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


Agenda:

Market snapshot

Demographic breakouts

Disruption to the device ecosystem

Effect on mobile commerce

Implications for marketers

Twitter – #eMwebinar


Market Snapshot


By 2017, over half of the UK population

will be tablet users



The UK will pass the US as the global

leader in tablet penetration


Despite an expected dip in sales,

the UK tablet market remains strong


Apple is losing tablet market share in the

UK to competitors



There are

some new

kids on the

block—

and they’re

different

things to

different

people


Inexpensive often

means ‘cheap’


Demographic

Breakouts


Strongest UK tablet growth is coming

from the youngest and oldest age groups



Among digital devices used by UK kids,

tablets stack up well


When it

comes to

kids’ tablet

activities,

the byword

is ‘fun,’ and

gaming is

particularly

popular


UK kids are turning to tablets regularly


Seniors overindex for tablet use in

relation to the UK population as a whole

Total UK

population

52.7%

Total UK

population

80.9%


Twice as many UK seniors prefer tablets

over smartphones for social media use



The gender balance among UK tablet

owners has swung in favour of women


For UK mothers in particular,

technology is chiefly an enabler


Female

tablet

owners in

the UK

turn to

those

devices

more

commonly

than male

tablet

owners do

for a number

of activities


Disrupting the

Device Ecosystem


Tablets and

TV: a little

perspective

is needed


Tablet-based on-demand TV viewing is

on the up, but is still a minority usage


‘Supplementary’ tablet use is on the

rise, though


In-home use

is still most

common,

but tablets

are

increasingly

being used

‘on the go’


Tablets are winning out when it comes

to visual, immersive experiences


Effect on

Mobile Commerce


In terms of mobile commerce, tablets

are getting more and more relevant



Tablets are clearly preferred over

smartphones for browsing and buying


UK holiday sales via tablet outshone

smartphone sales by two to one in 2013


Tablets will

account for

almost

75% of UK

retail

mcommerce

in 2017


The UK

leads in

Western

Europe

when it

comes to

browsing

and buying

on tablets


Implications


UK retailers

are out of

step and

failing to

keep up

with tablet

commerce

trends


Tablets cannot be seen as just another

part of mobile


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



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

Learn more about digital marketing with an

eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

UK Mobile Gaming: Rising Participation and Purchasing

Rates Show Play Can Pay

Western Europe Internet Users and Usage: Mobile

Devices Transform Consumer Habits

UK Seniors: Digital on Their Own Terms

UK Retail Ecommerce: Q4 2013 Forecast and

Comparative Estimates

UK Mobile and Tablet Users: Q3 2013 Forecast and

Comparative Estimates

To learn more: www.emarketer.com/products

800-405-0844 or [email protected]

emarketer webinar: uk tablet usage—keeping up with consumers

Technology