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Kantar Media Tablets Amazon

Amazon dominates when it comes to tablet shopping, leading to prime opportunity to promote its own Kindle Fire device

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By Gillian West, Social media manager

November 21, 2013 | 3 min read

Amazon is able to attract around double the number of potential tablet buyers than its nearest rivals according to new UK research from Kantar Media Compete, highlighting Amazon’s dominant position in the tablet buying process ahead of Christmas.

As many potential tablet buyers check out devices on Amazon the site is able to drive potential customers to its own product – Kindle Fire. According to the results 81 per cent of tablet product page visitors on Amazon look at the Kindle Fire, compared to just 30 per cent for its nearest rival on this metric, Samsung.

The findings, based on Kantar Media Compete’s behavioural clickstream panel of 300,000 UK consumers, revealed that online conversion rates for consumers visiting a branded tablet product page were 6.6 per cent for the Kindle Fire and 3.4 per cent for Apple’s iPad, indicating that – online at least, the battle for tablet sales is being fought between the premium brand (Apple) and the leading mid-market alternative (Kindle Fire).

Of the three key brands – Apple, Kindle Fire and Samsung – analysis of online consideration and purchase flows suggest that Samsung is losing significant numbers of potential net sales to its rivals, losing four times as many shoppers to the Kindle Fire as it gains and twice the number of sales to Apple. Kindle Fire was found to retain the most potential purchasers losing 16 per cent to other brands.

Sandy Livingstone, client service director at Compete, commented: “This research highlights the need for both Samsung and Sony to look at developing more effective online retail strategies to combat Apple’s dominance of the premium tablet market, and the challenge they face from Amazon for mid-market devices which is leaving them squeezed in the middle. It also emphasizes the importance of conversion for retailers, some of whom are losing too many customers on the journey to check out.”

In terms of seeking information about tablets shoppers were found to head to retailer website ahead of manufacturers, with almost three quarters (73 per cent) going to retailer sites, compared to 31 per cent who went direct to the manufacturer website. An additional 12 per cent relied on professional reviews and nine per cent headed to mobile operators. The results showed that social media played little role online when it comes to tablet purchasing.

In terms of time spent on websites PC World shoppers spent the longest browsing for 9.1 minutes, 2.6 minutes ahead of Amazon. Argos was found to be best at converting visitors into purchasers.

Kantar Media Tablets Amazon

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