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Tablet survey in the Middle East and Africa 2013: understanding connectivity and usage

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Market Study
Published: February 2014
Pages: 31 slides
Research from: Analysys Mason
Sector: Handsets & Devices

From: GBP 3124.00
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The introduction of affordable tablet models is helping to increase their popularity in the Middle East and Africa, and is resulting in some users spending a decreasing amount of time on PCs.

The tablet market represents a growing opportunity for operators in the Middle East and Africa (MEA) to increase mobile data revenue. It is important for operators to understand the key obstacles to cellular connectivity take-up on tablets in the region, and build a clear picture of app usage and purchasing patterns, in order to inform their strategies in this market.

This Viewpoint provides the following information for Saudi Arabia, South Africa and UAE:

  • analysis of tablet connectivity (Wi-Fi and cellular) and obstacles to cellular connectivity
  • frequency of usage and adoption rates for apps on tablets and how they are influenced by the type of connectivity
  • an overview of multi-device ownership and the impact that this ecosystem has on app purchasing
  • recommendations for operators on:
    • driving cellular connectivity
    • stimulating content consumption
  • an assessment of tablet usage and connectivity trends while users are 'on the move'
  • a summary of the impact of tablets on app usage on PCs and mobile phones.

Survey data coverage

The survey group consisted of 3677 tablet users across 3 countries, aged 18 and over. Respondents were selected from, and recruited to, On Device Research’s tablet survey panel until nationally representative quotas (set by us) for tablet ownership by gender, age range and the OS of the device were reached. Quotas were designed such that, for each country, we had a sufficient number of respondents of each quota to be demographically representative of a 750-respondent-per-country panel. Respondents were asked to complete a 10-minute questionnaire on the device. Questions took the form of yes/no, multiple choice and simple scales.

Geographical coverage

Data is provided for the following individual countries:

  • Saudi Arabia
  • South Africa

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