This document provides an overview and analysis of trends in the tablet and e-reader industries. It discusses consumer behaviors and opportunities for businesses. The document also summarizes Levelwing's services in analyzing data to provide actionable insights and solutions to help companies achieve their business goals.

1. TABLETS + E-READERS
TRENDS + USAGE
ANALYSIS

2. 2
WHY DO I CARE?
Glad you asked…
In this report you will find a high-level overview of the tablet and e-reader industry. It is important that we keep a
pulse on the industry and related CONSUMER BEHAVIORS in order to identify OPPORTUNITIES that transform our
businesses.
At Levelwing, we specialize in analyzing the paths that contribute to such BUSINESS OUTCOMES. Our analysts are
experts at TRANSLATING data collected via website analytics, customer relationship databases, consumer
research, phone call logs and even recruitment application databases INTO A MEANINGFUL STORY that has real
business applications and implications for your company.
Please enjoy the insights contained within.

3. TABLET + E-READER
TRENDSCATEGORY OVERVIEW
3

4. Among those reading a book in the
past year, 30% had read at least onee-book during that period.Source: Pew Internet & American Life Project,“E-book Reading Jumps;
Print Book Reading Declines,” Dec 27,2012
TABLET + E-READER INDUSTRY TRENDS
4
Monitoring industry trends can help fuel strategies and initiatives by capitalizing on these trends in order to
reach consumers on these devices.
The fastest growth in e-readerusers last year was among African
Americans, among whom user
numbers increased 81%.
eMarketer,“Ereader User Increases Slow,” Jan 2, 2013
Over the next 5 years, total shipments of tablet
computers to enterprises around the world are
expected to increase at a compound annual
growth rate (CAGR) of 48%, with shipments
rising from 13.6 million units in 2011 to 96.3
million units in 2016.
Worldwide Enterprise Tablet Market Forecast Report, Jan 25, 2012
Tablets are most often a starting point
for shopping and trip planning.
The New Mult-Screen World, Google/Ipsos/Sterling, US,Aug 2012

5. TABLET + E-READER OWNERSHIP
5
78 MILLION
Americans own a tablet
and more than
59 MILLION
Americans own an e-reader
More than
Source: comScore, June 2012; Pew Research Center, ”25% of American Adults Own Tablet Computers”, October 2012
As e-reader and tablet ownership increases so does the necessity of having an optimized website (i.e.
Responsive Design) for consumers using these devices, in addition to desktops and smartphones, for
product research and purchasing.

6. TABLET + E-READER OWNERSHIP
6
In May of 2011, the percentage of American adults that owned an e-reader was greater than
the percentage of American adults owning a tablet. Since then, tablet ownership has been
greater than e-reader ownership, with 26% of American adults owning an e-reader and 31%
owning a tablet computer.
Source: Pew Internet Surveys 2009-2013
0%
5%
10%
15%
20%
25%
30%
35%
Apr-09 May-10 Sep-10 May-11 Aug-11 Jan-12 Apr-12 Dec-12 Jan-13
Tablet E-Reader

7. TABLET + E-READER OWNERSHIP
7
Tablet ownership growth has occurred since May 2010 while e-reader ownership declined slightly from May
2011 to December 2011. From December 2011 to November 2012, e-reader ownership increased 9% and
tablet ownership increased 15%. Monitoring trends in tablet and e-reader ownership can be an indicator of
related purchasing, such as e-book and app purchases.
0%
5%
10%
15%
20%
25%
30%
35%
May 2010* May 2011* December 2011** Nov 2012**
E-Reader Tablet Either
Source: Pew Internet & American Life Project, “E-book Reading Jumps; Print Book Reading Declines,” Dec 27,2012
Note: *ages 18+; **ages 16+

8. TOP 5 TABLET VENDORS, WORLDWIDE SHIPMENTS
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Apple had the greatest year-over-year change in Q4 worldwide shipments of all tablet vendors. Samsung
and ASUS experienced the second and third greatest change year-over-year shipments, but Amazon
remained higher than ASUS in total 2012 Q4 worldwide shipments. Tracking the audience base by device
can illuminate growth trends and combined with targeted messaging, brands can ensure they are reaching
consumers using each device.
Source: IDC Worldwide Quarterly Tablet Tracker, January 31, 2013 (preliminary data)
VENDOR
2011 Q4 SHIPMENTS
(IN MILLIONS)
2012 Q4 SHIPMENTS
(IN MILLIONS) CHANGE
APPLE 15.5 22.9 +7.4
SAMSUNG 2.2 7.9 +5.7
AMAZON 4.7 6.0 +1.3
ASUS 0.6 3.1 +2.5
BARNES & NOBLE 1.4 1.0 -0.4
OTHERS 5.5 11.6 +6.1
ALL 29.9 52.5 +22.6

9. RESEARCH BEHAVIOR
TABLET + E-READER
USAGE
9

10. TABLET AS RESEARCH TOOL
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41% of all U.S. tablet owners researched a product in the past month and shoppers using the iPad have a
5.2% conversion rate to e-purchase, the highest of any device. Ensuring brand sites are optimized for easy
purchase is critical to online revenue streams.
Sources: North American Technographics Online Benchmark Survey (Part 1), Q2 2012; IBM Coremetrics Benchmark Reports: Black
Friday and Cyber Monday 2011; Google/OTX Consumer Pulse Check, Q4 2010
41%
of U.S. tablet
owners
researched a
product in the
past month

11. TABLET USAGE LOCATION + BEHAVIOR
11
Not only are more tablet users engaging with their device at home, but they are also using another device
simultaneously while using their tablet. Learning usage behavior can help companies strategize campaigns that
will reach these consumers where they are active. In addition, this emphasizes the need for a cohesive
strategy and assets in order to ensure there is a seamless experience across devices.
Source: The New Mult-Screen World, Google/Ipsos/Sterling, US, Aug 2012
21%
79%
Out of Home At Home
75% of all tablet usage is accompanied by the
usage of a second device – 35% with a
smartphone and 44% with a television
Forrester Research US Cross-Channel Retail Forecast, 2011 To 2016, June 2012

12. SIMULTANEOUS SCREEN USAGE ACTIVITES
12
When engaging in multi-screen usage, consumers are using their devices primarily for email. Second and third
most popular activities were Internet browsing and social networking, respectively. There is less consumer
attention at these times because while consumers are emailing, browsing the internet, and social networking,
they are very likely to be doing something else at the same time. 78% of simultaneous usage is multi-tasking, with
a key device combination being TV + tablet at 89%.
42%
44%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Watching Video
Work Documents
Searching for Info
Playing a Game
Social Networking
Internet Browsing
Emailing
Source: The New Mult-Screen World, Google/Ipsos/Sterling, US, Aug 2012

13. SEARCH ENGINE RESULTS FOR PRODUCTS
13
In addition to Paid Search Placements and Organic
Search Results (which are primarily online and brick-
and-mortar retailers), consumers are shown a
GOOGLE SHOPPING sponsored box (yellow) for an e-
readers search. Included brands showing images for
‘ereaders’ include:
• Nook
• Kindle
• Jensen
• Pandigital
• Kobo
Google Shopping product highlights are based on
product listing ads and allow consumers to easily
compare and purchase products.
*paid placements are paid advertising available through search engines, organic
search results are the listings that are free and do not require a hard media investment
SEARCH ENGINE RESULTS PAGE FOR ‘EREADERS’

14. *Devices like Kindle Fire and Nook HD are considered tablets versus dedicated e-readers
SEARCH ENGINE RESULTS FOR PRODUCTS
14
Included brands showing images for ‘tablets’ in the
GOOGLE SHOPPING sponsored box (yellow) include:
• Samsung
• Google Nexus
• Kindle Fire*
• Nook HD*
• Sony
SEARCH ENGINE RESULTS PAGE FOR ‘TABLETS’

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LIKE WHAT YOU SEE? WANT TO SEE MORE?
This is just the beginning of what we can tap into, imagine what we could do with the data you have internally…
At Levelwing, we specialize in interpreting your data and providing you with actionable insights + solutions (and not
just graphs) that can impact your MARKETING, MERCHANDISING, INVENTORY or even RESEARCH AND
DEVELOPMENT. We help companies utilize data to OPERATE WITH GREATER CLARITY + PROFITABILITY.
Bottom line, we move your business forward by helping you make sense of your data so that you can ACHIEVE
WHAT COULD BE.
For additional information, please contact:
STEVE PARKER, JR.
Co-Founder & Managing Partner
steve@levelwing.com
1+843.631.4587

16. THANK YOU
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Want to learn more about Levelwing? Just keep reading.

17. WHO IS LEVELWING?
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18. GLOBAL REACH We currently serve clients throughout North
America, Europe, China and Japan
UNIQUE APPROACH Levelwing is the leader in business
intelligence and marketing solutions with data mining + analytics at
the core
MEASURED SUCCESS Levelwing has experienced 10 consecutive
years of growth with industry leading client satisfaction results
FULLY INTEGRATED We employ a matrix organization of marketers,
analytics design experts, statisticians, researchers and creatives
WE ARE LEVELWING
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19. The Right Data Changes Everything
Marketing Budgets Should Be Smaller, Not Larger
Accountability is Essential
Success Should Pay For Itself
Leverage Existing Demand First
OUR BELIEFS
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20. “Some of the most innovative and strategic minds in the industry” - Novartis
“Some of the most sophisticated things I’ve seen being done with analytics and ROI measurement” - Adobe
SOME OF OUR PARTNERS
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