Tablet purchase reasons in Italy 2014

This statistic displays reasons consumers in Italy purchased new tablet device as of April 2014. The leading reason for purchase was "simply as a treat", at 19 percent of respondents, followed by "wanted a smaller or lighter product" at 19 percent.

Reasons for purchasing a tablet in Italy in 2014*

Share of respondents
Simply as a treat19%
Wanted smaller/lighter product19%
Wanted product enjoyable with family17%
Saw someone else owning it17%
Wanted specific new features16%
Bought as a gift16%
Wanted better performance15%
Needed additional product15%
Going on holiday14%
New product allowed for new gadgets13%
Bought for work12%
Wanted a more up date version12%
Wanted better looking version10%
An existing product had broken8%
Was prompted by advert online6%
Saw a celebrity owning it6%
Other6%
Triggered by major event in personal life5%
Due to moving home5%
None of the above4%
Was prompted by email received3%
Existing product was not working well3%
Don't know2%
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Sources

In cooperation with
Ipsos
Release date

July 2014

Region

Italy

Survey time period

April 14 to 28, 2014

Number of respondents

174 respondents

Age group

18-64 years

Special properties

all adults who had purchased mentioned device in the last three months

Method of interview

Online panel

Supplementary notes

* This question was phrased by the source as follows: "When you or other members of your household purchased these products or devices, what were the reasons for purchase?"

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Statistics on "Tablets"

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