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Majority of Christmas shoppers don't plan to buy a tablet with Apple iPad favourite among those who do

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By Stephen Lepitak, -

November 25, 2013 | 3 min read

Despite predictions that tablet ownership will increase rapidly this Christmas, over three quarters of the UK does not plan to purchase one for themselves or as a present, research commissioned by The Drum has discovered, although the iPad was found to be the most popular amongst those who did.

Research conducted by Kantar from 5,920 responses, discovered that 15.8 per cent of respondents (938) said that they definitely planned to purchase a tablet, while 7.9 per cent (468) were going to buy a smartphone for Christmas. Slightly fewer planned to purchase a video games console such as the PlayStation 4 or Xbox One at 7.7 per cent (458) although 8.5 per cent (505) planned to purchase a desktop computer or laptop.

68.9 per cent of respondents (4,079) said that did not plan on buying any of those devices this Christmas at all, however.

Of those that were planning to buy a tablet device, Apple’s iPad was the most popular choice at 6.3 per cent (372) of total respondents, with the latest model, the iPad Air, following at 3 per cent (179) and the iPad Mini at 2.4 per cent (141).

Outside of Apple products, the Samsung Galaxy Note was the most popular device with 4.3 per cent (251) of respondents followed by Google Nexus , with 1.9 per cent (114) planning to purchase one. Amazon’s Kindle Fire was set to be bought by 3.3 per cent (197) respondents.

Last week, research released by Kantar Media Compete claimed that Amazon was able to attract around double the number of potential tablet buyers than its nearest rivals, however these results place Apple as the most sought out brand in the tablet market.

The age range most likely to buy a tablet was between the ages of 35-44, with less than a 1 per cent split between males and females purchasing a tablet device.

74.5 per cent (4,391) however stated that they were not planning on buying a tablet this Christmas.

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