A new study by Martiz Research, which was taken a week before Thanksgiving, has indentified four key buyer segments in the overall tablet market. There are single-minded (21 percent),tablet-committed (44 percent), newcomers (13 percent) and low-end tablet buyers (22 percent). To marketers of Google Android tablets, including those that feature NVIDIA Tegra technology, the study provides key insight into consumer profiles that help effectively target this large market of potential buyers.
“The biggest questions for tablet marketers to decipher this holiday season are: what is driving consumers’ purchasing decisions, and what is causing them to eliminate a particular brand from consideration,” said Michael Allenson, senior strategic consulting director of the Technology/Telecom Research Group at Maritz Research. “In the fast-paced world of consumer technology, marketers need to be able to change course when their brand isn’t doing well. If they can learn quickly who their buyers are and the factors influencing their purchase decisions, they can change their messaging and approach to consumers in time to capture market share.”
The Holiday Tablet Poll results analysis reveal the four key segments broken out as follows:
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.