EntertainmentConsumer Electronics

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Author: David Watkins
Publication Date: Aug 20 2010
Pages: 15
Report Type: Report, Word
Consumer Electronics

Apples iPad Identifying Early Adopters and Intentions to Buy



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Report Summary:

With the launch of the iPad, as so often in the past, Apple has reinvented an entire device category and injected new life into the consumer electronics industry. Our consumer survey finds that early iPad buyers are overwhelmingly existing Apple device customers. The buying intentions of the US population as a whole suggest this is unlikely to change. So Apple may be preaching to the converted with its new device, but the rate at which existing Apple customers are adopting the iPad suggests that Apple need not worry about expanding its presence into new US households in the near term: there is plenty of potential from existing customers alone. This report presents the findings from a survey of 2000 US consumers fielded in July 2010, identifies which customers have adopted iPads so far, and explores the buying intentions of the population as a whole for a product which could prove highly strategically disruptive to players from traditional mobile, TV and PC spaces.
Table of Contents

  • 1 Executive Summary
  • 2 Apple iPad: Survey Findings
    • 2.1 Notes and Methodology
    • 2.2 How many households are using an iPad?
    • 2.3 iPad Usage by Household Type
    • 2.4 iPad Buying Intentions
  • 3 Conclusions
    • 3.1 Contact the author of this report

  • Exhibit 1 Apple iPad: Claimed Ownership by US Households, July 2010
  • Exhibit 2 Personal Usage of iPads
  • Exhibit 3 Apple iPad: Claimed Ownership by Household Type
  • Exhibit 4 Apple iPad: Claimed Usage by Individuals by Household Type
  • Exhibit 5 Apple iPad: Claimed Ownership by Apple Household Type
  • Exhibit 6 Apple iPad: Claimed Regular Usage by US Individuals
  • Exhibit 7 Apple iPad: Intentions to Buy in Next 12 Months
  • Exhibit 8 Apple iPad: Intentions to Buy in Next 12 Months by Apple-owning Households
  • Exhibit 9 Apple iPad: Intentions to Buy: Apple v. non-Apple Households


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