Trouble for Top Tablets as UK Consumers Say 'no way' to Paying GBP400 for an iPad

Wednesday, November 10, 2010

CAMBRIDGE, England, November 11, 2010 - The latest research from has shown that most UK
consumers won't dream of paying GBP400 for an Apple iPad, despite the
desirability of the UK's number one new gadget.

This will also be bad news for Samsung, whose Galaxy tablet is being
released with similar price points in the run up to Christmas.

In a poll of more than 1,300 visitors to the broadband, mobile broadband
and smartphone comparison site, more than 60 per cent said the iPad was
'definitely not' worth GBP400 or more. More than 200 more said it 'wasn't
really' worth the price tag, putting the total thinking it was poor value up
to 80 per cent.

Broadband Genie editor Chris Marling commented: "There's a clear message
here from British consumers - while they like the idea of a tablet, they
aren't willing to pay through the nose for one.

"With ereaders, smartphones, netbooks and even laptops now available for
a fraction of that price, it's a tough ask for people to see the value in a
tablet costing up to GBP700. And with cheaper tablet models already
appearing, some running on the popular Android OS, its easy to see why.

"Over time, the tablet is likely become a standard gadget in the majority
of UK households. Essentially right now they bring nothing new to the party,
so are very much a luxury - especially in this price bracket.

"We see two likely scenarios. Firstly, potential customers will wait to
see how much mobile networks are willing to subsidise these top end tablets
via 3G SIM contracts. Secondly, they will balance this against the quality of
the cheaper models that are now arriving and make a decision accordingly.

"British consumers are a wily bunch, especially when it comes to mobile
broadband devices. On the whole, they simply won't pay ludicrous prices for
this kind of technology, even if it does come branded with the Apple logo."

Notes To Editors

1. Broadband Genie is the UK's leading independent broadband, mobile
broadband and smartphone comparison website, providing consumers with an
unbiased source of information on prices and contracts and allowing them to
compare providers in an independent environment. Broadband Genie was launched
in March 2004 as the first dedicated consumer comparison site for broadband,
while Mobile Broadband Genie was the first independent mobile broadband
comparison site, launched in October 2007. The sites were combined in 2010,
with the addition of smartphone comparison. The site is one of the most
popular in its field, regularly featuring in the national press.

2. All queries and interview requests should be directed to Chris Marling
at Broadband Genie:

All queries and interview requests should be directed to Chris Marling at Broadband Genie:t +44(0)844-415-5531 / f +44(0)871-6618553 / m +44(0)7908-327303 / chris.marling at

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