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For Marketing Leadership Professionals

US Tablet Buyers Are Multi-PC Consumers – A Social Computing Report

Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle

August 19, 2010

By Sarah Rotman Epps with J. P. Gownder, Laura Wiramihardja

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Why Read This Report

The success of the Apple iPad has created a halo around tablets in general: Consumers are interested in these devices, even if they're confused about what they actually are. US online consumers who own or intend to buy iPads and other tablets fit a typical early-adopter profile, and their characteristics have implications for product strategists designing tablets to compete with the iPad. They own multiple PCs and connected devices; they're voracious media consumers; and they have an affinity for other Apple products but aren't exclusively "Apple-ites." Product strategists should use these insights both to create would-be iPad competitors and to position other devices and peripherals as complementary to tablets in a multi-PC ecosystem.
Tags: Brand & Product Web Sites, Client Computing Hardware, Consumer Mobile Devices, Consumer PCs, Customer Experience Management, eCommerce, IT Infrastructure & Operations, Media & Entertainment, Mobile Channel for Consumers, Product & Solutions Strategies, Product Portfolio Strategies, Social Computing, Tablets, Technology Product Strategies, Web 2.0
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TABLE OF CONTENTS

  • The iPad Has Kicked Off Tablet Mania
  • Contrary To Popular Belief, Grandma Isn't Buying The iPad
  • iPad Buyers Aren't Exclusively Apple-Ites

  • RECOMMENDATIONS

    Pitch Tablets To The Multidevice Consumer
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Consumers Want To Buy A Tablet, Even Though They Don't Know What They Are

  • Models & Calculators:

    Tablet Buyers Are Socially Connected Device Junkies

  • Models & Calculators:

    Tablet Buyers Are Heavy Online Media Consumers

  • Models & Calculators:

    It's Not Just Mac Owners Who Want An iPad

  • Models & Calculators:

    Less Than One-Fifth Of iPad Buyers Have An iPhone

 
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