This quantitative, online study surveyed tablet owners regarding their recent purchase of a tablet capable of connecting to the internet via Wi-Fi only. Market in View analyzed key decision drivers in order to understand the consumer’s reasons to purchase a Wi-Fi only model as opposed to a model capable of connecting to a 3G/4G cellular network. Further investigation on the consumer’s intentions to purchase a 3G/4G enabled tablet in the near future provided market predictions for data plan demand. Consumers were educated on potential new data plan options and a TURF (Total Unduplicated Reach and Frequency) Analysis was used to identify the most motivating of the plan offerings.

service: Quantitative
completion date: May 2013

the approach: Market in View identified the primary decision drivers that consumers used in making their tablet purchase decision. This revealed insights, including misperceptions, on the thought process for consumers who purchased a Wi-Fi only tablet. Misperceptions were addressed through education on potential data plans to be offered. The intentions of this group to purchase a 3G/4G enabled tablet in the near future were compared before and after the potential data plans were revealed. Four different data plan options were analyzed for the option which would best meet this need.
the results: The purchase intent of a 3G/4G enabled tablet was improved after the education of the potential data plans. The winning combination for the amount of data and price for that data plan was identified. By performing a TURF Analysis, Market in View recommended the ideal plan that would fulfill the greatest need of the marketplace.