Tablet shoppers open to other models

Though Apple's iPad® continues to hold its place atop the industry, the majority of tablet shoppers do not actually go into the market in search of one particular device, according to market analysis firm Maritz Research.

The study finds that only 16 percent of shoppers have made up their minds about which type of tablet computer they're going to buy. The rest, though they may lean toward the market leader, are open to other options.

This indicates a significant opportunity for manufacturers other than Apple, as it is evident the tablet market is no longer a one-horse race. Mobile devices based on Google's Android™ operating system are growing in popularity, and Microsoft's Windows® 8 is also expected to cause quite a stir when it becomes available in 2012.

"Based on purchase profiles, we can conclude there is definitely room for non-iPad brands to capture market share," says Michael Allenson, senior consulting director of the Technology/Telecom Research Group at Maritz.

This trend is already beginning to emerge. While Apple will hold the lion's share of the tablet market for some time, its lead has been steadily slipping as new tablet models arrive on the scene.