When Amazon.com introduced the Kindle Fire in 2011, it was a budget-friendly game-changer for the growing tablet market that certainly shook the Apple tree. Fast forward to holiday 2012 and Apple – facing declining market share for its once superbly dominant iPad – has responded directly to the value-priced threat (from Amazon, Google, et al.) with its own $329 entry, the iPad mini. Not to be outdone, Amazon has recently launched the upgraded Kindle Fire HD – at the still very wallet-friendly $199 price point.
iPad mini sales are expected to exceed 5 million units this quarter, while the world’s largest online retailer touts the Kindle Fire HD as the “#1 most gifted product on Amazon.” And all of the back-and-forth between these two giants is enough to send Santa into a tizzy. With the shopping days until Christmas now numbered, let’s take a look at how the nearly 9,000 consumers we talk to each month feel about these two new tablets, courtesy of our popular “Hot or Not?” feature.
As it turns out, if you are planning on gifting either of these devices, you’re likely to make the recipient pretty happy. The majority of Adults 18+ rated the both the Kindle Fire HD (56.9%) and iPad mini (58.2%) as “hot,” though Apple’s device boasts a slight edge.
And if your recipient is a Gen X-er, you’re in luck: those born between 1965 and 1982 were the most likely to be fanning the flames on both of these “hot” tablets. Millenials followed, but expressed sentiment more in line with the general population. The Silent generation (much like its affinity for Apple iOS) and Boomers were more likely to boost the temperature on the iPad mini, rather than the Kindle Fire HD.
The upside for Amazon? It appears that we’ve stumbled upon a new slogan: Kindle Fire HD: Not Your Grandmother’s Tablet
When you buy a new smartphone or tablet, do you get excited about having the latest and greatest gadget on the market? Does that excitement fade after about a month when the next “latest and greatest” hits the shelves? You are not alone!
Overall, about 1 in 5 Mobile Users (19.4%) simply have to have a new product or upgrade when it is made available. 23.2% of men say they go out and get it these new products right away while women (15.9%) are less likely to feel the impulse:
I agree with the ladies on this one—I’d rather save my money and enjoy other parts of my life that don’t involve being glued to a gadget. It appears as though the most popular option when a new product is available is to wait for prices to drop before jumping on the mobile bandwagon.
Perhaps because men are more likely to buy the newest tech products as soon as possible, they are also less likely than women to find it difficult to stay up to date with technology upgrades. 42.3% of women somewhat/strongly agree that it is hard to keep up with new and changing technology devices vs. 37.2% of men:
I’m going to have to side with the fellas on this one, mostly because I don’t bother to try to keep up!
For more insights on mobile users, including how smartphones and tablets are used on vacation, check out our latest press release: Top Ways Mobile Users Stay “Connected” on Vacation: Personal Email, GPS & Keeping in Touch, According to Latest Mobile Survey.
Even more insights are available on your tablet via the Prosper Mobile InsightCenter. You can install the app on your iPad or download to your Android™ tablet. No tablet? No problem! View the InsightCenter online here.
Android™ is a trademark of Google, Inc.
Source: Prosper Mobile Insights™ Mobile Survey, March 2012, N=346
© 2012, Prosper®
Forget about shopping in your pajamas – with smartphones and tablets, you can shop in multiple stores by going to just one store. Sure, you can do that online, from the comfort of your own home, but you can’t feel the product and really see it up close. You also don’t have the advantage of picking the brains of customer service reps and product experts.
I recently had the chance to “borrow” customer service from a store I wasn’t planning to purchase from. Sadly at the time, I did not have a smartphone (those were tragic times), but I still went in to an electronics store knowing prices and stats of laptops I had found online. I spent time chatting up a member of the customer service team and he helped me pick the model I wanted. When the associate was ready to ring me up, I chuckled a little and said “No thanks, I found this same model online for $200 less…in red.” Although the associate was bummed, he knew he was defeated (he could not offer me my heart’s desire – a new metallic red Toshiba!). He groveled and tried to counter the offer with warranties, but I would already be getting one from the manufacturer no matter where I purchased. Had his boss been aware of better deals and color selections elsewhere, perhaps the store could have made me a better offer.
Using smartphones and tablets, Mobile Users have pulled this same maneuver—they shopped one store, compared prices on their device, and then left to purchase somewhere else! 40.6% have gone to another physical store and 25.6% have purchased from a different online retailer:
|Have you ever done any of the following on your smartphone or tablet while shopping in a store? (Check all that apply)|
|Compared prices and purchased from another retailer’s physical store||
|Read product reviews to decide between products||
|Compared prices but still purchased from the same retailer||
|Scanned a QR code to get more information about a product||
|“Checked in” for a discount||
|Requested a price match||
|Compared prices and purchased from another retailer’s website using my device||
|Compared prices and purchased from another retailer’s website using my laptop/desktop after leaving the store||
|Compared prices and purchased from the same retailer’s website using my laptop/desktop after leaving the store||
|Compared prices and purchased from the same retailer’s website using my device||
Be sure to check out the release Opportunity Lost: 40% of Mobile Users Compare Prices, Purchase From Competition, According to Prosper Mobile Insights™
Several Mobile Users are also taking advantage of customer reviews, QR codes and check-ins.
Retailers need to watch out for these “smart” shoppers and iPad price investigators! Physical stores need to be able to compete with online stores, as well as their physical next door neighbors, since smartphone and tablet shoppers have all the competition’s price and selection information at their fingertips. Retailers can’t rely on the idea that shoppers like to touch and feel the merchandise before they buy—most shoppers still do, but they can experience your products in person and still purchase them somewhere else where the price is better! (They can take advantage of your knowledgeable sales people and still take the better price elsewhere :)
We want to hear your stories! How have you used a mobile device to help you shop? Have retailers lost your business because you found better deals somewhere else? (Have you made an electronics guru cry recently?) We want to hear from you!
One of the more lively parts of our monthly survey is our What’s Hot/What’s Not section. Here, we ask respondents to rate a list of trends, personalities, events, etc. as “hot” or “not”; the items we ask about are based on input from our respondents from the previous month’s survey as well as a variety of current trending topics (i.e. expect Tim Tebow on the list in January 2012).
As 2011 comes to a close, we thought it’d be fun to take each and every item from our What’s Hot/What’s Not list for the year and compile the granddaddy of all “IT” lists: The Hottest Trends for 2011.1 So without further ado…
#10 Kindle Fire (Dec-11)2
This modestly priced tablet device quickly made Amazon.com’s bestseller list when it debuted in November. We’re just guessing here, but you can probably expect [quite] a few of these under the tree this year.
#9 Tablet Devices (Aug-11)3
Whether it’s the Kindle Fire, Apple iPad, Samsung Galaxy, or any one of a number of other Tablet Devices, consumers were hot for these gadgets in 2011. (And, current Android tablet device owners should be sure to check out our free InsightCenter™ apps.)
#8 Solar Power (Jul-11)
Going green was definitely red hot this year, with Solar Power leading the conservation-minded pack.
#7 Sending a Text (Oct-11)
While this ain’t your grandparents’ favorite form of communication, Sending a Text bested both Sending an Email (#13) and Sending a Card through the Mail (#49) when we asked in October. BTW, Sending an Email is the favored communication among Adults 55+.
#6 Betty White (Feb-11)
For the lovely Ms. White, 2011 was a continuation of a hot streak enjoyed by the near-nonagenarian since her scene-stealing role in The Proposal. Here’s to a wonderful 2012…as well as another gig on SNL…for this Golden Girl. #loveyoubetty
#5 Cookouts (Jul-11)
What’s more American than Cookouts in July? Maybe apple pie, but desserts weren’t on the menu included in our CIA® surveys this year.
#4 Apple iPad (Dec-11)
While we didn’t survey apple pie, that other Apple – as in the iPad – dominated the devices we asked about this year. December was the second time in 2011 we asked about the iPad…the first was in April (#21), so this device picked up steam as the year wound down. The aforementioned Kindle Fire (#10) as well as the Nook Tablet (#47, Dec-11) were the other specific tablet devices we surveyed this year.
#3 Having a Full-Time Job (Oct-11)
It’s a sure barometer of our economic health when the temperature’s this high on holding down full-time employment. Let’s hope that the 2012 job market is more prosperous.
#2 Giving Thanks (Nov-11)
While Black Friday (#14, Nov-11) is increasingly giving Thanksgiving a run for its money, simply Giving Thanks was the second hottest item on our list this year.
#1 Super Bowl XLV (Feb-11)
Is the 2011 Packer-Steelers match-up – and the most-watched TV program in U.S. history – a surprise to anyone? Even if you’re not into football, plenty of consumers used Super Bowl XLV as an excuse to view hotly-anticipated commercials, get together with friends, and enjoy the halftime entertainment.
Who were the hottest personalities for 2011? How about the top trends in fashion, entertainment, gadgetry, and going green? Stay tuned in the coming weeks for additional blog releases on this data.
Do you have a suggestion for the 2012 What’s Hot/What’s Not list or see anything surprising in this Top 10 list? Please leave a comment below.
And, for more information on this data, please contact BIGinsight™.
1 The Hottest Trends for 2011 is limited to the 145 trends, personalities, events, etc. that were included in one of the 12 2011 Consumer Intentions & Actions® Surveys. Looking for Ryan Gosling, Charlie Sheen, Pippa Middleton, Keurig Coffee Makers, Occupy Wall Street, or Groupon? We got ‘em. Sorry about your luck on George Clooney, Zooey Deschanel, beach vacations, any of the Real Housewives, or Sperry Topsiders; they just didn’t make the our cut this year.
2 The month/year each item was asked is denoted in parenthesis (MMM-YY).
3 Tablet Devices were also included in the What’s Hot/What’s Not section in Nov-11, landing at #15 on the Hottest Trends for 2011 list.
© 2011, Prosper®
BIGinsight™ is a trademark of Prosper Business Development