Gartner Research

Notebook, Tablets, Hybrids, Phablets — Strategic Planners Need to Know What Devices Consumers Plan to Buy

Published: 23 October 2015

ID: G00291815

Analyst(s): Meike Escherich, Ranjit Atwal


Our 2015 consumer survey gives strategic planners at device vendors a clear indication of customers' buying intentions, pointing to a tablet market that is nearing saturation and growth opportunities in convertibles and phablets for the next 12 to 24 months.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Only 17% of consumer respondents in mature markets intend to buy a tablet, forcing strategic leaders to reassess market opportunities in this category, as basic and utility ultramobile upgrade rates could fall by 10% through 2016
  • Eleven percent of respondents say they plan to purchase a phablet in the next 12 months, indicating that these +5.5-inch phones could contribute a 10% increase in smartphone upgrade units through 2016, presenting an opportunity for hardware vendors willing to invest in this form factor
  • As nearly half of users are considering device substitution or are undecided about form factor choices, strategic planners will need to react to a new market where one-third of traditional PCs will be replaced by premium ultramobiles, especially hybrids, by 2019

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