Competition between brands and technological excellence have enabled a new generation of smaller tablets, more manageable and more interactive. The number of users who have one of these devices is approaching 23%. Your success breeds even the television audience. Certainly their market is expanding and evolving.
A week before the arrival of the Magi, get the new iPad mini in Barcelona was impossible. Neither in the two official stores had stock on hand. Tablets that arrived aboard a plane landing every morning at the airport of El Prat were reserved in advance for customers who made the purchase through the online Apple Store.
Only the most farsighted got the gift, because throughout the Christmas period the company store two weeks estimated shipping period last product that Apple has released. And all this, despite the fact that the simplest model of iPad mini costs 329 euros. The 64 GB with data connection reaches 659 euros. Still, in a holiday season marked by restraint in consumer spending, the demand for long exceeded the most optimistic forecasts.
Motor technology industry in 2013
tablets were undoubtedly the gift star technology last Christmas. An Ipsos poll last November concluded that one in three U.S. consumers planned to buy a tablet for Christmas. In Spain and the rest of Europe the tablets have hit the market late, but their growth has been remarkable. The presence of these devices has tripled in the last year in the Spanish market at that time, the number of users has increased from 8 to 23%.
One factor that has contributed to the success of tablets is increasing the supply of technology. In early 2012, have a tablet was associated almost exclusively with high power user purchasing or very technologically equipped. In a market created by Apple in the last great stroke of genius of Steve Jobs, the iPad’s dominance was overwhelming. And still is. Between January and June of 2012 had sold 84 million iPads, which, according to Apple, meaning 62% of the tablet market share and 91% of Internet traffic through these devices.
To put into perspective the business representing the iPad, just mention the conclusions of a recent report by analyst Toni Sacconaghi to Bernstein Research, a leading research firms on Wall Street. Apple tablets together raised U.S. $ 32,000 million in sales (about 24,000 million euros) last year, representing more than 60% of all sales of tablets. It is estimated that in 2013 this figure will grow by 75% to over 34,500 million euros. According to these numbers, the division of the iPad, by itself, would be the eleventh largest technology company in the world by turnover. Would ahead, among others, from companies such as McDonald’s and Nike. Levels are unprecedented for a device launched three years ago.
The battle of the seven-inch
solid The only rival to the iPad just a year ago was the range of Samsung Galaxy Tab. However, the situation has changed in 2012. All industry giants (Google, Amazon, Microsoft and Samsung) have been launched to compete with Apple on its own turf, creating a new niche market that aims to become one of the main drivers of the technology industry: that of tablets of seven inches. tablet is smaller than the original ten inches. Lighter and cheaper and with a performance quite similar. Apple, though, maintains the competitive advantage of having access to a legion of programmers who create and test their applications exclusively for the iPad.
But the tablet market is no longer the preserve of Apple in recent months. The second version of the tablet from Amazon, the Kindle Fire HD, is already the best selling product of the company’s largest e-commerce world, beating until now was its flagship device, the Kindle electronic reader. Its great strengths are its high definition display, your audio system with Dolby two-channel stereo speakers and, especially, the extensive and exclusive collection of content that have digital available from Amazon users. It is also much cheaper than the iPad (the 16GB version costs $ 199). Jeff Bezos, CEO of the company, acknowledged that the Fire is sold below cost price. Amazon’s strategy goes through profit with associated applications: songs, apps, games, books …
Google entered the tablet market in June last year with the Nexus 7, manufactured by Asus. Its price is identical to the Kindle Fire HD, but unlike the latter, equipped Android 4.1 Jelly Bean, the latest mobile operating system from Google (the Kindle Fire works with previous Android 4.0 Ice Cream Sandwich), which ensures updates automatic system, something valued by users.
On the other hand Samsung, the first company that stood up to Apple in the tablet sector, has run into a second plane in the segment of the seven-inch Galaxy Tab II with 7.0. Introduced in February 2012 at Mobile World Congress in Barcelona, its price (from 249 euros) and its performance can not compete with other devices later released.
In addition to the devices of big brands, many other manufacturers (Asus, Archos, Sony, Lenovo, bq, Airis …) compete in the niche of the seven-inch tablet. It is low cost Android devices. Some are marketed under the brand name like Fnac, bq manufactured by the Spanish company.
The growing mobile, tablets dwindle
The main trend in the devices presented in 2012 is the size of the screens. The smart phones have grown and the tablets have been reduced. Here, for once, Apple has gone to slipstream your competitors. The two new versions of its flagship products launched last year following the trail blazed by other companies : the iPhone 5 has increased the size of your screen to match those of the Galaxy S III from Samsung and Nokia Lumia 920, while the iPad launch mini responds directly to the business need to compete with the Kindle Fire and Amazon HD 7 Google Nexus Two tablets bestseller in America.
In addition, at the recent Consumer Electronic Show (CES) in Las Vegas, the most important technology fair of the year in the industry of consumer electronics, have highlighted the phablets. If tablets are between smartphones and laptops, the phablet (or tabléfono) device is a hybrid between smartphone and tablet, with screens between 5.3 and just over 6 inches. The range of Samsung Galaxy Note leads this market with the Galaxy Note II, a device that incorporates a highly accurate stylus and sold five million units in its first two months on the market, between September and November 2012.
Mobile Access is
All these market trends reflect a social reality indisputable: access to information is increasingly mobile. Consequently, the growth of mobile devices with internet is unstoppable . The 13. Edition of the annual report of the Information Society in Spain, developed by Telefónica and for the 2012 and attested. In Spain, the 2009 was the year the first laptop sales surpassed those of desktops. In 2012, smartphone sales have surpassed and the laptop computers and are expected to be sold in 2015 more portable tablets. In 2011 already sold more tablets low cost netbooks, and in 2012 its sales have surpassed those of desktops. The latest data, an IDC report published a few weeks ago indicated a drop of 27.3% on the Spanish market of computers in the fourth quarter of 2012 compared to the same period of 2011.
The success of the tablets is directly related to the new behaviors and habits of consumption of its users. Its main advantage is convenience, understood as ease of use and accessibility. It is easily transportable, especially those belonging to the seven-inch segment, for its small size and light weight. Additionally, the large screen enhances your smartphones. As smartphones are often used to “kill time” (for example, to communicate via instant messaging applications, check social networks or play for short distances on public transport or short waiting periods), the tablets are used to save time, replacing other screens to streamline navigation. Not the same watching a video or make an inquiry of a navigation map on a tablet than a laptop or smartphone. The computer takes longer to boot and is awkward to move, while the display and mobile processors have many limitations depending on which views graphic.
The time of day when you access internet also varies according to the device from which you are connecting. The computers are used more during the morning, during business hours, and at night, while smartphones reach the highest levels of use in the late hours of 17 to 21 hours. In the case of tablets, the highest levels of connection are recorded in the afternoon and, especially, between 21 pm and midnight.
Significantly see what type of content is consumed with tablets in different bands time . According to research compiled by IAB Spain and The Cocktail Analysis, a consultancy specializing in consumer trends, media and new technologies, e-consultation and social networks are the most frequent activities throughout the day. Early in the morning the consultation also highlights the news on line, and between 11 and 14 hours usage grows search engines (Google, Bing …).
The phenomenon of the second screen
But the most significant trend relates to the rise of digital content viewing in prime time. One in four tablet users access their profiles on the social networks after 21 hours, and 17% consume audiovisual content. From these data it could be concluded that the consumption of entertainment is undergoing a transformation. And so it is, but only in part. While it is true that about a third of tablet users access content on demand, consume content in streaming and watch television directly on their tablets, there is no transfer of the TV to mobile devices.
The data demonstrate that the use of television in Spain has not been hurt by the success of the tablets. In contrast, in our country is more television than ever. On November each viewer spent half four hours (270 minutes) per day watching television, which is the highest mark since the measure audiences . Perhaps, the tablets have positively affected television consumer product of the effect is known as the second screen. The term refers to the habit of messing with our mobile devices while watching television.
According to the study Mediascope Europe 2012, tablet users are more likely to make this kind of multitasking : 42% of Spanish users of tablets connect to the Internet through this device while the TV is on. Still, we are far from the European average, which stands at 67% (88% in the U.S.).
Synergies between screens
in Spain, some prime products owe part of their success to the phenomenon of the second screen. The trappings of the first edition of the singing competition The Voice (Telecinco) monopolized the weekly trending topic on Twitter during his more than three hours of broadcasting. The sixth program of this show, the first of the battles between the candidates who had passed the first phase, led to more than 280,000 comments. At various times, including commercial breaks, more than 2,000 per minute. Additionally, and as with most reality, every week, or even every day-was issued a space specifically for the interaction between actors and viewers / surfers.
Drivers of other programs such as the presenter of Bran, Jordi Évole, with over 800,000 followers in said network, promote the synergy between TV and mobile devices connected to the network. Évole proposed in the minutes before the broadcast of the program what the hashtag (label) that users can use Twitter to comment on the episode, and that also appears on the TV screen at the beginning of the program and after each commercial break . It also interacts with his followers, share profiles of people involved in space and helps create expectations about what will happen next on the big screen of the room. The results of these practices are great. Bran is a ratings success in the competitive time zone of the Sunday night, and level of audience on Twitter is formidable.
Also gatherings nightly sports have jumped on the bandwagon of the networks, incorporating the mediator with the audience connected to the Internet. This person, in the overwhelming majority of cases it is an attractive young woman equipped with a tablet-is responsible for transferring the opinion of the audience.
Applications and other uses of the tablets
Unlike what happens with smartphones, tablets internet access across applications is relatively low. Only 31% of tablet users frequently access Internet from applications, compared with 41% who do so from the mobile. The tablet is more associated with free navigation, as replacement of computers. Furthermore, the most commonly used type of apps on the tablets showed significant differences compared to the telephones.
According to the study concludes IAB Spain and The Cocktail Analysis, there is a clear link between the tablets with moments of disconnection . So dominant Android games (Angry Birds, Fruit Ninja, Apalabrados), the audiovisual (YouTube, Skype and the television and radio) and reading (Kindle, iBooks). In the latter category are also locate the full range of news aggregators, Flipboard, Zite-o or custom content, such as Pocket or Instantpaper, that allow users to store content interesting but lengthy to be read with calm .
They are also popular digital media applications and some publications specifically designed for tablets (magazines, books and multimedia educational content). Among the most downloaded apps are also several categorized under the heading of productivity (Dropbox, Gmail, Evernote and equivalent to office software), highly valued by users for applications to be multiplatform (can be used simultaneously from the computer and from any mobile device).
Comparing the activities conducted through application of the tablets with those made with the mobile, the biggest differences are seen in terms of reading books (18% more on tablet users) and visualization of contents industry (12%), on the contrary, the predominant use of mobile communication activities and socialization , such as instant messaging (47% more), email access (16%) and access to networks social (13%). Also of note is the preponderance in the tablets over smartphones Android related travel and fashion, including online stores (that of Zara, very recent, is a success) and coupons sites discount.
Users are more likely to purchase online through the mobile tablet. This is, in large part, because three out of four tablet users connect only from the home , and the rest recorded more frequent use of these devices on trips and vacations.