Gartner Research

Consumers Buy Media Tablets Based on Lower Prices and Better Quality, not Brand

Published: 06 September 2013

ID: G00255526

Analyst(s): Meike Escherich, Annette Jump

Summary

Our 2013 consumer survey shows that media tablets are now purchased for different reasons than in 2011. Media tablet vendors and producers should target later adopters and consider the incorporation of hot buttons to grow sales.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • In 2011 brand ranked as the No. 1 purchase criterion. In 2013 it is No. 3, so there is a lower entry barrier for vendors but product positioning is harder
  • More vendors have entered the media tablet market since 2011. Because of this brand is less important, so marketing messages need to be more impactful.
  • Apple and Samsung media tablet owners spend longer on entertainment activities than owners of other brands, which has segmented the market into different user types for media tablet vendors and producers

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