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BizReport : Blogs & Content archives : February 24, 2011

Rebtel: iPad ahead of Kindle, Android with some demographics

For minorities in the US, the iPad has it. That is the takeaway from a new Rebtel report, which found that about 5 million US immigrants own tablet devices. That is 13% of the immigrant demographic already owning a tablet, interesting since many non-immigrants are lamenting the cost and functionality of tablet devices.

by Kristina Knight

rebtel.pngAccording to the report the iPad is preferred by about 66% of the tablet owning immigrant population, with most users of French (17%) or Mexican (15%) descent. No matter the country of origin, tablet-minded consumers reported the iPad was their preferential choice.

"Apple has remained the brand of choice for the immigrant and first generation US market," said Andreas Bernstrom, Rebtel CEO. "We're witnessing a massive shift in technology brand affinity over the past decade as Sony has been dethroned, and Apple has grabbed the reigns and held tight starting with the iPod moving forward."

This type of information is important for brands moving forward, especially retail and packaged goods brands, as research shows that consumers are more likely to research product purchases online before making the buy. As these shoppers become more mobile, brands need to be in the right space - many times the mobile space, services by tablets and smartphones - as well as in the online space.

"[Consumers] have seized control and are more open to the wide choices in the marketplace," said Allison Marsh, Vice President of Consumer Insights with AMP Agency. "[They] are being strongly influenced by information and opinions shared online...this new path to purchase [has become] an everyday part of consumers' behavior."

According to a recent AMP Agency report found about half of shoppers either look to a brand's website (47%) or a retailer website (46%) first when making purchase decisions. Social media and review sites are also big attention getters for product research.

Tags: AMP Agency, Android, iPad, Kindle, mobile content, mobile devices, mobile marketing, Rebtel

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