Apple owners nearly 40% more interested in the iPad than non-Apple owners
TweetFollow Us on Twitter

Apple owners nearly 40% more interested in the iPad than non-Apple owners

Even though the iPad doesn’t officially become available for another week, awareness is strong among certain key demographic groups, according to a new report by The NPD Group, a market research company.

The report report found that awareness is highest among current Apple owners, (82%), consumers with $100,000 or greater income (80%), and 18-34 year olds (78%). Those demographic groups are the ones with the most interest in buying an iPad. Only 18% of all consumers surveyed expressed a real interest in owning an iPad while 27% of 18-34 year olds and 24% of Apple owners said they were extremely or very interested.

One of the main reasons Apple owners are interested in the iPad is because it’s an Apple product, says The NPD Group (which is no big surprise, is it?). Thirty-seven percent cited “liking the Apple brand” as a top reason for their interest in the iPad. That tied with “multi-touch screen”, which was also the number one reason driving interest among 18-34 year olds. The 18-34 year old consumer is also the most likely to play music and access the Internet on the iPad.

“The most interested potential iPad customers see it primarily as a music device, or for its internet access capabilities,” says Stephen Baker, vice president of industry analysis at NPD.  “Considering what people are planning to use the iPad for, it’s not hard to understand why people who have these capabilities on other devices, such as the iPod touch or a notebook/netbook, may not want to spend $500 or more on a similar device.  This points to the need for Apple to close the content deals that focus the iPad on what is likely to be its best long-range value proposition around high quality media consumption.”

For some consumers, and even among Apple owners, the prospect of spending US$500 or more for a new device that doesn’t yet have a clear advantage over their other primary devices is unappetizing, he adds. Among the tech-savvy 18-34 year old demographic, 57% cited price as the number one reason they aren’t ready to buy; that’s 25% more than the overall percentage of non-interested buyers.

Among Apple owners, 43% felt that the pricing was too expensive. But it’s not the price tag alone that’s making the iPad seem too expensive to these non-interested buyers, according to The NPD Group. The other factor is that they are equating the iPad to a notebook or netbook replacement. Among 18-34 year olds and current Apple product owners “rather use a notebook or netbook instead” was cited by 51% and 44% respectively of those demographics as a reason not to buy.    

Even those key demographics who expressed the most interest in the iPad aren’t making a strong commitment to purchase an iPad in the near future and that mirrors what overall consumers are saying, per the research group. When asked what the likelihood of purchasing an iPad in the next six months was, 9% of all consumers surveyed said they were “extremely or very likely” to do so, as did 10% of 18-34 years olds and 9% of Apple owners.  But there were a greater number of consumers who were “not very likely” or “not likely at all” to purchase an iPad in the next six months.  Sixty-six percent of both the all consumers surveyed and 18-34 year olds don’t foresee an iPad purchase in their future, and 60% of Apple owners felt the same way.

 
AAPL
$123.06
Apple Inc.
+0.29
GOOG
$627.21
Google Inc.
-0.05
MSFT
$44.98
Microsoft Corporation
-0.37
MacNews Search:
Community Search:
view counter

view counter
view counter
view counter
view counter
view counter
view counter

Mazes of Karradash (Games)
Mazes of Karradash 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: The city of Karradash is under attack: the monsters of the Shadow Realms are emerging from the depths.No adventurer is strong enough to defeat the horde alone, but the whole people of Karradash is ready to fight. | Read more »
Battle Golf is the Newest Game from the...
Wrassling was a pretty weird - and equally great - little wressling game. Now the developers, Folmer Kelly and Colin Lane, have turned their attention to a different sport: golfing. This is gonna be weird. [Read more] | Read more »
Qbert Rebooted has the App Store Going...
The weird little orange... whatever... is back, mostly thanks to that movie which shall remain nameless (you know the one). But anyway it's been "rebooted" and now you can play the fancy-looking Qbert Rebooted on iOS devices. [Read more] | Read more »
Giant Monsters Run Amok in The Sandbox...
So The Sandbox has just hit version number 1.99987 (seriously), and it's added a lot more stuff. Just like every other update, really. [Read more] | Read more »
Fish Pond Park (Games)
Fish Pond Park 1.0.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.0 (iTunes) Description: Nurture an idyllic slice of tourist's heaven into the top nature spot of the nation, furnishing it with a variety of services like inns, tours, and more! | Read more »
Look after Baby Buddy on your Apple Watc...
Parigami Gold is the new premium version of the match three puzzler that includes Apple Watch support and all new content. You won't simply be sliding tiles around on your wrist, the Apple Watch companion app is an all new mini-game in itself. You'll have to take care of Baby Buddy, your cute little pet bird that needs feeding and playing with to... | Read more »
Swallow all of your opponents as the big...
Eat all of the opposition and become the largest ball in Battle of Balls now available in the App Store and Google Play. Battle of Balls pits you against other opponents in real time and challenges you to eat more balls and grow larger than all of your opponents. [Read more] | Read more »
PAC-MAN Championship Edition DX (Games)
PAC-MAN Championship Edition DX 1.0.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.0 (iTunes) Description: It’s Your World. EAT IT! Get ready for more ghost chain gobbling and frantic action in PAC-MAN® CE-DX! The award-winning chomping video game makes a shattering debut on mobile with even more content than... | Read more »
incurve (Games)
incurve 1.0 Device: iOS Universal Category: Games Price: $.99, Version: 1.0 (iTunes) Description: Get ready for 2 different gravitiesGoal is to hit as many white dots on your way up.When you're touching the screen, the dots have a surrounding gravity on.Use this as an advantage to get higher.• One touch game• GameCenter... | Read more »
Crossy Road has its Own Merch Store Now....
Do you like Crossy Road? I mean do you really like Crossy Road? Well then you're in luck! Hipster Whale has opened up a Crossy Road store, so you can show off your fandom via official T-shirts. [Read more] | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.