture Partners.
Independent mobile ad network InMobi says its first North America Tablet Insights Report shows a staggering 88% growth of tablet impressions on its network in the last six months.
That’s consistent with other reports we’re seeing at the TechJournal. People engage more with their tablets than with their smartphones. We’ve also seen reports that conversions are also significantly higher on tablets.
The comprehensive InMobi report, based on data from InMobi’s global network, provides insight to engagement behavior
InMobi reports that tablet impressions have been growing nearly twice as fast as smartphones in North America.
Anne Frisbie, vice president and managing director, North America, InMobi, explains: “Richer web browsing experiences are achieved from the larger screen sizes and the reduced cost of tablet ownership is increasing their popularity.”
She added, “We are seeing smart brands raising the bar for advertising on tablets.”
Android gains market share on iOS
The report finds that Apple clearly dominates, with iOS tablet devices currently commanding 71% of the overall impression share, followed by Android with 29%. However, Apple lost 10.8% of its market share to Android, highlighting the competitiveness of the market.
North America Tablet OS ad impressions
Kindle Fire enters late, and takes second place to iPad
Despite entering much later to the market than many of its competitors, the Amazon Kindle Fire performed second (9.2%) to the Apple iPad (70.8%) in Q1 2012. The Asus Eee Pad sits in third (5.2%) with a positive point change of 2.5% from Q4 2011 to Q12012.
North America Top Performing tablets, total ad impressions
Amazon Kindle Fire
Asus Eee Pad Transformer TF101
Frisbie continued: “As we see the tablet market mature, it’s becoming an increasingly exciting space, with huge benefits for brands that embrace the opportunities.
The nature of the tablet environment allows advertisers to create deep, rich ads that truly engage users and enhance their experiences—a trend that will positively continue in the future.”
Screen size doesn’t always matter when it comes to mobile ad performance, according to Jumptap, a targeted mobile advertising firm. It also found that millennials love their iPads, but boomers go for the Kindle Fire tablets.
Data from the Jumptap network of over 107 million monthly visitors showed that the Amazon Kindle, which measures seven inches in length, had a 1.02% click-through rate (CTR) while the slightly larger, 9.7 inch iPad had a 0.9% click-through rate.
While tablets tend to have higher CTRs than smartphones, screen size isn’t always a predictor. In fact, here at the TechJournal, we have seen several reports that tablets are delivering not more click-throughs, but also higher conversion rates.
Jumptap, however, is seeing data suggesting that it may be features other than just screen size that determine mobile marketing success.
For example, the Samsung Galaxy Tab (0.53%), Note (0.58%), and Galaxy S (0.53%) all had comparable CTRs despite having three very different screen sizes, ranging from 10.1 inches to 3.5 inches.“What makes the mobile market thrive are the various features, functionalities and form factors of each device”
“What makes the mobile market thrive are the various features, functionalities and form factors of each device,” said Paran Johar, Chief Marketing Officer, Jumptap.
“In order to capitalize on that notion and increase campaign CTR, advertisers should build creative that reflects the unique aspects of each device, in accordance with the Mobile Marketing Association and Interactive Advertising Bureau guidelines.”
Additional May MobileSTAT Findings:
Fast Food Weekends: Consumer interest in fast food ads peaks on the weekends, based on analysis of mobile ad campaigns run on the Jumptap network by companies in the QSR (Quick Service Restaurant) industry. QSR ads see CTRs that are 9.9% higher than average on Saturdays and 5.9% higher than average on Sundays. The same ads garner their lowest CTR on Tuesday, which came in 5.7% lower than the average. QSR advertisers looking to maximize CTR should heavy-up on fast food ads throughout the weekend.
Younger Folks Fans of iPads, Boomers Play with Fire: Data from comScore and Jumptap show that ownership of tablets and purchasing on tablets is heaviest among older Millennials – those 25-34 years-old. Millennials as a whole – ages 18-34 – are most likely to use an iPad while Baby Boomers are the heaviest users of the Kindle Fire. Mobile media planner should focus on Amazon’s flagship tablet when looking to target Baby Boomers.
Kentucky Derby Fans Go Mobile: On Kentucky Derby day, mobile traffic around Louisville, KY grew steadily as the day progressed, then spiked in the evening shortly after the race. At the time of the race itself (6:24 PM), there was a brief dip in local traffic, most likely due to fans looking up from their devices to watch the action. This pattern may serve as an example for advertisers planning campaigns around live events: expect a surge in traffic directly following the event itself.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 20 billion impressions, 107 million U.S. users and 25,000 apps and websites.
MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efficient Jumptap technology. To download the full Jumptap MobileSTAT, click here.
Amazon Kindle Fire Doubles its Share of Android Tablet Market in Two Months
A Kindle Fire tablet computer
The Kindle Fire, introduced to the market in November 2011, has seen rapid adoption among buyers of tablets, far ahead of the others, but larger tabs see almost 40 percent more use, according to comScore’s Digital Essentails report.
Within the Android tablet market, Kindle Fire has almost doubled its share in the past two months from 29.4 percent share in December 2011 to 54.4 percent share in February 2012, already establishing itself as the leading Android tablet by a wide margin.
Samsung’s Galaxy Tab family followed with a market share of 15.4 percent in February, followed by the Motorola Xoom with 7.0 percent share. The Asus Transformer and Toshiba AT100 rounded out the top five with 6.3 percent and 5.7 percent market share, respectively.
U.S. Market Share of Android Tablets by Unique Devices Dec-2011, Jan-2012, Feb-2012 Total U.S. Source: comScore Device Essentials*
% Share of Android Tablets
Amazon Kindle Fire
Samsung Galaxy Tab Family
Lenovo IdeaPad Tablet K1
Sony Tablet S
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
Larger Screen Tablets See Higher Level of Content Consumption
Tablet adoption among U.S. consumers continues to climb as more devices appealing to various price and feature preferences are introduced to the market. Screen size is perhaps the most outwardly apparent differentiator between devices, with the market offering consumers a wide variety of options such as the 10″ Apple iPad, 9″ Sony S1, 7″ Amazon Kindle Fire and 5″ Dell Streak.
Analysis of page view consumption by screen size found a strong positive association between screen size and content consumption. Specifically, 10″ tablets have a 39-percent higher consumption rate than 7″ tablets and a 58-percent higher rate than 5″ tablets.
Average Browser Page Views per Tablet Feb-2012 Total U.S. Source: comScore Device Essentials*
Tablet Screen Size
Browser Page Views
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
Although many factors – such as demographics, content availability, connection speed and ease of portability – may influence consumption levels, the results of this analysis highlight important questions for the industry as the tablet space develops.
With the emergence of a growing number of smaller-sized tablet devices, advertisers and publishers will need to understand whether these devices limit the opportunity for advertising compared to their larger-screen counterparts, or if they are able to build incremental reach and engagement by presenting different use cases.
Smartphone Carrier Market Share Shows Variation Across Key States
Among the new capabilities introduced in Device Essentials is the ability to segment data into custom geographies to provide more granular insights into local market device usage. comScore analyzed the share of unique smartphone devices among the top four carriers in the most populous U.S. states and found significant variation between markets.
Looking exclusively at the top four carriers, AT&T accounted for the largest share of unique smartphones in Texas (46.2 percent), California (42.9 percent) and Illinois (42.1 percent), while Verizon claimed the top spot in New York (43.6 percent) and Florida (36.5 percent). The greatest disparity in carrier share between AT&T and Verizon occurred in Texas, where AT&T’s smartphone share was more than double that of Verizon’s share.
Sprint PCS ranked as the third largest smartphone carrier in each of the top five markets, with the carrier owning its highest market share in Illinois at 22.8 percent. T-Mobile USA captured its highest market share in Texas, where the carrier accounted for 11.9 percent of smartphone devices.
U.S. Market Share of Unique Smartphone Devices Among AT&T, Verizon, Sprint and T-Mobile by Top 5 States February 2012 Total U.S. Source: comScore Device Essentials*
% Share of Unique Smartphone Devices by Market
*comScore Device Essentials measures unique devices accessing the web during the time period noted, including home, enterprise and secondary devices across all age groups.
Sometimes you find exactly what you want – even if you didn’t know what it was until you saw it.
I realized soon after I began using my Kindle Fire tablet that I would need some sort of stand for it.
I’m also considering buying a new iPad – and I know I’ll need a stand to use that for any length of time. I tested several of the 10-inch tablets and they’re cumbersome to hold in the hands for any length of time.
So I was browsing the local Tiger Direct and Radio Shack stores when I found the Targus Lap Lounge Stand (on sale with a lot of other stands and tablet cases I looked at – so I got it for $10 off the $39.99 retail price. I will say that the prices on tablet stands and covers seem quite high. I expect we’ll see lots more bargain pricing on them in the future).
Fits multiple tablet sizes
The Lounge stand has an adjustable stand grip that fits tablets from the 7-inch Kindle Fire (0r similarly sized devices) to the 10″ larger tablets. The stand adjusts to the angle most comfortable for a given use – typing or watching video or browsing the web.
As soon as I fitted it to my Kindle Fire and started using it, I knew it was exactly right for the job. I don’t know about you, but most of the time when I use the Kindle Fire or for that matter, my Kindle Wi-fi e-reader, I’m sitting back in a chair, lounging on the couch, or in bed at home.
This Lap Lounge – a fancy name for a lap desk with a bean filled-cushion – could have been a tad wider and I might have chosen black instead of white for the plastic desktop. But it is much handier than something you have to sit on a desk or table top. It has a plastic-lined zippered pocket that includes a cloth handle, a loop for a pen or stylus, and a sturdy construction.
You can hold the tablet firmly in the stand horizontally or vertically.
Lots of other stands are out there, and the Targus Blue Tooth Keyboard stand for the new iPad may be one of my next purchases if I actually buy the Apple tablet. From what I’ve read, the iPads require some protection.
Tests of the new one showed it shattered when dropped from waist height without protection. But I’d want something protective to use when attending events – as well as a stand-alone keyboard, since using a virtual keyboard is not my idea of a good time.
The Lap Lounge was not my first Targus purchase.
A good case
Targus 10.2-inch Citygear case.
I bought my first Targus product, it’s CityGear 10.2 inch netbook case, with multiple pockets front and back and inside, all designed for the types of digital equipment many of us actually carry – cell phone, tablet or notebook computer, mp3 player, small camera, batteries, and so on. It sells for around $34.00. A Google search will turn up any of these products.
It’s an ideal size for carrying your equipment when you’re buzzing around doing chores or when you’re attending events. It’s also tough and shrugs off rough handling while protecting your equipment.
All too often, products we buy seem just a bit inadequate, lack proper human engineering so that ordinary functions are a pain, or look as if they were cobbled together by blind elves.
So, when I find a company making innovative products that have design savvy – besides Apple’s – the company gets a loyal customer.
These Targus products seem to be everywhere. I bought the notebook/tablet sized case at WalMart, the Lap Lounge at Radio Shack, and have seen their products at Best Buy and other retail stores. They’re also sold through many online venues.
Tablets are still gaining traction in the mobile device market, with Apple selling a record 3 million new iPads within days of its launch. Amazon’s Kindle Fire is the online retail giant’s best seller, and a host of new tablet devices are slated for release this year.
While Apple currently dominates the tablet market – we’re about to buy one of the new iPads – it will lose its dominance to Android devices by 2016, according to forecasts by IDC.
Frugal Dad notes that development of mobile apps has created a half million new jobs, but that’s just part of the incredible growth of the “app economy.”
Anyone using a mobile device, smartphone, tablet, or even ultra books and laptops, these days, sees new apps showing up daily to do everything from keep your grocery list to checking local gas prices. Games are a big deal (how many zombie game apps are on the market – that’s a statistic we’d like to see.)
But so are financial calculators, news fetchers, photo apps and hundreds of thousands of others, with more on the way. Personally, we enjoy the Pulse news app, several versions of Angry Birds, and our social media apps on our Kindle Fire tablet. We are occasionally frustrated by an app (the Tumblr app on the Kindle Fire refuses to sign us in). — Allan Maurer
But all in all, mobile apps free us from the PC while keeping us productive and connected in ways never before possible. Frugal Dad created this inforgraphic to provide a statistical look at this radically growing app economy: