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18% likely to buy Apple tablet, PC sales at new high

updated 05:50 pm EST, Thu January 21, 2010

ChangeWave shows strong tablet and PC demand

A new study today reveals that nearly a fifth of buyers would like to buy Apple's rumored tablet if and when it ships. Even without knowing its features or price, about 18 percent of ChangeWave's January panel say they're either "likely" (14 percent) or "very likely" (4 percent) to buy the touchscreen hardware. The demand is on par with what was seen when the researchers asked about a then-upcoming Intel Mac in August 2005 and, while very likely to change, potentially hints at substantial pent-up demand.

Pricing is a potentially sensitive issue for the tablet. A full 75 percent are willing to buy one if it costs more than $500, but only a portion of these, 37 percent of the total, is willing to buy one if it costs $700 or more. The survey doesn't account for whether or not possible carrier subsidies from AT&T or Verizon would be enough to sway others.

The same research also paints an especially positive view of the PC business, although not necessarily for Apple. The number of those who had bought a computer in the past 90 days reached 23 percent, a high not seen in the two years of the study. Dell and HP results mirrored this with strong but not record results; Apple, however, produced a more mixed effect. New iMacs helped boost those reporting desktop sales to just short of a high at 20 percent, but notebook sales have plunged from 24 percent to 17 percent in just a month.

Andy Golub and Paul Carton of ChangeWave don't consider the drop-off the result of price or a preference for Windows but, instead, as another consequence of Apple tablet rumors. Some customers may be deliberately holding off on purchases to see if the tablet will meet their needs instead or else simply to afford the new hardware. The result is a spring-loading of demand that could actually see overall demand for Apple rebound in February, early signs of which are purportedly in view. Of those panel members planning to get a computer in the next 90 days, 4 percent more plan to get a Mac than did in the January poll.

Apple continues to top the study's satisfaction rankings, as 78 percent of Mac owners are "very satisfied" where Toshiba can claim 68 percent. Preference for other brands such as Dell and HP drops off sharply to roughly half of their respective owners.

By Electronista Staff


  1. slider

    Mac Elite

    Joined: Oct 1999


    Ridiculous Survey

    How can you possibly do a survey about the likelihood of buying an Apple tablet at a given price point when you don't even know what the thing does? Seriously, Depending on what it actually ends up doing, $500 could be outrageous, and $1000 could be a bargain for this marvel of engineering.

    What do we know about Apple's brand new products - They are never as cheap as the rumors predict. They come down in price after the initial release.

    All I can say for sure is that I'm really really curious and if it actually blows my mind and isn't just a toy, I will probably get one eventually.

  1. cmoney

    Mac Enthusiast

    Joined: Sep 2000


    18% of buyers would buy?

    How's that work out exactly?

  1. Feathers

    Grizzled Veteran

    Joined: Oct 1999



    How many people were on this "panel"? I wonder what the distribution by race, gender, income and other influencing factors looks like. Bottom line, this is the worst kind of crud masquerading as research and it's all too common! FYI, 71.8% of people who read this MacNN article will think that it's hogwash! :-)

  1. ScottG

    Fresh-Faced Recruit

    Joined: Jan 2005


    Personally for Me...

    I'd have to really consider twice about a price of $1000 or higher, seeing how a New Macbook runs the same price. My personal stats are as follows:

    Apple Tablet Option & Price:

    $499 - $600 -> 100% YES I BUY Without a thought.

    $601 - $749 -> 60% I'd have a Quick Thought, and then Buy It.

    $750 - $900 -> 40% Hoping it would have some serious options verse my iPod Touch G2

    $901 - $1100 -> 5% because I need to see how this would compare to a Macbook then.

    $ ANY PRICE -> 0% if there is no way to save my own PDF files on it.

    I find that I personally use my iPod Touch G2 for more and more reading of sites like this, and News Updates. If it ends up being something like the rest of the book readers that are out there with limited options still, then I'd say I would have to just pass and watch what happens with this product.

    If Steve Jobs has really had his hands all over this as the main development interest, then i would have to say we are in for a real treat! I just hope to be reading my favorite magazines on this with the ability to have 100's of issues stored on it for a long time.

    P.S. I could care less about G3 and hope we're not fixed into another agreement with stupid ATT, that would really stink. WiFi is a better choice to give options with other carriers.


  1. coffeetime

    Senior User

    Joined: Nov 2006



    Taking survey on something doesn't even exist yet or not even knowing what that is and what it does. This is new to me. The hype is just getting out of hand. Perhaps this survey is funded by Amazon.

  1. testudo

    Forum Regular

    Joined: Aug 2001



    If there were enough Apple-zealots on the survey, it could be realistic. You know there's a percentage of the population who will buy an apple tablet regardless of what it costs or what it does. They just buy anything Apple puts out, and want it day one.

    But after that group, it's just a stupid "Sure, I'd buy it! And I'd buy one of those Asteroid devices too!"

  1. wrenchy

    Forum Regular

    Joined: Nov 2009



    Apple fanboys would gladly part with their hard earned money if anything shiny had an Apple logo slapped on - regardless of price or function. They feel obligated to support the Church of Jobs so cover a big steamy t*** in brushed aluminum, etch an Apple logo on it, and... PRESTO! Instant sales! Oh and don't forget to get his Holyness to sport a black turtleneck, strut around on stage with a smug demeanor and say something like... "Oh, and there's one more thing...." - Drive the iFans NUTZ!

    That said, I can't wait for the iPad/iSlate to show up. hehehe.

    This survey really says nothing. Pure case of drumming up numbers because someone is bored and feels the need stimulate comments on boards like this.

  1. tortenteufel

    Fresh-Faced Recruit

    Joined: Jul 2007


    89.34% of all European drivers

    would like to buy a Porsche 911 4S......

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