Special Survey on Tablets in Japan: About One-Fourth of Respondents Own a Tablet, Most of Which Are iPads

　　From February 17 to February 19, 2014, the MMD Research Institute in Japan conducted a survey titled “February 2014 Special Survey on Tablet Devices.”

　　This survey targeted 1,071 users aged 20 and older who own tablet devices. The survey primarily covered topics such as tablet model, purchase date, place of purchase, and intentions to upgrade, among others. A summary of the survey results is provided below.

　　Survey Period: February 17, 2014, to February 19, 2014

　　Accepted answers: 1,071

　　(The following is excerpted from a research report by the MMD Research Institute)

　　■ The tablet penetration rate stands at 24.9%, up 4.7% from June 2013.

　　The survey team had previously conducted a survey on tablet ownership. Among the 13,117 respondents, the tablet ownership rate was 24.9 percent. A survey conducted in June 2013 showed that the ownership rate at that time was 20.2 percent.This indicates that, compared to last year, the tablet ownership rate has increased by 4.7%.

　　● Tablet Ownership Rate

　　■ In terms of tablet types, compared to June 2013, iPad sales fell by 15.1%, while Nexus sales rose by 6.3%.

　　Subsequently, when 1,071 tablet owners were asked about the type of tablet they owned, 47.6% said they used an iPad, 15.5% said they owned a Nexus, and another 5.8% said they owned a Kindle.
Four.

　　In a special survey conducted in June 2013, iPad users accounted for 62.5 percent, while Nexus users accounted for 9.2 percent. Therefore, in the survey results from February 2014, the percentage of iPad users decreased by 15.1 percent, while that of Nexus users increased by 6.3 percent.

　　● Types of tablets owned

　　When iPad owners were asked about their models, the iPad 2 Wi-Fi model was the most common, accounting for 13.9 percent; followed by the iPad mini
Wi-Fi: 13.5%; iPad 3: 11.2%. Combining the Wi-Fi and LTE versions released in 2013, the iPad Air accounts for 9.4%, and the iPad mini
Retina is 5.9%.

　　● Types of iPads Owned (N=510)

　　■ 52.1% of people purchased a tablet in 2013

　　When tablet owners (1,071 people) were asked when they purchased their tablets, 19.5% said they bought them between October and December 2013. Those who purchased their tablets in 2013 accounted for 52.1% of the total.

　　● Date of Tablet Purchase (N=1071)

　　When asked about their reasons for purchasing, the most common responses were “online reviews” or “seeing the product on display or in advertisements in-store,” accounting for 32.3% of all responses, while “following a recommendation from a friend or acquaintance” accounted for 23.8%.

　　● What Prompted Me to Buy a Tablet

　　(Translator's note: From top to bottom, these are, respectively: online reviews, brick-and-mortar stores, recommendations from friends, events, online ads, TV program features, magazine features, TV commercials, magazine and newspaper ads, ads on trains, and others.)

　　■ About 40 percent of tablet owners are considering upgrading their devices.

　　Among the 1,071 tablet owners surveyed, when asked whether they planned to upgrade, 17.6% responded that they had “already decided” to do so. Combined with the 21.1% who said they were “seriously considering” an upgrade, a total of 38.7% expressed a clear intention to upgrade.

　　● Interest in replacing the tablet

       Note:

　　(This article was compiled by Game Teahouse. Please credit the source if you wish to repost it.)

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