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Connected Computing Devices

Germany Tablet Survey 2012 Market Snapshot of Current Owners

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Report Summary:

Strategy Analytics’ recent 2012 Tablet survey collected a wide range of market metrics related to the adoption and usage of consumer tablets and the preferences of current and potential owners. In this series of reports we describe the market overview for tablet owners in 6 countries, namely the US, UK, France, Germany, China and Japan. This report is about GERMANY. The analysis assesses country specific market characteristics, such as distribution channels, screen size preferences, connectivity types, usage levels, application preferences, accessories bought, brand satisfaction and timeframes for replacement tablet purchase. The report series shows marked differences between countries, particularly between US/UK, France, Germany, and Asian markets, including the most popular applications, retail channels, perceived relevance of cellular connectivity, and brand perceptions. Despite Apple having dominated the tablet market so far, our analysis suggests that industry stakeholders could find many ways to address consumer needs from a variety of perspectives, and this will be explored in more depth in future survey research reports.
Table of Contents

  • Country brand shares
  • Channels to market
  • Purchase motivation
  • Screen sizes and preferences
  • Cellular connectivity and data plan adoption
  • Weekly usage levels
  • Tablet usage in the work environment
  • Applications types used
  • Accessories and attachment rates
  • Brand satisfaction
  • Timeframes for future tablet purchase

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