CEA Research Summit: CE, Retailing, Tablet PC Survey Stats
• 12 percent of U.S. households (about 14.3 million) plan to buy a tablet this year – almost the same number as will buy a desktop computer.
• One in three households that owns a tablet expects to buy another tablet in the next year.
• 47 percent of those surveyed say they ‘Never’ plan to buy a tablet. “That number is expected to decrease as tablets become more familiar and entrenched,” said Ely.
• Six in 10 households with children under 18 will buy a tablet in the next two years, and more than half in the 45-to-55-year-old age group intend to buy a tablet.
• The “sweet spot” price point for a tablet is $328, with the highly acceptable range running from $301 to $444.
• Tablets are currently primarily used for web browsing, email checking, video watching and book or periodical reading – consumption versus creation. But that should change, as tablets make their way into enterprise applications in business and education.
• Reasons most cited for purchase include ease of portability, travel appropriateness, apps accessibility, and a liking for the brand or manufacturer. Only 26 percent said tablets were bought as a replacement computer.
Arnold said this indicates “they are not necessarily cannibalizing other products; they’re bought as an additive.” Supporting this assumption is data revealing that four in 10 tablet owners expect to buy a laptop in the next two years and 40 percent of them intend to buy a desktop computer in the next two years. “This gives credence to tablet owners being PC enthusiasts,” he said.