YouGov Study Warns Most Tablets Pricing Spells Failure

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22nd June 2012 15:11 - Information Technology

Most tablets launched this year are likely to fail on the UK marketplace unless they can hit the £250 or less price point, according to market research by YouGov.

The results of the study show consumers who have so far steered clear of buying portable touch screen computers have indicated that a price drop to between £150 to £200 would have to take place before they would consider a purchase.

YouGov’s Associate Director for Technology and Telecoms Consulting, Russel Feldman, commented: "At the Consumer Electronics Show in Las Vegas, earlier this year, over 80 tablets were announced for launch later in 2011. YouGov expects most of these tablets to fail to achieve widespread distribution. However, our analysis clearly demonstrates that if the pricing is right and the device is marketed at the correct audience, then there is significant latent demand."

The research results will not be welcome news to companies releasing new products into the market - most recent entrants such as the HTC Flyer and the Motorla Xoom are priced at around the £600 mark.

Tablet adoption by UK consumers is likely to rise as prices fall, with more than one in eight of those questioned saying that they are seriously considering purchasing one.

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