Author: David Mercer


Publication Date: 12月 02 2010


Pages: 22


Report Type: Report, Word



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Apples iPad Users Buying Intentions and Price Expectations




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Report Summary:

In the space of a few short months, Apple’s iPad has achieved the status of iconic device in the world of connected digital media, sparking a new industry of tablet-tailored applications and services as well as a fast growing portfolio of competing devices. Our survey of nearly 5000 US and European consumers examined early adoption patterns, intention to buy and price expectations for the iPad. Apple’s competitors may be playing catch-up in the tablet market but they should take encouragement from the fact that many consumers remain supporters of other leading technology brands such as Samsung, Sony, Blackberry and Motorola. The fact that two thirds of potential iPad buyers want to spend less than $500 or EUR500 should also point to opportunities for competitors to gain market share.

Table of Contents

  • 1 EXECUTIVE SUMMARY
  • 2 SURVEY BACKGROUND AND METHODOLOGY
  • 3 SURVEY FINDINGS
    • 3.1 DEMOGRAPHICS
    • 3.2 IPAD USAGE HIGHEST IN ITALY
    • 3.3 APPLE HOUSEHOLDS AND IPAD OWNERSHIP
    • 3.4 INTENTION TO BUY
    • 3.5 PRICE EXPECTATIONS
    • 3.6 APPLE AND COMPETING BRANDS
    • 3.7 CONCLUSIONS ON COMPETITION AND BRAND
  • 4 CONCLUSIONS
    • 4.1 CONTACT THE AUTHOR OF THIS REPORT

List of Exhibits

  • 1 iPad Usage and Intention to Buy by Age Group
  • 2 Apple iPad: Claimed Ownership by Household Type
  • 3 Apple iPad: Claimed Personal Usage by Country
  • 4 Claimed iPad Ownership by Apple Household Type
  • 5 Apple iPad: Intention to Buy in next 12 Months
  • 6 Consumer Electronics: 12 month buying intentions
  • 7 iPad Intentions to Buy by Apple Household Type
  • 8 iPad Price Expectations
  • 9 iPad Average Price Expectations by Country
  • 10 iPad Buyer Sensitivity to Monthly Payments
  • 11 iPad Buying Intentions by Brand “Fan Base”
  • 12 iPad Usage by Brand "Fan Base"
  • 13 iPad Users: Mobile Phone used by Brand
  • 14 iPad Users: Personal Computer used by Brand


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