proprietary and confidential © 2012 maritz satisfaction satisfaction is higher for the ipad and...
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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
Proprietary and Confidential © 2012 Maritz 3
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