May 24, 2012 06:00 ET

New iGR Research Shows Average Price Intenders Are Willing to Pay for a Tablet Has Dropped by 18 Percent in the Last 12 Months

Leading Factor Impacting Tablet Purchase Is Price, Followed by Battery Life

AUSTIN, TX--(Marketwire - May 24, 2012) - For Apple, it has been the best of times. For its competitors, well, the good news is that it has been worse. In the U.S. and, really, the world, there are two tablet markets. Apple sells millions of tablets in a debut weekend; its competitors sell, collectively, millions of tablets in three months.

iGR's ongoing U.S. consumer research suggests that there are three types of prospective tablet customers: those who want an iPad, those who do not and those who are not sure. There is very little an Android OEM can do, for example, to win over someone interested in an iPad. The path to unit sales growth for that OEM -- be it Android, QNX or Windows -- is to win over the undecided crowd or win over someone interested in a competitor's product.

iGR's latest research shows that in May 2012, 54 percent of consumers reported using an Apple iPad down from 64 percent one year earlier in May 2011. Conversely, Android penetration has risen from 13 percent in May 2011 to 32 percent in May 2012, mainly due to Amazon's Kindle Fire.

The latest research also shows that the average price consumers are willing to pay for a tablet (of all types) is approximately $275. In March 2011, the average price survey respondents were willing to spend was approximately $335 -- the average price intenders are willing to pay has therefore dropped by $60 in 12 months. Note that both these values were calculated on similar price ranges and reflect the average price regardless of the type of tablet the respondent was interested in.

"Price is still the leading factor that impacts tablet purchase but consumers appear willing to pay more for an Apple iPad," said Iain Gillott, president and founder of iGR, a market research consultancy focused on the wireless & mobile industry. "Battery life is the second leading buying factor for a tablet, ahead of the speed of the processor and other factors, including the size of the screen."

iGR's new market research report, Tablets in the U.S.: A Tale of Two Markets, provides an overview of tablet usage among U.S. consumers as of May 2012, and addresses the following questions:

  • How has U.S. tablet usage changed since early 2011?
  • What is the mix of tablet OEM brands in the U.S.?
  • What type of wireless capabilities do U.S. consumers prefer in their tablets?
  • What price are U.S. consumers willing to pay for tables?
  • What are the key factors driving U.S. tablet purchases?
  • What key factors would drive increased U.S. tablet interest/purchases?
  • What tablet OEMs would U.S. consumers consider buying from?
  • What is the U.S. consumer's likelihood of buying a tablet in May 2012?
  • What tablet brand and/or OS are U.S. consumers considering?

The new report can be purchased and downloaded directly from iGR's website, providing immediate access to a digital copy of the research. Alternatively, contact Iain Gillott at (512) 263-5682 or at for additional details on this report as well as information on the Wireless and Mobile Landscape advisory service.

About iGR

iGR is a market strategy consultancy focused on the wireless and mobile communications industry. Founded by Iain Gillott, one of the wireless industry's leading analysts, in late 2000 as iGillottResearch, iGR is now entering its twelfth year of operation. iGR continuously researches emerging and existent technologies, technology industries, and consumer markets. We use our detailed research to offer a range of services to help companies improve their position in the marketplace, clearly define their future direction, and ultimately improve their bottom line.

iGR researches a range of wireless and mobile products and technologies, including: smartphones; tablets; mobile applications; bandwidth demand and use; small cell architectures; DAS; LTE; WiMAX; VoLTE; IMS; NFC; GSM/GPRS/UMTS/HSPA; CDMA 1x/EV-DO; iDEN; SIP; macro-, pico- and femtocells; mobile backhaul; WiFi and WiFi offload; and SIM and UICC

A more complete profile of the company can be found at

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