Date: 30th Aug 2010
User study: 90% of Apple iPad buyers will
be existing Apple owners
Strategy Analytics in its latest report Connected Home
Devices service has reported that only 2% of US homes that
do not currently own an Apple device intend to buy an iPad
during the next 12 months, as compared to 18% of Apple device-owning
households. The report also states that 90% of iPad sales
are expected to come from existing Apple owners. The report,
"Apple's iPad: Identifying Early Adopters and Intentions
to Buy," finds that ownership of another Apple product,
such as an iPod, Macbook or iPhone, is the strongest indicator
of intention to buy an iPad. Nearly a third of iPhone users
in the US plan to buy an iPad during the coming year.
"Apple's iPad is preaching to the converted,"
says the report's author, David Mercer, Principal Analyst
at Strategy Analytics. "Many iPhone, Apple computer
and iPod owners have snapped up their first iPad in the
first few months since it was launched, and many of those
who haven't plan to follow suit over the coming year."
Strategy analytics says that nearly half of households
which have already bought their first iPad intend to buy
another one within the next 12 months. This is backed up
by findings that multiple household ownership of iPads is
already increasing rapidly: respondents with at least one
iPad report an average of 1.7 devices per household.
"Apple has plenty of iPad demand to mop up from its
loyal customer base before it needs to start focusing on
the 50% of people who do not yet own one of its products,"
comments Peter King, Director, Connected Home Devices.
|