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市場調查報告書

中國平板電腦市場

Tablet Computers - China - November 2014

出版商 Mintel China 商品編碼 335211
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國平板電腦市場 Tablet Computers - China - November 2014
出版日期: 2014年11月30日 內容資訊: 英文
簡介

在2010年後的短期間內、平板電腦2010年到2014年出貨數量年度成長率急速成長達157.3%、在PC市場的整體佔有率也確實的增加。2010年PC出貨量平板僅佔1.4%、2014年預計將達3分之1。其擴大縮小了桌上型電腦與筆記型電腦市場、特別是桌上型電腦更加明顯。

本報告針對今後的平板市場提供預測與平板使用趨勢、軟體、硬體開發以及平板的未來分析。

第1章 介紹

  • 定義
  • 除外因素
  • 調查方法
  • 簡稱

第2章 摘要整理

  • 市場概要
  • 企業與品牌
  • 消費者
  • 消費者分析-擁有平板電腦
  • 消費者分析-平板電腦品牌、價格、畫面尺寸
  • 消費者分析-平板電腦的使用情況
  • 消費者分析-平板電腦品牌與資料來源
  • 消費者分析-選擇平板電腦的重要因素
  • 消費者分析-消費者追求的機能
  • 消費者分析-對平板電腦的想法
  • 消費者分析-分類
  • 主要問題
  • 今後誰將帶領平板市場成長
  • 日常平板的使用
  • 今後軟體、硬體開發中平板的角色
  • 結論

第3章 問題點與觀察

  • 今後誰將帶領平板市場成長
  • 事實
  • 考察
  • 日常平板的使用
  • 事實
  • 考察
  • 今後軟體、硬體開發中平板的角色
  • 事實
  • 考察

第4章 動向應用

  • 完全同步
  • 單一終端的結述
  • 回顧的重要性

第5章 市場規模與預測

  • 主要重點
  • 依然持續急速成長的中國電腦市場
  • 主要成長源自平板
  • 容易購買的平板
  • 市場促進因素
  • 對於可攜帶性的要求提高
  • 娛樂中樞轉向筆記型電腦與桌上型電腦
  • 低價化
  • 平板對4G的連接性很高
  • 不穩定因素
  • 白箱平板的存在
  • 成長阻礙因素
  • 智慧手機的自相殘殺
  • 「認知」設備-獨創性
  • 開發中的健全收益構造
  • 低創新造成未來升級潛力低落
  • 未來發展

第6章 市場佔有率

  • 主要重點
  • PC與行動電話的金三角
  • 獨佔平板市場的Apple
  • 第二名是有明顯落差的Samsung
  • 當地企業低價平板擴大
  • 對高品質中毒的現象讓Apple佔有率更加擴大

第7章 改革者

  • 主要重點
  • Microsoft發表取代筆記型電腦的「laplet 」
  • Asus生產的智慧手機、平板、筆記型電腦產品區隔不清
  • 吸引兒童與年輕人的平板
  • 手勢遙控

第8章 企業與品牌

  • Apple Inc.
  • 最近的開發
  • Samsung Group
  • 最近的開發
  • Microsoft Corporation
  • 最近的開發
  • Lenovo Group Limited
  • 最近的開發
  • Asustek Computer Inc.
  • 最近的開發
  • Xiaomi Inc.
  • 最近的開發
  • 其他小型廠商
  • Shangke Group
  • Onda Technologies, Inc.
  • Shenzhen Alldo Cube Technology and Science Co., Ltd.

第9章 消費者分析-擁有平板電腦

  • 主要重點
  • 高使用率代表擁有比例還有向上的空間
  • 20代未來購買平板的高潛力
  • 高收入、高學歷擁有率也較高
  • 第1級都市擁有率較高

第10章 消費者分析-擁有的平板電腦品牌

  • 主要重點
  • 佔據平板市場的國際品牌
  • 平板代名詞的iPad
  • 國產品牌也有潛力
  • 吸引高收入女性的國際品牌
  • 低層都市間受歡迎的當地品牌

第11章 消費者分析-購買的平板電腦價格

  • 中心價格範圍2,000∼3,999人民幣
  • 建造基本價格的Apple
  • 性別對價格選擇的影響
  • 第2、第3級都市2,000人民幣以下的平板受到歡迎

第12章 消費者分析-購買的平板電腦畫面尺寸

  • 主要重點
  • 大部分平板畫面為10吋以下
  • 主流為7∼7.9、9∼9.9吋
  • 年輕消費者喜歡小畫面
  • 高收入使用者受大畫面吸引

第13章 消費者分析-平板電腦使用情形

  • 主要重點
  • 平板使用者在家中內外皆會使用
  • 平板在戶外有各種使用情形
  • 外出最常被使用的高級平板
  • 高學歷消費者活用空閒時間的需求強烈

第14章 消費者分析-平板電腦與資料來源

  • 主要重點
  • 對產品選擇有極大影響的產品回顧
  • 有孩子的消費者在選擇平板時更為謹慎
  • 口碑影響
  • 透過多管道尋找資訊的高學歷消費者
  • 有魅力的廣告是銷售高級平板的重點
  • 需努力提升品牌忠誠度

第15章 消費者分析-選擇平板電腦時的重要因素

  • 主要重點
  • 快速反應最重要
  • 桌上型電腦、筆記型電腦、平板處理能力的可持續性
  • 高解析度顯示器與輕便對高收入層很重要

第16章 消費者分析-消費者追求的機能

  • 主要重點
  • 同步性高
  • 國際品牌使用者追求軟體提升
  • 因價格不同追求不同平板機能的消費者

第17章 消費者分析-對平板電腦的想法

  • 主要重點
  • 滿足機能與感情的平板
  • 要求更多的高收入層
  • 平板的優點是已經透過智慧手機讓消費者有親近感
  • 年輕人與低所得層認為難以在工作時使用
  • 一半以上的受訪者不打算在新機型販售時升級
  • 國產品牌與國際品牌的競爭機會
  • 20代對品牌的關心較高但因平板種類過多而混亂

第18章 消費者分析-分類

  • 主要重點
  • 消費者分類
  • 專業(19%)
  • 日常娛樂使用者(32%)
  • 尋找契約的使用者(21%)
  • 無動機使用者(28%)
目錄

"Despite only appearing on the market since 2010, tablet computers have grown swiftly at an astonishing rate of 157.3% CAGR in terms of volume between 2010 and 2014. Since 2010 the category has seen constantly growing share of the total PC market . In 2014, tablets are estimated to account for a third of total PC volume share, growing from merely 1.4% in 2010. The expansion is at the expense of both desktops and laptops, with desktops particularly vulnerable.

As the category creator, Apple leads the market in both volume and value terms . Also due to the brand's dominance, the China tablet market is rather concentrated with the top 10 brands occupying over three quarters of market volume share in 2014.

Brands and companies should focus on both functional and emotional benefits demanded by tablet users. It is important to keep tablets equipped with latest technology as well as keeping the devices fashionable to use."

- Can Huang , Senior Research Analyst

This report answers the following key questions:

  • Who will lead the future tablet market growth?
  • Do people need a tablet for everyday use?
  • What does the future hold for tablets in terms of software and hardware development ?

To balance mobility and functionality, tablets, laptops and even smartphones are increasingly converging towards unity. Besides, software development is also crucial to the fate of tablets , as tablets are more of a content-driven modern device.

Table of Contents

1. Introduction

  • Definition
  • Exclusions
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Tablet computer sales and growth rate, by volume, 2009-14 (est)
    • Figure 2: Desktop, laptop and tablet computer sales, by volume share, 2009-14 (est)
  • Companies and brands
    • Figure 3: Three top players in mobile phone, tablet, desktop and laptop markets, by volume share, 2013
    • Figure 4: Top tablet computer companies, by volume share, 2012-14 (est)
  • The consumer
  • The consumer - Ownership of tablet computers
    • Figure 5: Ownership of tablet computers, August 2014
  • The consumer - Brands, price range and screen size of tablet computers
    • Figure 6: Brand of tablet owned by consumers, August 2014
    • Figure 7: Price of tablet owned or have access to, August 2014
    • Figure 8: Screen size range of tablet computers, August 2014
  • The consumer - Usage occasions of tablet computers
    • Figure 9: Usage occasions of tablet computers (out-of-home), August 2014
  • The consumer - Attitudes towards tablet computer brands and information sources
    • Figure 10: Attitudes towards tablet computer brands and information sources - Online information sources, August 2014
  • The consumer - Important factors for choosing tablet computers
    • Figure 11: Important factors for choosing tablet computers - Rank 1, August 2014
  • The consumer - Desired features consumers look for
    • Figure 12: Desired features consumers look for, August 2014
  • The consumer - Attitudes towards tablet computers
    • Figure 13: Attitudes towards tablet computers, August 2014
  • The consumer - Segmentation
  • Key issues
  • Who will lead future tablet market growth?
  • Do people need a tablet for everyday use?
  • What does the future hold for tablets in terms of software and hardware development?
  • What we think

3. Issues and Insights

  • Who will lead the future tablet market growth?
  • The facts
  • The implications
  • Do people need a tablet for everyday use?
  • The facts
  • The implications
  • What does the future hold for tablets in terms of software and hardware development?
  • The facts
  • The implications

4. Trend Applications

  • All synchronised
  • One device for all
  • Reviews come first

5. Market Size and Forecast

  • Key points
  • Computer market in China still grow rapidly
    • Figure 14: Total computer sales, by volume, 2009-14 (est)
  • Tablets are the major growth engine
    • Figure 15: Desktop, laptop and tablet computer sales, by volume, 2009-14 (est)
    • Figure 16: Desktop, laptop and tablet computer sales, by volume share, 2009-14(est)
  • Tablets are becoming more affordable
    • Figure 17: Tablet computer sales in China, by value, 2010-14 (est)
    • Figure 18: Average prices for tablet computers, 2009-14 (est)
  • Market drivers
  • Increasing demand for portability
  • Entertainment hub alternative to laptops and desktops
  • Improved affordability
    • Figure 19: Average prices of desktop/laptop and tablet computers, 2009-14 (est)
  • 4G further boosts connectivity for tablets
  • The uncertainty
  • Existence of white box tablets
  • Growth barriers
  • Cannibalisation from thriving smartphones
    • Figure 20: Non-smart phones and smartphones split, by volume share, 2008-13
  • "Identity" crisis - The need of exclusivity
    • Figure 21: Number of types of computers owned, May 2014
  • A healthy ecosystem still under construction
  • Lack of innovation leads to low upgrade potential
  • Looking forward

6. Market Share

  • Key points
  • The golden triangle for PCs and mobile phones
    • Figure 22: Three top players in mobile phone, tablet, desktop and laptop market, by volume share, 2013
  • Apple dominates the tablet market...
    • Figure 23: Top tablet computer companies, by volume share, 2012-14 (est)
  • ...and way ahead of second-placed Samsung
  • Local companies' lower-cost tablets are expanding
  • Premium poisoning ensures even high value share for Apple
    • Figure 24: Top tablet computer companies, by value share, 2012-14 (est)

7. Who's Innovating?

  • Key points
  • Microsoft launches "laplet" aiming to replace laptops
  • Asus blurring product line among smartphones, tablets and laptops
  • Tablets for kids and younger users
  • Gesture control - The next big thing?

8. Companies and Brands

  • Apple Inc.
  • Latest developments
  • Samsung Group
  • Latest developments
  • Microsoft Corporation
  • Latest developments
  • Lenovo Group Limited
  • Latest developments
  • Asustek Computer Inc.
  • Latest developments
  • Xiaomi Inc.
  • Latest developments
  • Other smaller players
  • Shangke Group
  • Onda Technologies, Inc.
  • Shenzhen Alldo Cube Technology and Science Co., Ltd.

9. The Consumer - Ownership of Tablet Computers

  • Key points
  • High usage rate with room to improve on ownership
    • Figure 25: Ownership of tablet computers, August 2014
  • Great potential for future tablet purchase among people in their 20s
    • Figure 26: Ownership of tablet computers, by gender and age group, August 2014
  • High income and education levels boost ownership
    • Figure 27: Ownership of tablet computers, by income and education level, August 2014
  • Higher ownership among tier one cities
    • Figure 28: Ownership of tablet computers, by city tier, August 2014

10. The Consumer - Brands of Tablet Computers Owned

  • Key points
  • International brands dominate tablet market
    • Figure 29: Brand of tablet owned by consumers, August 2014
  • Apple's iPad is synonymous with tablets
    • Figure 30: Brand of tablet owned by consumers, by international brands, August 2014
    • Figure 31: Perceptions of technology brands, July 2014
  • Domestic brands also have potential
    • Figure 32: Brand of tablet owned by consumers, by domestic brands, August 2014
  • International brands attract woman and those with high income level
    • Figure 33: Brand of tablet owned by consumers, by gender, age and income level, August 2014
  • Local brands have more followers in lower tier cities
    • Figure 34: Brand of tablet owned by consumers, by city tier, August 2014

Figure 35: Brand of tablet owned by consumers, by city, August 2014

11. The Consumer - Price Range of Tablet Computers Owned

  • Key points
  • Mainstream price range at RMB2,000-3,999
    • Figure 36: Overview of price of the tablet owned, August 2014
    • Figure 37: Comparison of price, by tablet and smartphone owned, December 2013 and August 2014
  • Apple sets a benchmark for price
    • Figure 38: Price of tablet owned, August 2014
  • Gender affects price choices
    • Figure 39: Price of tablet owned, by gender, August 2014
  • Tablets priced below RMB2,000 are more popular in tier two and tier three cities
    • Figure 40: Average price of tablet owned, by city tier, August 2014

12. The Consumer - Screen Size of Tablet Computers Owned

  • Key points
  • Majority of tablets have screen size less than 10 inches
    • Figure 41: Screen size range of tablet computers, August 2014
  • 7-7.9 and 9-9.9 inches are the mainstream
    • Figure 42: Screen size of tablet computers, August 2014
  • Young consumers favour smaller screen tablets
    • Figure 43: Screen size of tablet computers, by age, August 2014
  • Larger tablets appeal more to high income users
    • Figure 44: Screen size of tablet computers, by monthly personal income, August 2014

13. The Consumer - Usage Occasions of Tablet Computers

  • Key points
  • Most tablet users use the product both in and out of home
    • Figure 45: Usage occasions of tablet computers, August 2014
  • Diverse out-of-home usage occasions for tablets
    • Figure 46: Usage occasions of tablet computers (out-of-home), August 2014
  • Premium tablets are more frequently used out-of-home
    • Figure 47: Usage occasions of tablet computers, by monthly personal income, August 2014
    • Figure 48: Usage occasions of tablet computers, by price of tablet computers, August 2014
  • People with higher education levels have stronger needs for utilising fringe time
    • Figure 49: Usage occasions of tablet computers, by education level, August 2014

14. The Consumer - Attitudes towards Tablet Computer Brands and Information Sources

  • Key points
  • Product reviews significantly impact product choice
    • Figure 50: Attitudes towards tablet computer brands and information sources - Online information source, August 2014
    • Figure 51: Attitudes towards tablet computer brands and information sources - Online information source, by comparison, May 2014 and August 2014
  • Households with children are more cautious when choosing tablets
    • Figure 52: Attitudes towards tablet computer brands and information sources - Online information source, by children in household, May 2014 and August 2014
  • Word-of-month is impactful
    • Figure 53: Attitudes towards tablet computer brands and information sources - Product recommendation, August 2014
  • Consumers with higher education level seek information via more channels
    • Figure 54: Attitudes towards tablet computer brands and information sources - Online information source and product recommendation, by education level, August 2014
  • Appealing adverts are important in marketing premium tablets
    • Figure 55: Attitudes towards tablet computer brands and information sources - Product recommendation, by price of tablet owned, August 2014
  • More effort needed to increase brand loyalty
    • Figure 56: Attitudes towards tablet computer brands and information sources - On brand switching, August 2014

15. The Consumer - Important Factors for Choosing Tablet Computers

  • Key points
  • Being fast and responsive is top of mind
    • Figure 57: Important factors for choosing tablet computers - Rank 1, August 2014
  • Processing ability consistently comes top for choosing desktops, laptops and tablets
    • Figure 58: Top five factors for choosing desktop and laptop computers and tablet computers - Rank 1, May 2014 and August 2014
  • High-resolution display and lightweight are more important for high earners
    • Figure 59: Important factors for choosing tablet computers - Rank 1, by monthly personal income, August 2014

16. The Consumer - Desired Features Consumers Look for

  • Key points
  • Synchronisation is in high demand
    • Figure 60: Desired features consumers look for, August 2014
  • International brand users look for more on software enhancement
    • Figure 61: Desired features consumers look for, by brand of tablet owned, August 2014
  • Consumers focus on various features on different price level tablets
    • Figure 62: Desire features consumers look for, by price of tablet computers owned, August 2014

17. The Consumer - Attitudes towards Tablet Computers

  • Key points
  • Tablets provide both functional and emotional fulfilments
    • Figure 63: Attitudes towards tablet computers - Functional and emotional, August 2014
  • People with higher income are more demanding
    • Figure 64: Attitudes towards tablet computers - Functional and emotional, by monthly personal income, August 2014
  • Tablets find advantage when out and about, further boosted by compatibility with smartphones
    • Figure 65: Attitudes towards tablet computers - Tablets versus laptops and smartphones, August 2014
  • Young and low income people find tablets particularly difficult to use for work
    • Figure 66: Attitudes towards tablet computers - Tablets versus laptops and smartphones, by age and monthly personal income, August 2014
  • More than half of respondents will not upgrade when new tablet model is out
    • Figure 67: Attitudes towards tablet computers - Upgrade, August 2014
  • Domestic brands have further opportunity to compete with international brands
    • Figure 68: Attitudes towards tablet computers - Brand, August 2014
  • People in their 20s pay more attention to brand but are more easily confused by various tablet models
    • Figure 69: Attitudes towards tablet computers - Brand, by age and city tier, August 2014

18. The Consumer - Segmentation

  • Key points
  • Consumer segmentation
    • Figure 70: Target groups, August 2014
  • Pro-tab (19% of sample)
  • Casual Users (32% of sample)
  • Deal Seekers (21% of sample)
  • Demotivated (28% of sample)
    • Figure 71: Attitudes towards tablet computers, by consumer segmentation, August 2014

19. Appendix - The Consumer - Ownership of Tablet Computers

  • Figure 72: Ownership of tablet computers, August 2014
  • Figure 73: Ownership of tablet computers, by demographics, August 2014

20. Appendix - The Consumer - Brands, Price Range and Screen Size of Tablet Computers

  • Figure 74: Brand of tablet computers, August 2014
  • Figure 75: Most popular brand of tablet computers, by demographics, August 2014
  • Figure 76: Next most popular brand of tablet computers, by demographics, August 2014
  • Figure 77: Other brand of tablet computers, by demographics, August 2014
  • Figure 78: Purchase price of tablet computers, August 2014
  • Figure 79: Purchase price of tablet computers - part one, by demographics, August 2014
  • Figure 80: Purchase price of tablet computers - part two, by demographics, August 2014
  • Figure 81: Purchase price of tablet computers - part three, by demographics, August 2014
  • Figure 82: Screen size of tablet computers, August 2014
  • Figure 83: Screen size of tablet computers - part one, by demographics, August 2014
  • Figure 84: Popular screen size of tablet computers - part two, by demographics, August 2014

21. Appendix - The Consumer - Usage Occasions of Tablet Computers

  • Figure 85: Usage occasions of tablet computers, August 2014
  • Figure 86: Most popular usage occasions of tablet computers, by demographics, August 2014
  • Figure 87: Next most popular usage occasions of tablet computers, by demographics, August 2014
  • Figure 88: Other usage occasions of tablet computers, by demographics, August 2014

22. Appendix - The Consumer - Attitudes towards Tablet Computer Brands and Information Sources

  • Figure 89: Attitudes towards tablet computer brands and information sources, August 2014
  • Figure 90: Most popular attitudes towards tablet computer brands and information sources, by demographics, August 2014
  • Figure 91: Next most popular attitudes towards tablet computer brands and information sources, by demographics, August 2014

23. Appendix - The Consumer - Important Factors for Choosing Tablet Computers

  • Figure 92: Consideration factors for choosing tablet computers, August 2014
  • Figure 93: Most popular consideration factors for choosing tablet computers - Rank 1, by demographics, August 2014
  • Figure 94: Next most popular consideration factors for choosing tablet computers - Rank 1, by demographics, August 2014
  • Figure 95: Other consideration factors for choosing tablet computers - Rank 1, by demographics, August 2014
  • Figure 96: Most popular consideration factors for choosing tablet computers - Rank 2, by demographics, August 2014
  • Figure 97: Next most popular consideration factors for choosing tablet computers - Rank 2, by demographics, August 2014
  • Figure 98: Other consideration factors for choosing tablet computers - Rank 2, by demographics, August 2014
  • Figure 99: Most popular consideration factors for choosing tablet computers - Rank 3, by demographics, August 2014
  • Figure 100: Next most popular consideration factors for choosing tablet computers - Rank 3, by demographics, August 2014
  • Figure 101: Other consideration factors for choosing tablet computers - Rank 3, by demographics, August 2014
  • Figure 102: Most popular consideration factors for choosing tablet computers - Rank 4, by demographics, August 2014
  • Figure 103: Next most popular consideration factors for choosing tablet computers - Rank 4, by demographics, August 2014
  • Figure 104: Other consideration factors for choosing tablet computers - Rank 4, by demographics, August 2014
  • Figure 105: Most popular consideration factors for choosing tablet computers - Rank 5, by demographics, August 2014
  • Figure 106: Next most popular consideration factors for choosing tablet computers - Rank 5, by demographics, August 2014
  • Figure 107: Other consideration factors for choosing tablet computers - Rank 5, by demographics, August 2014

24. Appendix - The Consumer - Desired Features Consumers Look for

  • Figure 108: Desired features of tablet computers that consumers look for, August 2014
  • Figure 109: Most popular desired features of tablet computers that consumers look for, by demographics, August 2014
  • Figure 110: Next most popular desired features of tablet computers that consumers look for, by demographics, August 2014

25. Appendix - The Consumer - Attitudes towards Tablet Computers

  • Figure 111: Attitudes towards tablet computers, August 2014
  • Figure 112: Agreement with the statement 'It is difficult to tell the difference between different tablet models under the same brand', by demographics, August 2014
  • Figure 113: Agreement with the statement 'It is not necessary to upgrade the tablet once a new model is launched', by demographics, August 2014
  • Figure 114: Agreement with the statement 'Compared to desktops/laptops, tablets need upgrading more frequently', by demographics, August 2014
  • Figure 115: Agreement with the statement 'Tablets from domestic brands are as appealing as tablets from international brands', by demographics, August 2014
  • Figure 116: Agreement with the statement 'It does not matter which brand of tablet to use as long as it can meet my needs', by demographics, August 2014
  • Figure 117: Agreement with the statement 'Using a tablet is fashionable', by demographics, August 2014
  • Figure 118: Agreement with the statement 'It is important to see latest technological developments are implemented on tablets', by demographics, August 2014
  • Figure 119: Agreement with the statement 'The functions of tablets I am currently using can satisfy my daily usage needs', by demographics, August 2014
  • Figure 120: Agreement with the statement 'It is necessary for a tablet to be compatible with smartphones', by demographics, August 2014
  • Figure 121: Agreement with the statement 'Hybrid laptops can replace tablets', by demographics, August 2014
  • Figure 122: Agreement with the statement 'Tablets are more convenient when out and about than hybrid laptops', by demographics, August 2014
  • Figure 123: Agreement with the statement 'It is difficult to work on tablets', by demographics, August 2014

26. Appendix - The Consumer - Further Analysis

  • Figure 124: Target groups, August 2014
  • Figure 125: Target groups, by demographics, August 2014
  • Figure 126: Ownership of tablet computers, by target groups, August 2014
  • Figure 127: Brand of tablet computers, by target groups, August 2014
  • Figure 128: Purchase price of tablet computers, by target groups, August 2014
  • Figure 129: Screen size of tablet computers, by target groups, August 2014
  • Figure 130: Attitudes towards tablet computers, by target groups, August 2014
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