Report: Majority of Online Consumers Now Own Tablets

Arlington, Va., August 20, 2014 – More than half (54 percent) of online U.S. consumers indicate they own tablets, a four percentage point increase since January, according to research released today by the Consumer Electronics Association (CEA)®Consumer Outlook on Tablets (August 2014 Edition), a semi-annual report examining trend information on consumer behavior and sentiment regarding tablets, also shows tablet owners’ purchase intent for all consumer electronics devices increased to 62 percent since January – a nine percentage point jump.

Report Majority of Online Consumers Now Own Tablets
 
Tablet Ownership
Although tablet growth has slowed in recent quarters and ownership increased just four percentage points since January, three quarters (75 percent) of online consumers expect to purchase a tablet sometime in the future. That percentage is roughly equal to January’s total of 77 percent.
 
“While interest in tablets remains high, increased competition from large-screen smartphones is having a substantial effect on the U.S. tablet market, since consumers now have more screen size choices than ever,” said Kevin Tillmann, senior research analyst at CEA. “Tablet purchase intent remains a positive indicator that the overall market is interested in tablets. Many consumers seem to be waiting to replace their existing devices until the next wave of models arrives this holiday season, while non-owners are still debating whether to buy.”
 
Tablet Owners Adoption of Other Electronics
Tablet owners continue to exhibit higher ownership of key CE products than non-owners with penetration rates of smartphones at 86 percent, laptops at 85 percent, desktops at 73 percent and video game consoles at 66 percent. Among tablet owners, 41 percent also own a digital media player such as an Apple TV, Chromecast or Roku; while only 12 percent of tablet non-owners own a digital media player, showing a clear, symbiotic relationship.
 
2014 Tablet Unit Sales and Revenue Projections
CEA’s U.S. Consumer Electronics Sales and Forecast (July 2014), projects continued growth for tablets for the near future. U.S. unit shipments are projected to reach 80.4 million by the end of 2014 (a four percent increase from 2013), while tablet revenues are projected to reach 25.6 billion USD in 2014, decreasing three percent from 2013 due to lower price points.
 
The Consumer Outlook on Tablets series of reports was designed and formulated byCEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available at no cost to CEA member companies at members.CE.org. Non-members may purchase the study for 999 USD at the CEA store.

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