Growth in Ownership of Smartphones and Tablets Appears Largely Android-Driven

New York , N.Y. – August 8, 2013 – Growth is the word of the day in key areas of the tech world, with tablets and smartphones showing unrelenting growth within their respective markets. Both categories were jump started by strong products from Apple under Steve Jobs’ stewardship; however, it appears that Apple’s competitors in these categories, Android and Samsung, are the ones presently driving category growth.

These are some of the results of The Harris Poll of 2,242 adults surveyed online between July 17 and 27, 2013 by Harris Interactive as part of a quarterly Tech Tracker intended to act as a barometer of technology ownership and interactions among U.S. adults.

Android driving smartphone ownership growth

The majority of Americans (54%) confirm owning a smartphone, up five points from April (49%) and 8 points since January (46%). Looking at specific smartphones owned:

  • Android ownership (30%) is up four points since April (26%) and seven points since January (23%).
  • iPhone ownership (23%) shows less movement, up one point since April (22%) and two points since January (21%).

iPad still rules tablet category overall, but Samsung and Google are the brands helping the category grow

The tablet category also continues to grow, with nearly four in ten Americans (38%) owning a tablet, up five points since April (33%).

  • Apple’s iPad family of products account for a strong percentage of the category, yet shows little movement. The iPad series (17%) is up only one point from April (16%), while ownership of the iPad mini is unchanged (2% in both waves).
  • Amazon’s Kindle Fire series (10%) also accounts for a strong proportion of the tablet category, but also shows little change from April (9%).
  • While showing smaller current ownership levels, Samsung’s Android-powered Galaxy series (6%) appear to be the product line most notably contributing to category growth, with ownership doubling since April (3%).

Tablets display cross-generational reach

It will likely come as no surprise that tech product ownership is typically more common among younger Americans. That said, tablets – among the newer types of tech devices to hit the market in the past few years – show a surprising reach into older groups:

  • The iPad series appears to be equally appealing to all but the oldest generation, with ownership roughly consistent across every group except Matures (18% Echo Boomers, 19% Gen Xers, 17% Baby Boomers, 10% Matures).
  • The Kindle Fire series appears to cross generations even more comprehensively, perhaps attributable to its focus on easy media consumption over cutting-edge apps; Kindle Fire ownership hovers consistently near the one-in-ten mark (11% Echo Boomers, 12% Gen Xers, 9% each Baby Boomers and Matures).

To see other recent Harris Polls, please visit the Harris Poll News Room.


TABLE 1a

DEVICES OWNED

Computing & Mobile – Trended

Which of the following do you currently own? Please select all that apply.

Base: All U.S. adults

 

May 2012

Sept. 2012

Jan. 2013

April 2013

July 2013

%

%

%

%

%

Computer [NET]

na

na

95

95

93

Desktop computer [NET]

na

na

70

70

68

Desktop computer (Windows based)

62

59

61

62

59

Desktop computer (Apple based)

10

7

8

7

8

Desktop computer (other)

na

na

4

5

5

Laptop computer [NET]

na

na

70

66

66

Laptop computer (Windows based)

56

57

59

56

57

Laptop computer (Apple based)

12

10

10

9

10

Laptop computer (other)

na

na

5

5

4

Mobile Phone [NET]

na

na

80

79

80

Smartphone [NET]

na

na

46

49

54

Android powered smartphone

18

24

23

26

30

iPhone

17

21

21

22

23

Blackberry

7

5

4

4

3

Windows mobile powered smartphone

4

3

2

3

3

Standard mobile phone (i.e. a phone mainly for calls and/or texting; not a smartphone)

na

na

40

35

33

Tablet [NET]

na

na

35

33

38

iPad

13

15

18

16

17

Amazon Kindle Fire series tablet

na

na

11

9

10

Samsung Galaxy series tablet

na

na

4

3

6

iPad mini

na

na

2

2

2

Google Nexus series tablet

na

na

1

2

2

Windows powered tablet

2

1

2

1

1

Other Android powered tablet

na

na

4

6

6

Note: Percentages may not add up to 100% due to rounding


TABLE 1b

DEVICES OWNED

Entertainment & Media – Trended

Which of the following do you currently own? Please select all that apply.

Base: U.S. adults

 

May 2012

Sept. 2012

Jan. 2013

April 2013

July 2013

%

%

%

%

%

TV [NET]

na

na

79

77

76

HDTV [NET]

na

na

61

60

60

HDTV w/out built-in Internet capabilities

na

na

50

49

49

HDTV w/ built-in Internet capabilities (Smart TV)

na

na

17

16

17

Standard definition TV

na

na

36

36

32

Digital camera [NET]

661

651

68

64

65

Digital camera – point & shoot

58

56

55

Digital camera – SLR

19

17

18

DVD/Blu-ray Player [NET]

na

na

58

55

56

Standalone DVD player (not including other devices that can also play DVD’s)

na

na

49

47

47

Standalone Blu-ray player (not including other devices that can also play Blu-ray disks)

na

na

22

22

22

Home video game console [NET]

na

na

43

40

43

Nintendo Wii / Wii U

na

na

29

26

28

Xbox 360

na

16

18

17

18

Sony PlayStation 3

14

12

14

15

14

TV Devices [NET]

na

na

36

35

35

Digital Video Recorder or DVR (TiVo, etc.)

na

na

32

32

32

Set-top streaming media box (Roku, Apple TV, etc.)

na

na

7

6

7

E-reader [NET]

na

na

21

17

20

Amazon Kindle e-reader that is not a tablet computer

16

15

13

12

12

Barnes & Noble Nook e-reader

6

5

6

5

6

Other e-reader

na

na

3

1

3

Handheld video game console [NET]

na

na

15

15

15

Nintendo DS/3DS

na

na

12

12

13

Sony PSP or PS Vita

na

na

5

6

1

Note: Percentages may not add up to 100% due to rounding

12012 Polls asked digital camera without distinction between point-and-shoot and SLR


TABLE 1c

DEVICES OWNED

Computing & Mobile – Generation, Gender & Children in HH

Which of the following do you currently own? Please select all that apply.

Base: U.S. adults

 

July 2013

Generation

Gender

Echo Boomers (18-36)

Gen X (37-48)

Baby Boomers (49-67)

Matures (68+)

Male

Female

%

%

%

%

%

%

%

Computer [NET]

93

87

94

94

99

93

92

Desktop computer [NET]

68

49

64

79

85

71

65

Desktop computer (Windows based)

59

43

56

69

74

62

57

Desktop computer (Apple based)

8

5

9

9

8

8

7

Desktop computer (other)

5

4

5

5

5

5

4

Laptop computer [NET]

66

74

74

62

51

68

65

Laptop computer (Windows based)

57

62

63

56

44

58

57

Laptop computer (Apple based)

10

16

11

7

4

11

10

Laptop computer (other)

4

4

8

3

4

5

3

Mobile Phone [NET]

80

85

83

78

71

79

81

Smartphone [NET]

54

72

64

46

23

53

55

Android powered smartphone

30

43

37

23

10

30

30

iPhone

23

31

29

19

11

22

24

Blackberry

3

2

7

4

3

3

4

Windows mobile powered smartphone

3

3

3

3

1

4

2

Standard mobile phone (i.e. a phone mainly for calls and/or texting; not a smartphone)

33

22

27

36

53

33

33

Tablet [NET]

38

43

48

35

24

40

37

iPad

17

18

19

17

10

18

16

Amazon Kindle Fire series tablet

10

11

12

9

9

9

12

Samsung Galaxy series tablet

6

10

8

4

1

8

5

iPad mini

2

2

1

2

2

2

2

Google Nexus series tablet

2

3

2

1

1

3

1

Windows powered tablet

1

1

2

1

1

1

1

Other Android powered tablet

6

5

11

5

3

6

6

Note: Percentages may not add up to 100% due to rounding

indicates percentage is <.05%


TABLE 1d

DEVICES OWNED

Entertainment & Media – Generation, Gender & Children in HH

Which of the following do you currently own? Please select all that apply.

Base: U.S. adults

 

July 2013

Generation

Gender

Echo Boomers (18-36)

Gen X (37-48)

Baby Boomers (49-67)

Matures (68+)

Male

Female

%

%

%

%

%

%

%

TV [NET]

76

65

79

81

80

78

73

HDTV [NET]

60

57

60

64

61

64

57

HDTV w/out built-in Internet capabilities

49

46

49

53

49

53

46

HDTV w/ built-in Internet capabilities (Smart TV)

17

17

18

17

17

17

17

Standard definition TV

32

23

38

36

34

34

30

Digital camera [NET]

65

58

67

67

70

65

65

Digital camera – point & shoot

55

46

58

57

62

54

56

Digital camera – SLR

18

18

19

18

14

21

15

, le=font-family: Calibri>E-reader [NET]

 

20

20

22

20

18

19

21

Amazon Kindle e-reader that is not a tablet computer

12

11

13

13

13

10

14

Barnes & Noble Nook e-reader

6

8

6

6

3

7

6

Other e-reader

3

2

5

2

2

3

3

Handheld video game console [NET]

15

26

20

7

3

14

16

Nintendo DS/3DS

13

24

17

6

3

12

14

Sony PSP or PS Vita

5

9

9

2

6

5

Note: Percentages may not add up to 100% due to rounding

indicates percentage is <.05%


TABLE 2

XBOX 360 SPECIFICS – by Trend & Gender

You indicated owning an Xbox 360. Which of the following describes how you have it set up?

Base: Own an Xbox 360

 

Jan. 2013

April 2013

July 2013

%

%

%

It is connected to the Internet

59

65

58

I own an Xbox Kinect

41

43

40

I have an Xbox Live Gold subscription

38

45

35

None of these

15

17

20

Note: Percentages may not add up to 100% due to rounding

TABLE 3

PLAYSTATION 3 SPECIFICS – by Trend & Gender

You indicated owning a PlayStation 3. Which of the following describes how you have it set up?

Base: Own a PlayStation 3

 

Jan. 2013

April 2013

July 2013

%

%

%

It is connected to the Internet

80

79

80

I have a PlayStation Plus subscription

20

16

19

I own PlayStation Move motion control accessories

20

25

14

None of these

15

12

12

Note: Percentages may not add up to 100% due to rounding

TABLE 4

BLU-RAY PLAYER SPECIFICS – by Trend & Gender

You indicated owning a Blu-ray player. Is it connected to the Internet?

Base: Own a Blu-ray player

 

Jan. 2013

April 2013

July 2013

%

%

%

Yes

45

48

45

No

53

48

50

Not at all sure

2

4

5

Note: Percentages may not add up to 100% due to rounding

 

TABLE 5a

TV SERVICES SUBSCRIBE TO – by Trend, Generation, Gender & Children in HH

Which of the following services do you subscribe to?

Base: U.S. adults

 

Jan. 2013

April 2013

July 2013

Generation

Gender

Echo Boomers (18-35)

Gen X (36-47)

Baby Boomers (48-66)

Matures (67+)

Male

Female

%

%

%

%

%

%

%

%

%

TV service NET

75

75

74

62

71

80

87

73

74

Cable TV service

53

51

51

44

47

56

59

52

50

Satellite TV service

23

25

24

20

25

25

29

23

25

Netflix NET

29

28

29

42

34

22

10

29

28

Netflix – streaming service

24

24

25

40

30

18

5

26

24

Netflix – DVD delivery service

12

9

9

9

10

10

6

9

9

Amazon Prime

10

11

12

17

17

9

7

12

13

Hulu Plus

5

5

5

10

4

4

6

5

None of these

14

14

14

18

14

14

11

14

15

Note: Percentages may not add up to 100% due to rounding

indicates percentage is <.05%

TABLE 5b

TV SERVICES SUBSCRIBE TO – by Subscriptions, Tablet Ownership & Computer Type

Which of the following services do you subscribe to?

Base: U.S. adults

 

July 2013

Services Subscribe To

Streaming services [NET]

Cable/ Satellite [NET]

%

%

%

TV service NET

74

66

100

Cable TV service

51

46

69

Satellite TV service

24

21

32

Netflix NET

29

79

26

Netflix – streaming service

25

77

22

Netflix – DVD delivery service

9

18

8

Amazon Prime

12

38

12

Hulu Plus

5

16

4

None of these

14

Note: Percentages may not add up to 100% due to rounding

indicates percentage is <.05%

-indicates percentage is 0%

 

Methodology

This Harris Poll was conducted online within the United States between July 17 and 22, 2013 among 2,242 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words margin of error as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

 

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

 

Product and brand names are trademarks or registered trademarks of their respective owners.

The Harris Poll #52, August 8, 2013

By Larry Shannon-Missal, Harris Poll Research Manager

 

About Harris Interactive

Harris Interactive is one of the world’s leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.