Tablets Most Likely to Grab Time from PCs in Japan - eMarketer

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Tablets Most Likely to Grab Time from PCs in Japan

Tablet shipments rose nearly 20% between Q2 2013 and Q2 2014

December 12, 2014

According to September 2014 polling by Nielsen NetRatings Japan, tablet owners in Japan were most likely to have reduced PC usage thanks to their tablet use. PCs led second-place TVs by nearly 10 percentage points, with 19% of tablet users saying they had cut back on TV viewing as a result of their tablets. Fully 18% of respondents admitted reading print newspapers less.

Tablet Users in Japan Who Have Reduced Usage of Select Media/Devices due to Tablet Use, Sep 2014 (% of respondents)

Tablet users ages 15 and older in Japan were most likely to tap on their devices to obtain practical and useful information, cited by 45% of respondents. Around four in 10 also turned to their tablets for entertainment (42%) and to obtain interesting and informative news (41%). When it came to digital shopping behavior on tablets, respondents were more enthusiastic about researching potential purchases (40% of respondents) than actually making final buying decisions.

Tablet shipments in Japan rose nearly 20% between Q2 2013 and Q2 2014, based on October 2014 data from the International Data Corporation (IDC). The research firm reported that total shipments of tablets in the country hit 2.0 million in the second quarter of this year, up from 1.7 million in the same period in 2013.

Tablet Shipment Share in Japan, by Brand, Q2 2014 (% of total)

Apple devices accounted for the largest share of tablet shipments in Q2 2014, according to IDC, grabbing 39.4% of the total pie. Homegrown brands Fujitsu and Sony didn’t even come close, accounting for 12.1% and 11.1% of shipments, respectively.

July 2014 figures from japan.internet.com and NTTCom Research put tablet ownership among Japan’s internet users at 20.5%, up from 17.3% in April 2014 and 13.1% in June 2013.

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