With tablet sales continuing to grow, Strategy Analytics Wireless Device Lab has recently undertaken a series of focus groups and individual UX benchmarks with existing tablet owners and intenders in the US to try to understand how users are using their existing tablets, and what unmet needs they may have.
Our recently published report, 'How to Deliver a Differentiated Tablet Experience', found that:
- The main features used by tablet owners currently are general web surfing (especially for quick searches, checking news etc.) and messaging (especially Email and Social Networking).
- More than half of owners say they use their tablet `daily' or `often' for Social Networking, Games, Picture Viewing, eReading, Music and Apps.
- Many tablet owners have found a way to adapt the product to their specific needs and behaviors. We believe that this flexibility is a key contributing factor to the strong emotional attachment that many tablet owners feel towards this product.
- Usage in the home represents approximately 60% of overall use by existing tablet owners.
- While the majority of tablet owners are very pleased with the user experience of their device, there are several common usability problems: lack of tablet-optimized apps, need to hold the tablet at all times, poor text input experience, and - specifically related to the iPad - lack of Flash and closed content ecosystems.
Strategy Analytics believes that opportunities for differentiating the user experience of touchscreen and tablet products will evolve across many levels of the product/service proposition. These areas will include:
- Faster processing
- New form-factors
- Display and HMI enhancements
- Unique service and content propositions
Clients of our Wireless Device Lab can read the full report here.
- Paul Brown