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BizReport : Mobile Marketing : January 06, 2012

Research reveals average tablet users women in their forties

Figures recently released by Maritz Research show that tablet purchases continue to grow with Apple's iPad the leader. While those facts aren't particularly surprising their revelations about female users are.

by Helen Leggatt

After a poll involving nearly 2,500 consumers in November 2011 Maritz Research broke down tablet users into four categories - Single-Minded Buyers, Tablet-Committed Buyers, Newcomers, and Low-End Buyers.

Further analysis revealed that all but one of the categories was led by women in their forties as can be seen from the descriptions below.

Single-Minded Buyers
60 percent female, average age 41. iPad-only. Little familiarity with other brands. 78% purchasing the Apple iPad. 40% make purchase decision within two weeks.

Tablet-Committed Buyers
56% male, average age 38. Highly aware of three or more brands, open to purchasing any brand. 58% purchasing iPad. 34% make purchase decision within two weeks.

Newcomers (13%):
60% female, average age 46, 29% over 55. Know tablet brand names, but nothing else. 58% purchasing iPad. 28% purchase within two weeks.

Low-End Buyers (22%):
54% women, average age is 41, buy tablets based on price, want to spend less than $250, 45% purchasing the Amazon Kindle Fire, 39% make purchase decision within two weeks.

"Based on purchase profiles, we can conclude there is definitely room for non-iPad brands to capture market share," said Michael Allenson, senior strategic consulting director of the Technology/Telecom Research Group at Maritz Research.

"These brands need to make an impression on the newcomers because they have low awareness. To reach the tablet-committed buyer, marketers need to look at the sources of information they use, combined with purchase channels and their reason for purchasing, to determine the best message and method of reaching consumers with their brand's value proposition."

Tags: iPad, Kindle Fire, Maritz Research, mobile marketing, tablet trends, tablet usage

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