Steve BarrettTablets

iPad dominates all but the "Low End" tablet market

Steve BarrettTablets

iPad with Smart Cover Martiz Research has announced the results of it's Holiday Tablet Poll which for the first time identifies that there a four key segments within the tablet market. Their report states that they are:

Single-minded buyers (21 percent) : These are individuals who really want to buy an Apple tablet. During their purchasing decision process, these consumers are not thinking of competitors; they are familiar with one or two other tablet brands, but 78 percent buy an iPad. Of that group, 40 percent purchase within two weeks of realizing they need a tablet.

 Tablet-committed buyers (44 percent): This group is committed to buying a tablet but is undecided on a brand. These buyers are aware of three or more brands while entering the purchase cycle and are willing to consider brands other than the iPad; however, 58 percent of these consumers end up buying an iPad. Once in the market for a tablet, 34 percent of these purchasers make their decision to buy within two weeks.

Newcomers (13 percent): Newcomers may know a few tablet brands in the market but do not have familiarity or affinity toward any one in particular. Among this group, 58 percent prefer/buy an iPad, but they take longer to make a decision to buy, with only 28 percent purchasing within two weeks.

Low-end buyers (22 percent): These consumers want to spend less than $250 on their purchase. They have given rise to the low-end tablet market and are focused on the price tag and the entertainment value that tablets deliver. This segment is dominated by the Amazon Kindle Fire, which enjoys a commanding share of 45 percent of the market. Thirty-nine percent make their purchase decision within two weeks, demonstrating a rise in impulse buying.

This shows that there is some potential for competitors to get a foothold in the low end buyers market which is currently dominated by the Kindle Fire which was only released in November and only in the US.