Gartner Research

Tablets Due to Move Into Mainstream, But Are Yet to Hit Consumers' Most Wanted List

Published: 08 November 2013

ID: G00255149

Analyst(s): Nick Ingelbrecht , Meike Escherich


Mainstream adoption of tablets has exposed untapped market opportunities for accessories, data plans, applications, product strategies — especially those enabling content creation and productivity. Seizing initiative by analyzing user behavior will reap rewards for technology and service providers.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Survey data indicates that to most consumers' lives, tablets are desirable, but not "mission-critical." Market success requires the marketing managers' need to aim for careful distinction between specific user categories for tablets.
  • Tablets are not used for essential content creation among mainstream consumers; allowing product developers to seize market opportunities for ultramobile PCs and accessories that enable content creation
  • Cellular attach rates remain obstinately low for tablets, with just 13% of users accessing cellular data services. Cost and complexity of cellular connectivity remain obstacles that CSPs need to address, especially for tablets smaller than 10 inches.

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