Maritz says iPad desire platform agnostic

Using a competing smartphone platform doesn't stop the largest parts of their supporters from preferring the iPad, Maritz concluded in a study on Thursday. While not wholly representative at 2,500 people, the study showed that 53 percent of BlackBerry smartphone owners preferred an iPad, while just 8.5 percent wanted a PlayBook. Even in Android, 41 percent still preferred an iPad, while the next two combined, the Galaxy Tab line (19 percent) and the Kindle Fire (15 percent) amounted to 34 percent.

Microsoft's slow response to the iPad was also costing it. Although Maritz underrepresented Windows 7 tablets by leaving out devices from Acer, ASUS, and others, the iPad was still the top choice of Windows Phone owners at 40 percent. Another 16 percent wanted the Kindle Fire, and 12 percent the Galaxy Tab.

As expected, owning an iPhone made a user much more likely to pick an iPad, with 77 percent making that choice while just eight percent would opt for the Amazon tablet and five percent for Samsung. Apart from the like for the platform, app compatibility between the iPhone and iPad is an advantage that most rivals don't have.

Actual buying habits varied. Exactly half of the total group had bought an iPad, but 13 percent had already bought a Kindle Fire in its immediate wake and another nine percent had picked up a Galaxy Tab. Buyers were almost always willing to spend more if they thought they could get better, Maritz said: Apple dominated those who were willing to spend $500 or more, but those who could afford to spend between $250 and $500 leaned towards the Galaxy Tab over the Kindle Fire. It was only in those who refused to pay more than $250 where Amazon had the clear advantage.

Apple's edge showed the problems that Google, Microsoft, and RIM had in developing tablet platforms that users wanted. The company still faced a newfound pressure to lower prices given competition, however. About 64 percent of buyers from the past three months had done so below $500, hinting that there was a growing expectation that tablets should cost less. [via Forbes]

By Electronista Staff