Ahead of the launch of the Samsung Galaxy Tab, Kelkoo reveals 54% of consumers would consider buying a tablet PC, with a third (33%) planning to do so in the next six months, and 35% claiming they would ditch laptops in favour of the smaller tablets, such as the Apple iPad
• The Apple iPad ignited the tablet PC market with worldwide sales now estimated at 7.5 million since launch, and predicted to reach 12 million by the end of the year
• The Samsung Galaxy Tab is the first to challenge Apple market dominance, with 15% of consumers already claiming they would purchase a Galaxy Tab over an iPad due to its portability (35%), built-in phone (29%), and ability to play flash files (27%)
• However, iPad expected to remain most popular tablet PC in consumers’ eyes with two thirds (69%) saying they would choose it over a Samsung Galaxy Tab (15%), or the Blackberry Playbook (11%)
• On average, users spend 2.5 hours a day or 67 hours per month on tablet PCs – the majority said they mainly use tablets for browsing the internet (68%), 7% to read e-books and newspapers, and just 4.5% to watch movies and TV
With the Samsung Galaxy Tab available to buy on Monday 1st November, and Apple expected to sell 12 million iPads by the end of the year, there has been extensive speculation about the impact the rise to prevalence of the tablet PC market may have on regular PC and netbook sales in coming years. Global sales of tablet PCs are expected to reach 19.5 million units in 2010 and are expected to rise by a further 181% to 54.8 million units by 2011, according to analyst firm Gartner. New research from Kelkoo, the online shopping comparison website, supports this projection and reveals that over half (54%) of UK consumers would consider buying a tablet computer, of which a third (33%) is planning to do so in the next six months, and with 35% of consumers claiming they would chose to buy a tablet PC over a laptop or netbook.
Although Apple has been credited with reversing the fortunes of the tablet PC market, its market dominance is being challenged for the first time by a series of rivals, including the Samsung Galaxy Tab, which has been hailed as the iPad’s first serious contender and offers additional features such as phone calls, a camera and Adobe flash 10.1. However, the Apple iPad is expected to remain the most popular choice with over two thirds (69%) of consumers opting for the Apple tablet, followed by Samsung’s Galaxy Tab (15%) and Blackberry’s Playbook (11%).
Of those preferring Samsung’s model, over one third (35%) said they would choose the Samsung Galaxy Tab because of its smaller size and greater portability, its increased functionality in the form of its additional capacity as a phone (29%), and the inclusion of Adobe Flash (27%). The Galaxy Tab’s screen measure just 7 inches versus the iPad’s 9.7 inch screen and it is also around half the weight (380g vs. 680g). Of all of those questioned, over one in five (23%) said that phone functionality, and a camera were important elements to include in a tablet PC – all features that Apple’s iPad does not currently offer.
However, when it comes to screen size, 80% of those questioned would prefer a 10 inch screen over a 7 inch one (18%). A finding strongly supported by the Apple boss at its quarterly results announcement, where Steve Jobs heavily criticised the launch of 7 inch tablet PCs, claiming “we think these seven-inch tablets will be dead on arrival. Theyll learn the painful lesson that theyre too small and have to expand them next year.” Jobs added: “The only way they’re going to sell is if they come with sandpaper, because you’re going to have to sand people’s fingers down so they can work it…” He finished by describing them as “…too big to compete with a smartphone and too small to compete with an iPad.”
Features and Functionality
In today’s information-hungry society, the most important tablet PC functionality for UK consumers is access to the internet (84%), followed by emails (65%), and multi-tasking abilities (48%). Over a third (36%) of those questioned also confirmed that having preloaded e-book reader software or newspaper content was an important feature to have on their device. The tablet’s battery life is also an important consideration, with 56% of those questioned wanting at least 10 hours of battery life. The Apple iPad comes out on top for this quality with a longer battery life of 10 hours, compared to The Galaxy Tab’s 7 hours.
Despite consumer purse strings tightening, UK consumers are willing to pay on average £458 for their tablet PC, with more than three quarters (77%) willing to spend up to £500. Almost one in five are prepared to spend between £500 to £700.Those who already own a tablet computer said they spend an average of 2.5 hours a day on the device, with almost half (48%) spending at least 3 hours a day, and 6% spending over 6 hours. When asked about what it is used for most, the majority said for browsing the internet (68%), while 7% said to read e-books and newspapers, and just 4.5% to watch movies and TV.
Bruce Fair, Managing Director of Kelkoo UK, comments: “Tablet computers have gone mainstream and speculation is rife about the impact that tablet market domination may have on the wider PC industry (i.e. desktop, laptop and netbook computers) in the long run, especially in light of the numerous players that have recently announced their entry to market.
“The launch of the new Samsung Galaxy Tab comes hand in hand with Apple’s recent announcement that it has sold 7.5 million iPads since launch. Apple undoubtedly has the ‘Midas touch’ when it comes to transforming the fortunes of consumer tech devices, and as the iPod did with MP3 players, there are already clear signs that the Apple iPad is the dominant player in the burgeoning tablet PC market. Industry experts have already predicted that consumers will buy 21 million iPads by the end of next year and other analysts put the number even higher. Our own research has revealed the power of this emerging market, with over half of consumers in the UK saying they would consider buying a tablet PC, and a third of those, looking to purchase a model within the next 6 months.
“Although responsible for redefining the market, the functionality of the first generation of iPad has its limitations, with competitors promising to deliver better portability and usability. The soon to be available Samsung Galaxy Tab’s use of Android, for example, will enable users to play flash movies, something the Apple iPad doesn’t currently offer. However, unfortunately for Samsung, the ‘Apple factor’ still weighs heavily on gadget lovers’ minds and its slick designs and cool brand image are a tough act to follow.”
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