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Top Findings from Analysis of Media Tablet Owners


According to the latest market study by comScore, demographic analysis of media tablet users by platform revealed distinct differences across iPad, Android and Kindle Fire. Apple iPad owners skewed male (52.9 percent), slightly younger (44.5 percent under the age of 35) and wealthier (46.3 percent residing in households with income of $100k or greater) compared to an average tablet user.

In comparison, Amazon Kindle Fire owners saw their audience skew female with 56.6 percent of its audience base represented by females. Both Google Android and Kindle Fire users saw household income below that of iPad owners, aligning more closely with the mainstream household income reported by smartphone owners.

In the fast-evolving and highly competitive tablet market, understanding the factors that are driving consumers’ purchase decisions is critical for both providers of operating systems and OEMs.

Analysis of the top purchase consideration factors for an average tablet owner found that selection of apps and price of tablet led as the most important factors -- both scoring 7.7 on a 10-point scale.

Brand name of tablet and tablet operating system followed as the next most important factors each with a 7.5-rating, while music/video capabilities ranked #5 in purchase consideration factors with a rating of 7.4.

A comparative look at the purchase consideration factors for iPad and Kindle Fire owners found significant differences between what these consumers deemed important. iPad owners found selection of apps most important in their purchase decision, scoring an 8.1, closely followed by brand name of tablet with a rating of 8.0.

Meanwhile, Kindle Fire owners placed the greatest weight on price of tablet (8.1), followed by selection of apps (7.5). Brand name of tablet and operating system were both scored as less important among Kindle Fire owners than among iPad owners.

Somewhat surprisingly, consumers did not place strong importance on having the same operating system across their tablet and smartphone, with this factor falling outside of the top five consideration factors for iPad, Kindle Fire and the average tablet owner.

Device satisfaction is an important measure in understanding sentiment post-purchase, especially with consumers having a growing number of tablet options available to them. New data showed that tablet owners were highly satisfied with their respective devices, with the average overall satisfaction rating reaching 8.6 on a 10-point scale.

In comparison, smartphone owners rated overall satisfaction with their device an 8.1. iPad owners experienced the highest level of satisfaction (8.8 rating), followed closely by Kindle Fire owners (8.7). Android tablet users (excluding Kindle Fire) had a slightly lower satisfaction rating of 8.2, but which was still very strong in absolute terms.

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