It’s too late to change current ownership, but tablet
makers looking to gain on Apple need to start improving their brand visibility
and targeting people who don’t already have their minds set on an iPad,” Howe
added.
According to Yankee Group, those who planned to buy a
Kindle Fire in 2011 now own one, bumping ownership up to 7 percent. But today’s
intent to buy has dropped off, falling from 11 percent last year to just 6
percent today.
Last year, more than 10 percent of consumers owned a
Samsung tablet and 8 percent intended to buy one in the next six months. In
2012, these figures have fallen to 7 and 4 percent, respectively.
Fewer than 4 percent of consumers currently own a
BlackBerry PlayBook or Motorola- or Dell-branded tablet, and just 2 percent say
they own an Asus tablet.