What Devices are Tablets Cannibalizing?

Perhaps the most common notion about tablets going to cannibalize is that netbooks will take the heaviest hit. That's likely largely true. One might suspect that tablets also will cannibalize e-readers to some more of a limited extent. But one wonders whether it also is possible tablets are going to cannibalize smartphones to some extent. 

Forrester Research now says that its initial assumptions about tablet buyers were a bit incorrect. "Initially, we had anticipated that tablet buyers would be dominated by males fitting a typical early adopter profile for several years, but early data suggests that women are now buying iPads in equal numbers to men," said Sarah Rotman Epps, Forrester Research (News - Alert) analyst.

And though Apple discounts the attractiveness of smaller form factor devices, such as 7-inch tablets, Rotman Epps argues that such tablets, which are easier to hold in one hand and fit easily into a purse, will also accelerate women’s tablet adoption.

The base value proposition of portable email and Web access on a tablet will appeal to many women, she argues. But if you are going to spend significant money on a mobile email and Web access device, are you also going to spend on a high-end smartphone? Or if you are going to use both a smartphone and a tablet, might lots of users simply conclude they can get by with a relatively small data plan, as the tablet winds up being used for most Web surfing and email applications?

In fact, it seems possible the 10-inch screen tablet might start to become a different market segment than the 7-inch versions. Many of the 10-inch iPads are going to be purchased by enterprises and businesses, rather than consumers. When spending their own money, many consumers are likely to have to make some choices—partly for cost reasons and partly for ease of use reasons. Few people are going to want to carry a phone, tablet and ebook reader, and possible some sort of netbook or notebook, everywhere. 

To be sure, it likely is netbooks and notebooks that are replaced by tablets. But some percentage of higher-end smartphones, bigger data plans and e-readers likely will face some cannibalization as well. 

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