Nov
16
2012

iPad Mini searches surge ahead of Nexus 7 and Microsoft Surface

In the key pitched battle between Apple, Google and Microsoft for dominance of the tablet wars it was the new iPad Mini that shot ahead of its competitors, reaffirming Apple’s place at the top of the tablet tree.

Looking at UK Internet searches for the iPad Mini, Nexus 7 and Microsoft Surface, you can see that the Nexus 7 has been leading the way for the last 12 weeks but that last week searches for iPad Mini quadrupled to overtake searches for Google’s Nexus 7.

Last week searches for the Microsoft Surface increased by 113% but still fell short of the popularity of the Nexus 7. Looking at all UK searches conducted last week, 1 in every 6,000 searches was for the Surface, 1 in every 4,200 was for the Nexus 7 and 1 in every 1,200 was for the iPad Mini. The knock-on effect for Apple has also been encouraging with searches for regular sized iPads doubling since last week. One caveat here for the iPad Mini’s success against the Nexus 7 is that at the time of writing Google’s tablet is still to launch, and yet from a hype perspective it is clear that people were searching for the Nexus 7 a lot more in the build up to launch than either the iPad Mini or Microsoft Surface.

It’s still early days for the Surface but the good news for Microsoft is that the Surface is attracting a new and affluent audience to the Microsoft website. By using Experian’s customer segmentation tool Mosaic we can see the types of people that are visiting the Microsoft website as a whole vs the Microsoft Surface dedicated page.

What is clear here from the spider diagram above is that the Surface page (the red line) is over-indexing on the Alpha Territory, Liberal Opinions, Careers and Kids and New Homemakers groups. These are people who live in up-and-coming areas of the big cities and the desirable leafy suburbs. Compared to Microsoft’s current audience (the green line) for its main website, people interested in the Surface have more disposable income and are younger, more tech-savvy individuals. These are the same types of people that are Apple’s core audience, and so the signs are positive for Microsoft if they can make inroads into this segment of consumers and present an attractive alternative to the iPad.

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