China Tablet PC User Survey Report

I. Background and summary of the investigation In 2010, the Apple iPad set off an upsurge of tablet computers around the world. After nearly four years, the tablet computer has developed into an electronic product alongside laptops and smartphones. With the upsurge of “flat boom”, companies in different industries, such as consumer electronics, PCs, communications, and software, have joined the tablet computer industry. At the same time as the competition is fierce, the pace of industrial change has also rapidly increased. At present, the functions of tablet PCs have begun to diversify, and the focus of users' attention when purchasing products has also changed. To understand the distribution of users' attention, the Internet Consumer Research Center (ZDC) conducted Tablet PC user purchase survey in 2013.

In this survey, 873 questionnaires were retrieved by ZDC. Through the completeness of the questionnaire and the screening of IP, 860 valid questionnaires were finally obtained, and the effective rate of the questionnaire was 98.5%.

Through the data analysis of these valid questionnaires, the Internet Consumer Research Center (ZDC) launched the 2013 China Tablet PC User Survey Report. This report focuses on the user’s focus on the purchase of tablet PCs and product function requirements. The study hopes to provide reference and strategic support for all parties in the market.

Note: Since the survey sample is mainly from the ZOL website, it may affect the research results.



Report Summary Tablet PC Purchase Plan: Seventy percent of users have plans to buy tablets; corporate technicians and students have higher product demand; nearly 50% of dual-core tablet users have purchase plans.

Appearance factors: The screen size is the main appearance factor that the user pays attention to.

Configuration parameters: The processor is the product parameter most concerned by the user, and the tablet computer user has been paying more attention to the product processor.

Product features: In the purchase of tablet PCs, leisure and entertainment features are the user's focus.

Use requirements: Endurance, video fluency, and reaction speed are the main factors affecting user experience.

Functional improvement: 70% of the old users said that the processor plays a decisive role in product functions; improving the reaction speed is the main performance of high-performance processors; Intel processors are most favored by users.

Second, the tablet PC user purchase plan • 70% of users have plans to buy tablet PCs From the original professional field to today's ordinary life, both in form and function have undergone earth-shaking changes, while the audience has also tended to Generalization. Among the users participating in the survey, 70% of the users indicated that they had plans to purchase tablets. Among them, 51.6% were non-tablet users, and 24.3% were users who had tablet computers but still had purchase plans, reflecting the relative demand for tablet computers. high.

• The demand for enterprise technicians and schoolchildren's products is relatively high. In this survey, from the perspective of the distribution of users representing purchase plans, enterprise technicians, students at school, freelance employees, and corporate management personnel account for more than 10% of the total. The proportion of corporate technicians and students in schools is relatively high, at 20.0% and 14.2%, respectively. It can be seen that the demand for tablet PCs by these two groups is relatively large.

• Nearly 50% of dual-core tablet users have a purchase plan. Among users who already have existing tablets, dual-core and quad-core processors account for a relatively high percentage of users. From the perspective of whether the user has a purchase plan, the tablet computer used by the user who still has the purchase plan is mainly a dual-core processor. In contrast, among users who do not have a tablet PC purchase plan, the proportion of quad-core tablet users is the highest, reaching 48.4%.

Third, the product concerned about the situation 1, the appearance of factors • The screen size is the user's main appearance factor in the purchase of Tablet PC, the appearance of the product is almost all users must consider the factors. Of the users who participated in the survey, 24.2% of users would pay attention to the screen size of the product. Users who pay attention to the appearance and weight of the product accounted for 16.9% and 13.8%, respectively, and other appearance factors were relatively low. Overall, the screen size is the main appearance factor that users consider when purchasing a tablet.

2. Configuration parameters • Processors are the product parameters most concerned by users. From the perspective of user concerns of different product parameters, the users who focus on processors in this survey are the most, with the number of people accounting for 18.6%. The users who pay attention to resolution and system memory rank in the second and third place, occupying 17.2% and 16.1% respectively. The proportion of users focusing on other product parameters is below 15%. As a whole, the processor has become a key parameter for users when purchasing a tablet.

• Tablet PC users have been paying more attention to the product processor. Concerning the data of different types of user product parameters, when no tablet PC users are purchasing, the focus of attention is on the resolution, system memory, and processor, accounting for 20.1% of the total. 16.7% and 15.2%. In contrast, existing tablet users have a slightly different focus when it comes to purchasing, followed by processor, battery capacity, and resolution, with a ratio of 20.2%, 16.0%, and 15.6%. It can be seen that the tablet PC users have paid more attention to the product processor and endurance when purchasing.

3. Product Functions • Leisure and entertainment functions are the focus of users. Among the users who participated in this survey, audio and video playback has become the product feature most concerned by users, accounting for 24.7% of the total. The game entertainment function and software application function are basically the same, with the proportion of users being 21.5% and 21.1% respectively. The number of users who pay attention to the external device functions of the product accounted for 14.3%, and the users of other functions were less concerned. On the whole, leisure and entertainment functions are the focus of users when purchasing a tablet computer.

4, the use of demand • Product life ability to highlight the Tablet PC as the mobile terminal products and mobile phones in parallel, portability is one of the main reasons sought after by the majority of users, but the tablet's battery life has been criticized by users. In this survey, 30% of users believe that the tablet's endurance capacity is insufficient; 19.5% and 18.4% of users are dissatisfied with video fluency and reaction speed; and users who are dissatisfied with compatibility issues and game running speed are basically the same. It is 12.5% ​​and 11.9%. From the point of view of users, the endurance ability, video fluency and reaction speed are the main factors affecting the user experience.

5. Improvement of functions • 70% of old users said that processors play a decisive role in product functions. With the continuous increase in usage requirements, the role of processors in the overall performance of products has begun to attract more and more attention of users. Of the users who participated in the survey, 73.6% of the existing tablet users agreed that the processor played a decisive role in the product's function; among the users without tablet computers, users who agree with this view also occupied 71.5%, more than tablet users. Slightly lower 2.1%.

Raising the speed of response is the main performance of high-performance processors. The specific performance of the processor to enhance product performance, 37.4% of users said that the processor can improve the response speed, 22.6% of users said that can increase the speed of the game; that can improve video fluency Users of battery and utilization ratios accounted for 16.6% and 13.9%, respectively. From the perspective of user experience, improving the reaction speed and the fluency of games/videos are the main performance of high-performance processors.

• The Intel processor is the most popular among users. Among the users who participated in the survey, nearly 50% of the users of the Tablet PC processor chose tablet PCs with Intel processors, and 35.6% of the users chose Qualcomm processor products. The proportion of users who choose to use NVIDIA, ADM and other processors is relatively low. From the perspective of user-selected distribution, tablets with Intel processors are favored by users.

IV. Participation in surveys of users' basic attribute distribution 1. Age distribution 2. Education distribution 3. Occupation distribution 4. Monthly income distribution ZDC Summary: In this survey, 70% of users stated that they had a plan to purchase a tablet computer, of which 20% had already owned Tablet PC users can see that the tablet PC market has not reached saturation yet, and the market potential remains to be developed. In terms of user attention, the screen size is the appearance factor that most users will consider, and the processor is the product configuration parameter most concerned by the user. With respect to the decisive role of processors in improving product performance, user acceptance is relatively high, reflecting that more and more users have realized the importance of processor performance in tablet computers.