Committed Tablet Buyers Prefer iPads

Almost 3 in 5 “tablet-committed buyers,” defined as consumers committed to buying a tablet but undecided on a brand, end up buying an iPad, according to a Maritz Research survey released in December 2011. Among this group, which Maritz finds accounting for 44% of the tablet market, one-third makes their decision to buy within 2 weeks of entering the market. The Amazon Kindle Fire (45%) dominates the “low-end buyers” segment, defined as consumers who want to spend less than $250 on their purchase, although 16% end up buying an iPad. According to the report, low-end buyers comprise 22% of the tablet market. (more…)