J'son & Partners Consulting company presents a summary of the research of the market of mobile apps for tablets.
General characteristics of the market
Apps for tablets are mobile apps adapted or developed specifically for tablets.
Concept of tablets is relatively old; tablets frequently appeared in fantastic movies of 1960s-70s such as ‘Star Trek’, ‘A Space Odyssey 2001’. The idea of the device that was controlled through its screen by touch was first shown there.
Differences in tablets and smartphones are in screen size, interface designed for use with both hands, and the possibilities of communication through different protocols: in tablets voice calls are not the main functionality.
Despite the fact that the market of apps for tablets emerged only recently, many developments in the spheres of internet technology, monetization and media markets became extremely popular in mobile technology.
Market of apps for tablets is controlled by large companies that developed services for distribution of mobile apps. Mobile apps represent evolution of content distribution model which is useful not only for users but for content owner as well.
Currently main market players and their roles are determined by market laws. Customers are ready to pay not only for apps installation but also for aftersales and other services. As a result experts note full development of mobile apps market.
Among main trends of the market for tablet apps J'son & Partners Consulting experts note the following: there is a process of combination of functions of tablets and laptops in the market, which is porven by the launch of models that combine functions of 2 devices; a bipolar market is developing, especially when its analysed in the context of operational systems; change in consumption of Internet services through the use of tablets, especially at home.
Experts underline separately the fact that tablet is considered to be a trend in itself for both consumers and related markets.
Results of survey of mobile devices users
J’son & Partners Consulting conducted a survey of mobile devices users, including users of tablets, which allows to identify consumption model of apps for tablets.
In the illustration below experts showed, how often users of tablets utilize video apps compared to smarthone users.
55% of tablets users watch video using their devices on daily basis. It allows to talk about competition not only between a tablet and a smartphone, but also with a TV.
Tablets are used more frequently for video due to the screen size which is much more comfortable for that.
According to the survey conducted by J'son & Partners Consulting it was also revealed that device users prefer to use social networks through tablets.
According to the results of the study, share of users utilizing tablets for social networks on a daily basis, among all the mobile internet users from tablets, is 10 percentage points higher compared to the share of smartphone users.
Global market of apps for tablets
J’Son & Partners Consulting expert estimated that in 2012 global market of apps for tablets amounted to 2 billion USD, by 2016 it will grow by 23.7 billion USD.
Tablet apps market growth indicators include emergence of services originally oriented on tablets, development of possibilities of advertisement directed to the audience using tablets, wide spreading of cloud services, which are very comfortable for tablets as it allows distant data storage.
Constraints of tablets market insignificant: main include competition between smartpones and laptops, large number of low quality devices, limitations in dealing with office tasks.
Russian market of apps for tablets
In 212 Russian market of apps for tablets amounted to 25.6 million USD, and according to J’Son & Partners Consulting experts by 2016 it will equal 487.4 million USD.
Among criteria for development of tablets market in Russia J'son & Partners Consulting experts note the following: decrease in prices for tablets in the market, increase in performance characteristics of mobile Internet, increase of demand for legal content, launch of tablets aimed at a narrow audience, such as business and childrens’ tablets.
Factors slowering development of market apps for tablets include: a small range of devices in the Russian market, a large number of illegally exported devices, high price of devices, with an average of $ 459, which is quite expensive for the mass market.
Tablets are often used as analogs of mobile phones, but they tend to be as supporting devices and do not eliminate use of mobile phones. Typically its more convenient to solve some tasks by the use of tablets, for example, watching video, surfing the Internet, surfing social networks. In addition, these devices are often used to solve business tasks, for example, many sales representatives and merchandisers use tablet as the main working tool, through which they communicate with the office, sent orders, submit reports, photo reports, etc.
Detailed results of research of the market of apps for tablets are presented in the full version (95 pages) of the report ‘Characteristics of Apps for Tablets Market’
3. Sources and methodology
4. Definition and classification of apps for tablets
5. General characteristics of markets of apps for tablets
5.1. Differencies of apps for smartphones and for tablets
5.2. Technological characteristics of apps for tablets
5.3. Consumption model of tablets
5.4. Business-models, monetization of apps for tablets
5.5. Market structure, participants
6. Global market of apps for tablets
6.1. Size and dynamics of market of tablet apps
6.2. Development of apps for tablets in different world regions
6.3. Liders of apps developers
6.4. Examples of popular apps for tablets
6.5. Market trends of tablet apps market
6.6. Drivers and constrints of the market
7. Review of Russian market of apps for tablets
7.1. Size and dynamics of market of tablet apps 2009 – 2015
7.2. Drivers of Russian market of apps for tablets
7.3. Examples of popular apps for tablets
8. Related markets
8.1. Mobile apps market in the world and in Russia
8.2. SMartphones market in the world and in Russia
8.3. Tablets market in the world and in Russia
10. List of companies mentioned in the report
List of Figures
Fig. 1. Size of global market of apps for tablets and its dynamics, 2012 – 2016, billion USD
Fig. 2. Size of Russian market of mobile apps for tablets and its dynamics, 2012 – 2016, million USD
Fig. 3. Consumption of mobile apps by types of devices
Fig. 4. Popular categories of apps in the world
Fig. 5. Places of tablets/smarphones use
Fig. 6. Operational systems for tablets compared to other types of devices
Fig. 7. How often do you access the Internet through your smartphone/tablet?
Fig. 8. How do you think you will use mobile Internet in the next 12 months?
Fig. 9. Frequency of use of mobile Internet through tablets, Russia, October 2012
Fig. 10. Most popular purpose of use tablets
Fig. 11. Number of apps on the users’ tablets and their active use
Fig. 12. Frequency of video apps use through smartphone and tablet
Fig. 13. Frequency of use of social networks through smartphone and tablet, Russia, October 2012
Fig. 14. Users utilizing smartphoes and tablets to access social networks by age criteria, Russia, 2012
Fig. 15. How often do you use tablet for maps and navigation?
Fig. 16. Where do you notice advertisemet while using smartphone/tablet?
Fig. 17. How often do you notice advertisemet while using Internet or apps through smartphone/tablet?
Fig. 18. Share of paid and free apps, %
Fig. 19. Average pirce of apps for iPad
Fig. 20. Average price of apps for iPhone
Fig. 21. Content apps of BookShelf type
Fig. 22. Content apps of NewsStand type
Fig. 23. Types of subscription inside apps
Fig. 24. Allocation of purchase shares of varios apps
Fig. 25. Example of use of mobile app «Angry Birds» use
Fig. 26. Perticipants of apps market
Fig. 27. Cooperation model between shops-developers of apps and users
Fig. 28. Size of global market of apps for tablets and its growth dynamics, 2012 – 2016, billion USD
Fig. 29. Global market structure of apps for tablets
Fig. 30. Market size of tablets by operational systems (sales in real terms), %, 2010 – 2012
Fig. 31. Size of Russian market of apps for tablets and its growth dynamics, 2012 – 2016, million USD
Fig. 32. Change in market structure of mobile apss in Russia, 2010 – 2016, million USD
Fig. 33. Available park of tablets in Russia, million units, 2010 – 2012
Fig. 34. Available park of tablets in Russia, million units, 2010 – 2012
Fig. 35. Available park of tablets in Russia, million units, 2010 – 2015
Fig. 36. Average price of a tablet, USD, 2011 – 2nd Q of 2012
Fig. 37. Global market of mobile apps, billion USD
Fig. 38. Size and growth dynamics of global mobile apps market, billion USD
Fig. 39. Size and growth dynamics of Russian mobile apps market, billion USD
Fig. 40. Global smartphones market size in real terms, 1st quarter 2011 – 1st quarter 2013, million units
Fig. 41. Global smartphones market size by operational systems, 1st quarter 2011 – 1st quarter 2013, million units
Fig. 42. Smartphones market size in real terms, Russia, 1st quarter 2011 – 1st quarter 2013, million units
Fig. 43. Smartphones market size in real terms, Russia, 1st quarter 2011 – 1st quarter 2013, million units
Fig. 44. Total available park of tablets in the world, million units, 2010 – 2012
Fig. 45. Market sze of tablets in Russia, million units, 2010 – 2016
J'son & Partners Consulting