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US Tablet Buyers Are Multi-PC Consumers

Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle

August 19, 2010

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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.

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  • Consumers Want To Buy A Tablet, Even Though They Don't Know What They Are
  • Tablet Buyers Are Socially Connected Device Junkies
  • Tablet Buyers Are Heavy Online Media Consumers
  • It's Not Just Mac Owners Who Want An iPad
  • Less Than One-Fifth Of iPad Buyers Have An iPhone

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

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