Martiz Research has announced the results of it's Holiday Tablet Poll which for the first time identifies that there a four key segments within the tablet market. Their report states that they are:
Single-minded buyers (21 percent) : These are individuals who really want to buy an Apple tablet. During their purchasing decision process, these consumers are not thinking of competitors; they are familiar with one or two other tablet brands, but 78 percent buy an iPad. Of that group, 40 percent purchase within two weeks of realizing they need a tablet.
Tablet-committed buyers (44 percent): This group is committed to buying a tablet but is undecided on a brand. These buyers are aware of three or more brands while entering the purchase cycle and are willing to consider brands other than the iPad; however, 58 percent of these consumers end up buying an iPad. Once in the market for a tablet, 34 percent of these purchasers make their decision to buy within two weeks.
Newcomers (13 percent): Newcomers may know a few tablet brands in the market but do not have familiarity or affinity toward any one in particular. Among this group, 58 percent prefer/buy an iPad, but they take longer to make a decision to buy, with only 28 percent purchasing within two weeks.
Low-end buyers (22 percent): These consumers want to spend less than $250 on their purchase. They have given rise to the low-end tablet market and are focused on the price tag and the entertainment value that tablets deliver. This segment is dominated by the Amazon Kindle Fire, which enjoys a commanding share of 45 percent of the market. Thirty-nine percent make their purchase decision within two weeks, demonstrating a rise in impulse buying.
This shows that there is some potential for competitors to get a foothold in the low end buyers market which is currently dominated by the Kindle Fire which was only released in November and only in the US.
