Business: Buyer Survey Shows Only 12% Will Be Buying Apple iPad
By Audrey Howard on April 18, 2010, 8:43 amA recent telephone interview conducted by Rasmussen Reports sheds light on the popularity of Apple’s (NASDAQ:AAPL) new iPad with some astonishing findings. The iPad was released two weeks ago amid much hype and sold 300,000 units. The iPad has been hyped by Apple as “the” replacement for laptop computers with an interface completely based on its touch screen. Critics however have bashed the iPad as being nothing more than a larger version of the iPod touch music player that has internet access as well. Rasmussen’s telephone survey found that only 12% of American’s polled would likely purchase one, including just 4% who were very likely to purchase one.
Who Would And Wouldn’t Buy Might Surprise You
Arguably the most intriguing result from the survey was not the small number of people who would purchase an iPad, but more specifically the people who would or wouldn’t purchase an iPad. Younger generations tend to be more tech savvy and open to buying the latest and greatest in technological devices, but respondents aged 50 to 64 were the most likely to purchase an iPad. Within that segment, men and women were evenly divided over whether or not they would buy a new iPad.
Do People Believe The Hype
Apple has hyped their new iPad immensely in recent months as they push to not only replace laptops but steal business from Microsoft and its Windows operating system. Rasmussen’s study showed however that just 24% of those polled actually thought the iPad represented a true technological leap while 37% though it was just hype; another 39% were unsure. Again the iPad seems to have failed to convince its target audience with more adults in their 30s feeling the iPad was just hype compared to older and younger generations.
Apple faces an uphill battle still in the world of computer operating systems as it seeks to dethrone Microsoft’s Windows OS. A poll conducted in January 2009 shows that 62% of Americans still use Windows operating systems while just 6% used Apple operating systems.
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I think Apple would be thrilled if 4-12% of the population bought an IPad… are you kidding me!
Last I checked, Mac holds about an 8% market share. Now Apple reinvents a new category of device, and your survey is saying it will likely “only” sell…. what-– 8 to 24 million units (based on 200 million consumers). “Astonishing findings” indeed. Especially since the average WS analyst only sees sales of 3-5 million units this year.
No need for pessimism here! I’ll take some more AAPL, please.