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Report: Retailers are advertising more tablets

by Doug Drinkwater

December 5 2011

A new survey from IFR Monitoring notes a rapid year-on-year growth for the number of tablet adverts.

The survey looked at the newspaper adverts and circulars for the first ten months of 2011, and found that retailers advertised tablets from Acer, Asus, HP, Samsung and Toshiba the most.

Tablets appeared 25,870 times in adverts over this time-frame, and IFR said that the top ten of 38 advertised tablet brands accounted for 82% of all adverts.

Samsung and Toshiba were the first and second-most advertised brands, followed closely by Acer, HP, Asus and Apple. Motorola, Archos, Coby and Blackberry completed the top ten.

The next ten most advertised brands, in order, were Velocity, ViewSonic, Pandigital, Sylvania, Sony, Lenovo, HTC, Dell, Nextbook (E-Fun), and Huawei. The top 20 brands made up 98% of tablets advertised in newspapers and circulars during the ten-month period.

In contrast, just three tablet brands were advertised by retailers in newspapers and circulars during last year, although this was largely down to the market's infancy.

The advertised brands were Apple, Archos and ViewSonic, and tablets appeared just 825 times in adverts from January to October 2010.

IFR’s study also looked at which retailers dominated the tablet advertising for 2011. The company found that ten retailers accounted for 80% of tablets advertised, while the top 20 made up 94% of all tablet adverts.

Best Buy was the largest advertiser, placing tablet adverts 6,188 times – a massive rise on its 2010 figure of 662. HHGregg was in a distant second place, with tablets appearing 3,883 times in print adverts.

Office Depot, Fry’s Electronics, OfficeMax, Staples, Target, Comp USA, Sears and Toys R Us featured in the top ten.

IFR Monitoring is owned by the GFK Group and specializes in research on the technical consumer goods in main than 60 countries.

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