Brand name plays a back seat to price and design in choosing a tablet, according to Gartner's survey of more than 700 tablet owners in the U.S., U.K. and Australia. The research firm's analysts said buyers are shopping more for basic, durable and lower-priced machines than in 2011. Gartner also found that iPad users reach for their devices more often than other owners as 80% of them access their tablets at least 10 times a day, with half the time being spent on entertainment.

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TWICE, eWeek

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