Gartner Research

Market Insight: Lessons From Japan in How to Sell Tablets to Late Adopters

Published: 02 December 2013

ID: G00254662

Analyst(s): Atsuro Sato, Kanae Maita


Slow tablet adoption in Japan has arisen because of the characteristics of the high proportion of late adopters in consumer segments. Global technology and service providers should learn from the Japanese market to grow in countries where the late-adopter segments are larger.

Table Of Contents


  • Japan's Consumer Population Has Only a Few Early-Adopter Segments
  • Consumers do not Fully Understand the Value for Money of Tablets
  • Price Has Been the Strongest Driver of Tablet Sales

Background and Context

The Impact


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