emarketer webinar: uk tablet usage—keeping up with consumers

©2014 eMarketer Inc.

F E B R U A R Y 2 0 1 4

UK Tablet Usage:

Keeping Up With

the Consumer

Bill Fisher Twitter – #eMwebinar

©2014 eMarketer Inc.

Agenda:

Market snapshot

Demographic breakouts

Disruption to the device ecosystem

Effect on mobile commerce

Implications for marketers

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Market Snapshot

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By 2017, over half of the UK population

will be tablet users

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The UK will pass the US as the global

leader in tablet penetration

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Despite an expected dip in sales,

the UK tablet market remains strong

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Apple is losing tablet market share in the

UK to competitors

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There are

some new

kids on the

block—

and they’re

different

things to

different

people

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Inexpensive often

means ‘cheap’

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Demographic

Breakouts

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Strongest UK tablet growth is coming

from the youngest and oldest age groups

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Among digital devices used by UK kids,

tablets stack up well

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When it

comes to

kids’ tablet

activities,

the byword

is ‘fun,’ and

gaming is

particularly

popular

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UK kids are turning to tablets regularly

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Seniors overindex for tablet use in

relation to the UK population as a whole

Total UK

population

52.7%

Total UK

population

80.9%

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Twice as many UK seniors prefer tablets

over smartphones for social media use

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The gender balance among UK tablet

owners has swung in favour of women

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For UK mothers in particular,

technology is chiefly an enabler

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Female

tablet

owners in

the UK

turn to

those

devices

more

commonly

than male

tablet

owners do

for a number

of activities

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Disrupting the

Device Ecosystem

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Tablets and

TV: a little

perspective

is needed

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Tablet-based on-demand TV viewing is

on the up, but is still a minority usage

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‘Supplementary’ tablet use is on the

rise, though

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In-home use

is still most

common,

but tablets

are

increasingly

being used

‘on the go’

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Tablets are winning out when it comes

to visual, immersive experiences

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Effect on

Mobile Commerce

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In terms of mobile commerce, tablets

are getting more and more relevant

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Tablets are clearly preferred over

smartphones for browsing and buying

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UK holiday sales via tablet outshone

smartphone sales by two to one in 2013

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Tablets will

account for

almost

75% of UK

retail

mcommerce

in 2017

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The UK

leads in

Western

Europe

when it

comes to

browsing

and buying

on tablets

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Implications

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UK retailers

are out of

step and

failing to

keep up

with tablet

commerce

trends

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Tablets cannot be seen as just another

part of mobile

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Key Takeaways

The UK tablet market is still growing fast

Over half the UK population will use a tablet at least monthly by 2017

Level of penetration set to pass the US in 2016

Good, cheap devices are opening the market to many

demographic groups

The youngest and oldest age groups are taking to tablets in large numbers

Take-up among females indicates we’re well past the early adopter phase

Tablet use is pervading the consumer’s device ecosystem

For immersive experiences, tablets are well-liked

For shopping and buying, tablets put the t into commerce

Marketers need to treat tablet users equally

With huge take-up, the tablet experience can’t be just an afterthought

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Q&A Session

UK Tablet Usage: Keeping Up With the

Consumer

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Bill Fisher

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