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BizReport : Mobile Marketing : October 06, 2011

iPad vs. Fire: Consumers weigh in on their choices

Kindle's announcement of its Fire tablet last week continues to have an impact across the mobile web. Is Kindle's entrance into mobile the change that will disrupt Apple's hold on the marketplace? Consumers are beginning to weigh in on what they want in a device.

by Kristina Knight

Numbers from Jumptap find tablets are hottest in Maine. Other tablet hotspots include Minnesota, New Jersey, New Hampshire and Connecticut. People in these tablet-heavy states are spending a significant amount of time browsing or using apps on tablet devices; Android, iOS and Blackberry are the hottest providers.

"Tablets, like smartphones, are amongst the most personal media devices, offering users a convenient way to access content, entertainment, and communication tools," said Paran Johar, CMO, Jumptap. "Tablets give advertisers the opportunity to connect with consumers at a deeper level - advertisers need to explore these new consumer connections via dynamic, engaging new formats, and the use of privacy-friendly targeting."

As to the impact of Kindle's new Fire tablet, data from SodaHead indicates it may be a big seller but that it likely won't disturb the iPad's leadership role. More than 60% of those surveyed believe iPad will continue as the predominant tablet device. As for a demographic split, younger consumers (under ag 45) say they prefer the iPad device (66%); those over age 45 noted Kindle Fire's lost price as a reason to buy or switch devices. More affluent consumers ($100,000/year income or more) also reported a preference for iPad.

As for brands, it isn't a matter of which device consumers will choose but how to best engage through various tablet devices. Fluid's Experience platform may help some brands; the platform allows retail and other brands to create ecommerce websites that will fit any mobile screen without worries that images or content will be lost in the display.

"Our technology automatically detects the type of device being used, quickly adapts and offers the best possible presentation of rich media product displays," said Brian Biggs, senior director of product management at Fluid Inc.

Tags: Apple iPad, Fluid, Jumptap, Kindle Fire, mobile marketing, SodaHead, tablet marketing, tablet trends

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  • I certainly can understand the more affluent or the younger generation preferring an iPad. I wrote up a comparison between the Kindle Fire and iPad and came to the same conclusion. I think the iPad is geared towards the person on the go or the businessperson while the Kindle Fire is for those wanting a way to watch movies to TV, read a book or do a little browsing on the internet.

    I would like to get some feedback and thoughts on the Squidoo Lens I wrote up.



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