Single-minded buyers (21%): 60% female, average age is 41 and income is $75,000. iPad-only. Little familiarity with other brands, 78% purchasing the Apple iPad. 40% make purchase decision within two weeks.
Tablet-committed buyers (44%): 56% male, average age is 38 and income is $72,000. Highly aware of three or more brands, open to purchasing any brand. 58% purchasing iPad. 34% make purchase decision within two weeks.
Newcomers (13%): 60% female, average age is 46 and 29% over 55 and income is $70,000. Know Tablet brand names, but nothing else. 58% purchasing the iPad. 28% purchase within two weeks.
Low-end buyers (22%): 54% women, average age is 41 and income is $62,000. They buy tablets based on price, want to spend less than $250, 45% purchasing the Amazon Kindle Fire, 39% make purchase decision within two weeks.
Analysis confirms an extremely high proportion of tablet purchases (86%) are seen as incremental rather than a replacement for an existing device in their household. Finally, price is more important to low-end and newcomers customers. Brand and 3G/4G connectivity are more influential for single-minded buyers.