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US tablet ownership nearly doubles to 19% over holidays

post #1 of 26
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With Apple's iPad continuing to dominate the tablet market, total tablet sales in the U.S. nearly doubled to 19 percent ownership among adults after the holiday shopping season, according to a new report.

The Pew Research Center revealed its findings on Monday, showing that tablet ownership went from 10 percent of U.S. adults surveyed before Christmas to 19 percent in January of 2012. The study shows that tablets, along with dedicated e-book readers, were a hot gift this holiday season.

"These findings are striking because they come after a period from mid-2011 into the autumn in which there was not much change in the ownership of tablets and e-book readers," the research firm said. "However, as the holiday gift-giving season approached, the marketplace for both devices dramatically shifted."

The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales.

While the Kindle Fire in particular is believed to have made a splash over the holidays with its $199 price, Apple executives have said they are not concerned by Amazon's color touchscreen tablet, as they only believe it will further fragment Google's Android platform. The Kindle Fire runs a heavily modified version of Android tailored specifically for Amazon's device.

And Apple is still expected to have had a record setting quarter over the holidays, easily besting the company's previous high of 11.2 million iPads sold in the previous September quarter. One analyst suggested earlier this month that the Kindle Fire cost Apple between 1 million and 2 million iPad sales over the holidays, but also projected that Apple would report sales of 13 million iPads during the December quarter. Apple will reveal its actual iPad sales in its quarterly earnings report on Tuesday.




Pew's data shows that the tablet and e-reader market has grown considerably in just the last few months. The number of Americans owning at least one of those devices jumped from 18 percent in December to 29 percent in January.

Tablet ownership was particularly notable in households earning more than $75,000, where it reached 36 percent presence in January. And 31 percent of households with college educations or higher also own a tablet of some type.

The data released on Monday was based on surveys of 2,986 people conducted from Nov. 16 to Dec. 21, and two surveys in January, each of more than 1,000 adults. The overall margin of error in the December poll was +/- 2 percentage points, while the Jan. 2012 data is +/- 2.4 percent.
post #2 of 26
I am not surprised at all. On a parallel point I have ready many saying the educational world won't embrace Apple's ebooks due to cost restraints which was similar to the claims China would never be a good market for Apple and now the same about India ... all based on the cost is too high. When will people realize the post PC era is here and iPads are (well .. and Macs ) are the biggest selling items. I doubt the low end tablets are taking much away from iPad sales but in fact will eventually lead to more as people migrate upwards. Someone buying a Kindle now wasn't going to buy an iPad at the point anyway.
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post #3 of 26
AI data base screwed up ... deleted dupe.
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post #4 of 26
Does that mean the cost of used books will drop alot?
post #5 of 26
Does that mean the cost of used books will drop alot?
post #6 of 26
Does that mean the cost of used books will drop alot?
post #7 of 26
I'm a little skeptical. According to their data, 12% of Americans had an e-Reader in May, 2011, but only 9% in August? So 3% of all Americans threw out their e-readers and didn't replace them?

Plus, it's rather odd that the number of e-readers and tablets tracks so closely, especially the last couple of periods.

Finally, the numbers don't add up. If 19% of American adults had e-readers and 19% had tablets, that would mean something like 38 million of each - and I don't think the numbers are anywhere near that high. I also don't buy that 36% of people earning over $75 K have them - certainly that doesn't mesh with my experience.
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post #8 of 26
Quote:
Originally Posted by EyeNsteinNo View Post

Does that mean the cost of used books will drop alot?

Yes.

Quote:
Originally Posted by EyeNsteinNo View Post

Does that mean the cost of used books will drop alot?

No.

Quote:
Originally Posted by EyeNsteinNo View Post

Does that mean the cost of used books will drop alot?

Maybe.
post #9 of 26
The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."
post #10 of 26
Things sure have changed since 2010

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post #11 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."

What numbers? We have no official numbers for the Fire at all. We have guesses and some extraordinarily vague claims from Amazon. Amazon also just cut their orders for the Fire in half for 1Q2012, what does that say about sales?
post #12 of 26
Quote:
Originally Posted by slapppy View Post

Numbers don't lie. Thats just reality.

Except that numbers DO lie, and quite regularly.
post #13 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."

@slapppy... If you aren't one already, you should become an analyst!

Sent from my non-Amazon, non-B&N, non-HP, non-Motorola US brand iTablet.
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post #14 of 26
The reason tablet ownership doubled is because people are able to afford $199 (aka Kindle Fire) a lot easier than they can over $500. Most importantly content - Amazon delivers massive amounts of great content through the tablet, giving people an actual reason to buy it. Other tablet makers (except for Apple) fall way short on this. The tablet makers that can deliver a great price with a strong content offering will win!
post #15 of 26
Quote:
Originally Posted by monstrosity View Post

Except that numbers DO lie, and quite regularly.

"Torture numbers, and they'll confess to anything."-Gregg Easterbrook
post #16 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."

Uh uh! Nice try!
post #17 of 26
Quote:
Originally Posted by jragosta View Post

I'm a little skeptical. According to their data, 12% of Americans had an e-Reader in May, 2011, but only 9% in August? So 3% of all Americans threw out their e-readers and didn't replace them?

Just what I wanted to ask myself. Seams pretty strange to me.

Quote:
Originally Posted by jragosta View Post

Plus, it's rather odd that the number of e-readers and tablets tracks so closely, especially the last couple of periods.

these days I see quite some iPad's in the wild but a kindle or even a nook I hardly ever see, although everybody used to claim, that the reading quality of e-ink tablets ought to be superior to the iPad. Which means, many people buy a e-reader of a sort but then end up not using it in the public. Are they ashamed or was it a so called frustration purchase?

Quote:
Originally Posted by jragosta View Post

Finally, the numbers don't add up. If 19% of American adults had e-readers and 19% had tablets, that would mean something like 38 million of each - and I don't think the numbers are anywhere near that high. I also don't buy that 36% of people earning over $75 K have them - certainly that doesn't mesh with my experience.

Some people may posses both an e-reader and an iPad. This may explain the non adding numbers.
post #18 of 26
Quote:
Originally Posted by jragosta View Post

I'm a little skeptical. According to their data, 12% of Americans had an e-Reader in May, 2011, but only 9% in August? So 3% of all Americans threw out their e-readers and didn't replace them?

Plus, it's rather odd that the number of e-readers and tablets tracks so closely, especially the last couple of periods.

Finally, the numbers don't add up. If 19% of American adults had e-readers and 19% had tablets, that would mean something like 38 million of each - and I don't think the numbers are anywhere near that high. I also don't buy that 36% of people earning over $75 K have them - certainly that doesn't mesh with my experience.

I'm in that over $75k household and we have 3 ipad2's and an hp touchpad. Numbers are skewed to reflect 1 household per tablet, when in fact it's multi-tablet households.
post #19 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."

Uh yeah. We have all the numbers up to q3 of 2011 and many numbers from q4. If you add up every non-ipad tablet for all of 2010 AND 2011, you still won't equal even half of one quarter of ipad sales.

Nice try slappy. And by the way, I like Android.
post #20 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

I know better than to feed the troll, but show us some hard sales numbers that will prove that Android tablets are outselling the iPad. Please.
post #21 of 26
Quote:
Originally Posted by Mac.World View Post

And by the way, I like Android.

You're using that to communicate your credibility with sloppy? To win brownie points with him!?

Sad.
post #22 of 26
This data is b-s, for reasons mentioned by jragosta.
post #23 of 26
Quote:
Originally Posted by slapppy View Post

The trend for leaving out iPad data is based on this fact. Android powered devices are quickly overtaking the tablet market. The victim of course is the iPad. Numbers don't lie. Thats just reality.

"The report made no mention of Apple's iPad, but suggested that Amazon's Kindle Fire and the Barnes and Noble Nook Tablet, both of which feature prices much lower than Apple's $499 entry-level iPad, played a significant role in boosting sales."

Becuase if they had the iPad data, the other stuff would look like noise...
post #24 of 26
Quote:
Originally Posted by Dick Applebaum View Post

@slapppy... If you aren't one already, you should become an analyst!

Dick, I agree, he should be an (anal)yst .... hell, he's already half way there .... judging from his posting record.
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post #25 of 26
I work for USB in Switzerland and we just bought over 600 Android tablets and 100 iPads for the firm. I develop trading software so I got to evaluate the tablets for our department.

That was best three months ever. I brought home a different tablet every week. The sales force got the iPads and everone else got Android tablets due to its more open system, file browser, Androids native programming language is very close to Java (this was the biggest reason) and its ability to play nicer with our Samba networks.

I went with the Asus Slider for our department. Its funny we were the only ones to get them because everone else thought they wanted thinner and lighter now everyone wants the Slider after seeing it.

Anyway I would say 90% of the people who received a tablet in our company also bought one for themselves and family members. So I would have to say we were responsible for a small bulk of those sales in Q4.
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post #26 of 26
Oh before I get slammed for portraying Android as the superior machine for our company that was not my intention. I love my iPad2 and wouldn't give it up for anything. The music creation apps are just breath taking.

However in a corporate setting where the infrastructure is UNIX glued together with open source programming languages Android just plays nicer. iOS in the consumer world is a no brainer, it rains supreme but Android I think has the upper hand in the corporate and government circles.

It's open platform allows for easier customization for applications and security. Our company for instance has a complete custom login solution for Android 3.2 and soon 4.0 where it query's a Oracle database before it allows you to logon. To do that we had to move the network setup part of Android to the start page because you know you have to be on the network before you can go any further. Which meant we needed the source code for the OS from the manufacture. Good luck trying to do that with iOS. I'm sure there a solutions out there but many, many company's do things themselves that's why there are in house programming divisions.

I don't know why I had to explain my self I just didn't want to get flamed or called a troll. I love Apple products like the next guy but Apple can't do it all with just one product. The iPod is great but it's meant for the consumer. Android has a place in this world like it or not and I for one am glad we have so much competition and choice.
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