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Zmags
Holiday
Shopping
Survey:
Tablet User’s
Habits & Attitudes
©2011 Zmags, Inc. All Rights Reserved
This research brief is for informational purposes only. Zmags, Inc.
makes no warranties, expressed or implied, in this document.
The names of actual companies or products mentioned herein may be the
trademarks of their respective owners.
Holiday Shopping Survey • Tablet User’s Habits & Attitudes • www.zmags.com
Research Brief
2011 Holiday Shopping Survey:
Tablet User’s Habits and Attitudes
The 2011 Holiday Shopping Survey is a national survey of consumers designed to provide insight
into their purchasing habits and expectations. The survey was conducted in November 2011 by
Equation Research, a full-service research firm and is based on 1,500 respondents.
Respondents were:
• Online shoppers
• U.S. residents
• Distributed across ten ag
Holiday Shopping Survey: Tablet User’s Habits & A
©2011 Zmags, Inc. All Rights Reserved This resear
Research Brief 2011 Holiday Shopping Survey: Tabl
Survey Respondents Survey respondents reported c
Gender Distribution Respondents identified their
Engaged Virtually all tablet owners (87%) said t
Savvy Tablet shoppers consider themselves savvy
Inspired Tablets are discovery tools, built for
Relaxed Tablets are a lean-back experience, avai
Happy While online shoppers all report feelings
Young The most valuable new customers are young,
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