“This is a trend that we do not expect will reverse,” says Jeff Orr, group director, mobile devices. “As they are different segments, this is not a direct replacement behavior, but a changing of leadership for the most interesting device type.”
Driving media tablet interest is Apple’s iPad 2. 68% of the media tablet shipments in 2Q11 consisted of Apple iPad models. Consumers are choosing tablets over netbooks for a number of reasons. “Media tablets are perceived to be easy to use, compared to the keyboard and mouse interface of a netbook computer. Those who have avoided PCs because they are difficult to use – think the Baby Boomer generation and older – see media tablets as an opportunity to re-engage with Internet access. Cost, however, is certainly not a reason driving tablet interest, as the average media tablet costs approximately $600 and the average netbook is only about half of that,” says Orr."