Kantar Worldpanel -

Eco-system is the key for Smart Device multi-screen strategy



By the end of 2013,for those iPhone users who also own a tablet device,64% of them are using iPad (iOS) in China

By the end of 2013,for those iPhone users who also own a tablet device,64% of them are using iPad (iOS) in China

For either Android or iOS, there is an app for almost everything nowadays, as a result, mobile devices like tablets play an important role in our lives. Desktop computers and laptops have been tossed aside, as many tasks that were traditionally done on a computer are now performed on tablets. We are no strangers to below scenes. At home, we often pick up a tablet from the table or from the sofa and start reading or streaming videos. At work, we are leaving our documents or notepad behind, attending meetings with only a tablet. Is there any relationship between the tablet we use and the mobile phone we own?

The recent Kantar Worldpanel ComTech report shows, by December 2013, amongst Apple, Samsung and Lenovo tablet users in Urban China, over 62% own a smartphone device. This ratio is particularly high for Apple iPad users at 80.9%, followed by Samsung with 56.9%, which is slightly higher than Lenovo’s 42.6%. If we look at tablet penetration by mobile phone brands, 35.4% iPhone users own a tablet, and Samsung and Lenovo mobile users have a tablet penetration of 19.3% and 14.9% respectively. Therefore, in comparison, iPad users are more likely to use a Smartphone device, and tablet penetration is higher for iPhone users. This implies the high cost of Apple products naturally recruits high value customers and they are more likely to lead the trend of multi-screen adoption.

With Apple, Samsung and Lenovo all offering mobile and tablet products, their cross-product penetrations have a close tie with Operating Systems (OS) like Android and iOS that are used in their devices. In the recent Kantar Worldpanel ComTech report, by the end of 2013, for those iPhone users who also own a tablet device, 64% of them are using iPad (iOS). In the same period, Android tablet’s penetration is 63% among those Samsung Smartphone users who also have a tablet. Those numbers suggest, Apple and Samsung mobile users’ tablet purchase decisions are linked with their mobile phone OS. If mobile and tablet are running the same OS, it usually delivers some sort of convenience to users with easier data synchronization and better user experience. Regardless of whether it is Android or iOS, users are likely to choose a tablet that runs the same OS to their mobile phone. This is particularly good news for Apple, as it can upsell and retain users’ business once those customers have been exposed to iOS, whereas for Samsung, when competing against so many other Android tablet manufactures, Android mobile users are spoiled for choice for tablets that run on Android. Hence, Samsung tablet penetration is just 10% among those Samsung mobile users who currently own a tablet. As a result, for mobile brands, especially for those manufacturing Android devices, to stand out in the competition, they will need a unique eco-system that can deliver better user experience. This eco-system could be a brand new operating system, or a variation of Android in conjunction with connecting mobile application, but it needs to run on all types of device. This approach will not only attract/retain consumers to mobile phone product lines, but also encourage consumers to purchase other smart devices in the same eco-system.

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Dominic Sunnebo
Account Director

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