Tuesday, May 10, 2011
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Tablets Change Media Behavior; iPad Still King

Despite a flood of new competitors this year, the iPad is by far the biggest brand when it comes to tablet computers. Some 82% of consumers who own tablets have an iPad, according to a new survey by Nielsen. Among the rest, 9% have devices falling into the "other" category, 4% have a Samsung Galaxy Tab, 3% have a Dell Streak, and 2% have a Motorola Xoom.

Among other findings, about half of all tablet owners reported being the only ones in their household using their particular tablet. Another 43% said they shared the tablet with others. Eight percent said that while they own a tablet used by other household members, they don't use it themselves.

The research also shows that tablet ownership impacts how people use other devices. As a result of getting a tablet, for instance, 35% said they're using their desktop computer less often or not at all, while 32% are using their laptop less or never. And 27% who also own an e-reader, and 25% who have a portable game console, are picking up those devices less -- or never -- since buying a tablet.

The iPad will gradually lose market share to rivals in the coming years, but the Apple tablet will remain the category leader through 2015, according to a forecast last month from Gartner.

The research firm projects the iPad's commanding market share will fall by nearly half over the next five years to 47%, mainly as a result of Android eating into Apple's lead. The Google platform will more than double its share over the same period to 39%.

That hasn't stopped scores of new tablets from entering the fray, with Research in Motion's PlayBook among the latest contenders. RIM recently ran a home page takeover on NYTimes.com to promote its tablet as part of a new campaign using the tagline "Amateur Hour Is Over." That's a bold statement from a challenger that isn't on the board yet in tablet market share.

(Source: Online Media Daily, 05/05/11)

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