Whether you support Apple or not it is impossible to argue against their dominance in the tablet category. Holding firm on their price-point strategy since the launch of the iPad in 2010, you can expect to pay $499 for the base model.
A recent report released by iGR suggests that slight price differences between devices will not persuade consumers to choose other tablets.
Those that don’t enjoy or desire Apple products are quick to suggest that Apple comes with an ‘Apple premium’ price tag, though research shows that the truly competitive models (with regards to specifications like screen size, processing power, battery life and weight) aren’t any cheaper. Those of us who love our Apple products feel they are worth the price of admission.
So how much of a discount is enough to be persuasive? “Our ongoing survey results are pretty clear and consistent, the vast majority of respondents are only interested in an iPad — and it would take a discount well over $100 to convince them to buy another OEM’s tablet,” reports iGR vice president, Matt Vartabedian.
The report also suggests that when a consumer is in the market for a tablet and they are considering an iPad, they are not looking toward Android devices at all. This says to me that purchases of the inexpensive Androids (I’m thinking Kindle Fire here, but that’s my interpretation.) are really more like compromises.
Don’t shoot the messenger here either. I think the key message that comes from this report is that consumers have their minds made up before they even begin shopping, and that price isn’t the most persuasive factor. This should be seen as good news for the higher end Android manufacturers because it gives them the leeway to produce a quality product that can be competitive without being cheaper.
iGR is a leading market strategy consultancy identifying a focus on the mobile and wireless communications industry. The research emerging and existent technologies, technology industries, and consumer markets in an effort to predict and influence future performance and direction.