proprietary and confidential © 2012 maritz satisfaction satisfaction is higher for the ipad and...

Proprietary and Confidential © 2012 Maritz

Satisfaction• Satisfaction is higher for the iPad

and Kindle Fire than for the Galaxy Tab and other tablets

• However, those who made planned tablet purchases are more satisfied than those who made unplanned purchases, even among iPad owners

• Unplanned purchasers tend to use tablets less than do the planned purchasers, impacting their satisfaction levels

1

Holiday Tablet Poll Re-contact Study

May 2012

(n = 1,347)

• The research tells a tale of two kinds of Tablet buyers - those who knew what they were buying and those who followed the hot trend

• A majority of intenders follow through on their purchase intent… but nearly as many did not

• Growth in the market is being powered in part by buyers who unexpectedly decided to make a purchase

Of Unplanned Purchasers had not

expected to purchase a tablet for at least a year

Tablet Intenders

in Nov. 2011

Tablet Non-

Intendersin Nov. 2011 15%

85%

BoughtDid Not

Buy

Did Not Buy

Bought

76%iPad

Galaxy Tab

80%

70%

60%

50%

70%

66%

56%

Tablet Purchase Process - 2012

Satisfaction with TabletActivities with significantly less

frequency among unplanned purchasers

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Activity Segments• The kinds of activities being done

on tablets and their frequency shed much light on why some buyers are more satisfied with their purchase than others

• Also, they highlight where tablet capabilities have an opportunity for expansion

2

Activities• There are a wide range of activities

being done on tablets, but usage varies considerably, as does satisfaction with those activities on tablets

• Activity importance in driving tablet satisfaction does not correlate with usage frequency

• Tablets are largely being used for the same features (Kindle Fire is a little different), but number of apps downloaded and free vs. paid apps varies considerably

• iPad users have the most downloaded apps. These users also use their devices for more activities than do other tablet owners

• Those using more activities and apps tend to be more satisfied with their tablets

Opportunity Activities

Top Activities

Download Program Apps

Watching Videos

Shopping

To-do lists

eBooks

Check News

Social Networking

Info Search

22%Paid

28%Paid

14%Paid

iPad Galaxy Tab

Average Total Apps

Average Total Apps

Average Total Apps

35 22 25Top 5 App Types• Games• Entertainmen

t• Music• Education• News

Top 5 App Types• Games• Entertainmen

t• Music• Health & Fit• Education

Top 5 App Types• Games• Music• Entertainmen

t• Utilities• News

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Impact on Other Technologies• Tablets are having a significant

impact on usage and future purchase plans for desktop and laptop computers

• While the impact is greatest on PCs, it extends to numerous other devices

• The research pinpoints which buyers and devices are impacted more and less as well as the reasons why

• 15% of tablet buyers say if they had to start over and had NO technology they would purchase a tablet first before a smartphone or a laptop/desktop computer

• The collateral effect of higher satisfaction with higher use of the tablet is that those using more activities are more inclined to choose a tablet first if starting over. Due to its success so far, iPad owners are most willing to choose a tablet before choosing a laptop/desktop

Will delay PC purchase

42%

Futu

rePurc

hase

21%

Usa

ge

62%

Device Choice If Starting OverAmong Purchasers

By Brand