For Consumer Product Strategy Professionals

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	August 19, 2010 US Tablet Buyers Are Multi-PC Consumers Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle by Sarah Rotman Epps with J.P. Gownder, Laura Wiramihardja

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Executive Summary

The success of the Apple iPad has created a halo around tablets in general: Consumers are interested in these devices, even if they're confused about what they actually are. US online consumers who own or intend to buy iPads and other tablets fit a typical early-adopter profile, and their characteristics have implications for product strategists designing tablets to compete with the iPad. They own multiple PCs and connected devices; they're voracious media consumers; and they have an affinity for other Apple products but aren't exclusively "Apple-ites." Product strategists should use these insights both to create would-be iPad competitors and to position other devices and peripherals as complementary to tablets in a multi-PC ecosystem.

TABLE OF CONTENTS

• The iPad Has Kicked Off Tablet Mania
• Contrary To Popular Belief, Grandma Isn't Buying The iPad
• iPad Buyers Aren't Exclusively Apple-Ites

RECOMMENDATIONS

• Pitch Tablets To The Multidevice Consumer
• Supplemental Material
• Related Research Documents

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