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Tablet Survey Worldwide 2013: Application Usage, Spend and Multi-Device Substitution Trends

出版商 Analysys Mason 商品編碼 294994
出版日期 內容資訊 英文 PPT and PDF (26 slides); Excel
商品交期: 最快1-2個工作天內
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全球平板電腦調查:應用利用、支出、多設備置換趨勢 Tablet Survey Worldwide 2013: Application Usage, Spend and Multi-Device Substitution Trends
出版日期: 2014年02月05日 內容資訊: 英文 PPT and PDF (26 slides); Excel

平板電腦的銷售額2012年倍增,該設備市場區隔對以增加行動數據收益為目標的業者顯示巨大的機會。免費應用程式的廣幅可用性,刺激平板電腦及其他設備上應用程式的需求與利用。可是同時,由於消費者購買應用程式的意願低 - 44%調查受訪者自己的終端或平板電腦沒有購買應用程式 - 對相關利益者來說應用程式利用的收益化很困難。



  • 應用利用、支出:人口統計、平板電腦的各類型
  • 連接對應用利用的影響
  • 平板電腦的瀏覽、電子郵件、社群網路、行動電子商務及媒體應用的利用:各設備製造廠商
  • 智慧型手機、PC的平板電腦的競食
  • 應用、內容的消費、支出:各國


  • 巴西
  • 中國
  • 法國
  • 德國
  • 義大利
  • 馬來西亞
  • 墨西哥
  • 波蘭
  • 沙烏地阿拉伯
  • 新加坡
  • 南非
  • 西班牙
  • 瑞典
  • 土耳其
  • UAE
  • 英國
  • 美國


  • Amazon
  • Apple
  • Google
  • Samsung

A mature content ecosystem linked to a strong ecommerce platform is critical to maximise app spend potential.

Tablet sales doubled in 2012, and this device segment represents a significant opportunity for operators to increase mobile data revenue. The wide availability of free apps has helped spur demand for, and usage of, apps on tablets and other devices. However, it also makes it difficult for stakeholders to monetise app usage because consumers are less willing to purchase apps - 44% of respondents in our survey had never bought an app for their handset or their tablet.

This report is based on Analysys Mason's worldwide survey of 43 134 tablet users across 17 countries conducted in June and July 2013.

The report provides detailed insight into the following areas covered in the survey:

  • app usage and spend by demographic and type of tablet
  • impact of connectivity on app usage
  • use of browsing, email, social networking, m-commerce and media apps on tablets by device manufacturer
  • tablet cannibalisation on smartphones and PCs
  • app and content consumption and spend by country.


The survey group consisted of 43 134 tablet users across 17 countries, aged 18 and over. Respondents were selected from, and recruited to, On Device Research's tablet survey panel until nationally representative quotas (set by us) for tablet ownership by gender, age range and the OS of the device were reached. Quotas were designed such that, for each country, we had a sufficient number of respondents of each quota to be demographically representative of a 750-respondent-per-country panel. Respondents were asked to complete a 10-minute questionnaire on the device. Questions took the form of yes/no, multiple choice and simple scales.


Data is provided for the following individual countries:

  • Brazil
  • China
  • France
  • Germany
  • Italy
  • Malaysia
  • Mexico
  • Poland
  • Saudi Arabia
  • Singapore
  • South Africa
  • Spain
  • Sweden
  • Turkey
  • UAE
  • UK
  • USA.


The following companies are mentioned in this Viewpoint:

  • Amazon
  • Apple
  • Samsung.
  • Google


Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Devices and Digital Economy programmes. His primary areas of specialisation include rich media applications and services on mobile, application store forecasting, mobile broadband, tablets and smartphone adoption. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. For the past 5 years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile video, mobile music, mobile games, mobile applications, mobile broadband and smartphones. Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He had numerous articles published in international technology journals and also gave various presentations at high-profile conferences. Ronan holds a PhD in Telecommunications from King's College London.

Martin Scott (Principal Analyst) Martin is the head of Analysys Mason's Consumer Services research practice, which constitutes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. He also leads the Fixed Broadband and Multi-Play research programme. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research. Martin has produced analysis for Analysys Mason, and for individual clients, related to many different aspects of telecoms and media, not limited to: fixed-mobile bundling strategies; customer retention and satisfaction (churn reduction) strategies; pricing; market segmentation; consumer demand for present and next-generation services; and the business case for value-added services such as streaming music. Martin has a Master's degree in Mathematics from Oxford University.

Table of Contents

  • Executive summary
  • Recommendations
  • Application usage and spend: key drivers and general trends
  • Content category in detail: Search and browsing, m-commerce and vendor positioning
  • Impact on other devices of tablet application usage and spend
  • Methodology
  • About the authors and Analysys Mason
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