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Forrester: only 10% considering a Windows 8 tablet

updated 12:15 pm EST, Tue November 29, 2011

Forrester study says Windows 8 tablets too late

Microsoft's hopes of reclaiming the tablet space with Windows 8 may be overly optimistic, Forrester Research uncovered in a study Tuesday. Out of 1,810 Americans asked this summer, only 10 percent would consider a Windows 8 tablet if it were available now. The rank put it at the same level of interest as the ailing BlackBerry PlayBook and below the then-selling HP TouchPad at 16 percent.

Apple, meanwhile, was still in the clear lead for consideration at 61 percent. Amazon's custom interpretation of Android was next at 24 percent, beating out more powerful, conventional Android tablet platforms from Samsung (21 percent), Sony (13 percent), and Dell (12 percent). Microsoft was considered in front mostly of companies who hadn't fared well in Android, such as LG, Motorola, and Toshiba (all at nine percent).

Among most preferred platforms, Microsoft had actually had a chance at the lead but has since lost it. At the start of 2011, 46 percent of users thought they wanted Windows on a tablet. As of the end of the year, that number was down to 25 percent. Apple was now in front, having jumped from 16 percent wanting iOS on a tablet to 28 percent, while Android was on the way up at 18 percent.

Microsoft's problem, Forrester said, was its conservative, reactionary approach. The company was a "fifth mover," waiting until everyone else had gone first. Its arguments of having a superior choice were somewhat negated by its own timing, since the release in mid-2012 at best would pit Windows 8 against a third-generation iPad, a second-generation Galaxy Tab 10.1, and possibly a second-generation BlackBerry PlayBook.

Even arguments for Microsoft's synergy wouldn't necessarily hold up. Microsoft couldn't count on a 'halo' effect for Windows 8 spurring Windows Phone adoption or the opposite, like the iPhone and Mac, Forrester said. Corporations, often considered Microsoft's base, were adopting iPads on a larger scale than Windows tablets and were also more receptive to other Apple products.

Microsoft's share could change as Windows 8 gets closer to release and more of the public becomes aware of the OS. The new findings, however, show that it doesn't have an automatic pass on acceptance and that it will need to be genuinely competitive with the iPad and other devices in prices and features, not just bring a new OS on top of conventional Windows tablet designs.

by MacNN Staff



  1. Foe Hammer

    Joined: Dec 1969


    When I Think Windows and Tablets ...

    ... I think Bayer, Bufferin, Anacin, Excedrin ...

  1. coffeetime

    Joined: Dec 1969


    What happen to...


  1. Bobfozz

    Joined: Dec 1969


    Apple's Greatest Asset?

    Steve Balmer. If he goes away, Apple might have a competitor on its hands. Their thinking is NOW "old school."
    MS has talent, they just don't have it at the top.

  1. SockRolid

    Joined: Dec 1969


    Off to a good start

    Re: "Apple, meanwhile, was still in the clear lead for consideration at 61 percent."

    61% down. 39% to go.

  1. SockRolid

    Joined: Dec 1969


    Uncharted territory for MS

    Re: "[Microsoft] will need to be genuinely competitive with the iPad and other devices in prices and features"

    FUD doesn't cut it any more, Ballmer. Waving a "slate" prototype around on stage at CES didn't fool anybody in 2010. Or 2011. And shilling Windows 8 on ARM a year before it ships isn't fooling anybody now.

    And it gets worse for Redmond. Corporate IT and the public have seen the high profile PlayBook and TouchPad fail. Not to mention the Sylvania SYNET7LP Android Tablet, the Coby Kyros MID7015, the grotesque Grid 10, and innumerable other no-name, no-hoper iPad knock-offs.

    All that failure in such a short time. The public has been trained to expect iPad cloners to fail. The public (and corporate IT) is expecting Microsoft to fail in the iPad clone space. And we've seen no evidence that Steve Ballmer will beat those expectations.

  1. imNat-imadouche

    Joined: Dec 1969


    Oh MS

    you suck more than Apple I have to admit

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