Holiday Tablet Poll by Maritz Research's DecisionVue 360

Fast Facts

  • Tablet purchases continue to grow; top use is on-the-go computing 
  • 6.2 percent of consumers purchased a tablet during the past 3 month while 6.8 percent of consumers intend to purchase a tablet over the next 3 months, resulting in a 10 percent projected increase in sales.
  • There are four key tablet customer segments: Single-Minded Buyers, Tablet-Committed Buyers, Newcomers, and Low-End Buyers.
  • The Apple iPad is the brand leader, with 50 percent of tablets purchased over the past 3 months.
  • 86 percent of tablet purchases are seen as incremental rather than a replacement for an existing device, such as a desktop or laptop. 
  • For nearly half of consumers, the tablet is used for both personal and work purposes

The Apple iPad is the clear winner among brands for necomers, single-minded buyers and tablet-committed buyers. The Amazon Kindle Fire, however, leads for low-end buyers with 45 percent. In general, however, for those willing to spend more, Apple takes the crown.

 
Maritz Research’s 2011 Holiday Tablet Poll, conducted using the DecisionVue 360 research methodology, is projecting an increase in momentum for tablet sales among all income levels despite economic turbulence.  The Poll projects tablet purchases over the next three months (Dec. 2011 through Feb. 2012) will be approximately 10 percent higher than over the past three months. It also confirms the incidence of impulse purchasing has increased drastically with the introduction of lower priced tablets. Nearly two in three consumers are purchasing a tablet for themselves versus one in five tablets purchased as a gift.
 
 

The Maritz Holiday Tablet Poll reveals there are four Key Buyer Segments in the Tablet Market: Single-Minded Buyers, Tablet-Committed Buyers, Newcomers, and Low-End Buyers.

  • Single-Minded Buyers (21 percent): 60 percent female, average age is 41. iPad-only. Little familiarity with other brands, 78 percent purchasing the Apple iPad. 40 percent make purchase decision within two weeks.
  • Tablet-Committed Buyers (44 percent): 56 percent male, average age is 38. Highly aware of three or more brands, open to purchasing any brand. 58 percent purchasing iPad. 34 percent make purchase decision within two weeks.
  • Newcomers (13 percent): 60 percent female, average age is 46 and 29 percent over 55. Know Tablet brand names, but nothing else. 58 percent purchasing the iPad. 28 percent purchase within two weeks.
  • Low-End Buyers  (22 percent): 54 percent women, average age is 41, buy tablets based on price, want to spend less than $250, 45 percent purchasing the Amazon Kindle Fire, 39 percent make purchase decision within two weeks. 

Each segment has distinct characteristics that shape their decision of whether or not to buy a tablet and if so, which one to buy and what to use it for. Brands can use this information to decipher the best way to reach their target market.

 

 

Tablet Purchasing is Strong and Momentum Continues to Build

  

6.2% of consumers have purchased a tablet in the past 3 months while 6.8% of consumers intend to purchase a tablet in the next 3 months, with a projected 10 percent increase in sales.
 
 

 

Of the four key customer segments, 44 percent of tablet consumers fall under the tablet-committed buyer group. This indicates that most consumers are willing to consider brands other than the iPad.